Serviceplan: "CMO Barometer" surveyed for the first time for Switzerland only

In the Serviceplan Group's CMO Barometer, 48 chief marketing officers assess relevant marketing trends and share their expectations for 2022. They are currently focusing on sustainability and how they can ideally position their brand for the future.

Rarely has a look at the mood among CMOs been more exciting than today: What has the pandemic situation and its consequences done to brands, advertising, and everyday life in marketing departments? What will decision-makers focus on in the coming year when it comes to reaching consumers? Four key insights can be gleaned from the responses of the 48 CMOs in the "CMO Barometer".

Pandemic has greatly accelerated developments in the area of digitization

Although data-driven marketing, CX, and sustainability communication are among the most important trends, marketing in 2022 will be dominated above all by the consequences of the Corona pandemic as well as digitalization. The use of digital technologies in marketing is inevitable and is gaining importance due to the consequences of the Corona pandemic. In general, CMOs are also expected to focus more on digitizing marketing and improving CX compared to the previous year.

Brand and changed management requirements come into sharper focus

Building and maintaining brands is seen as a central component of the repertoire of tasks for CMOs in 2022. This will be joined by corona-related new challenges such as changed leadership requirements or work models. The human factor is gaining in importance again.

Creativity remains an important driver

CMOs want business-driven, creative ideas at all levels. At the same time, they expect their agency partners to be up to date with the latest trends.

Sustainability has established itself as a megatopic

Sustainability does not occupy a top spot, but it is nevertheless among the three most important topics. One might have thought that this trend would have a lower priority during the pandemic. However, it turns out that the opposite is true: many companies have noticed that they are mainly being asked to act on sustainability issues by consumers.

"A strong brand was, is and remains the goal of all CMOs. However, the way to achieve it is changing constantly and ever faster," says Pam Hügli, CEO and Partner at Serviceplan Suisse. "Our job is to combine factors such as creativity, relevance and empathy with hard facts gained through digital technologies. The ability to optimally combine these two worlds is a powerful driver for a successful brand."

Peter Schäfer, Chief Strategy Officer at Serviceplan Suisse adds: "The results show that the human factor is regaining importance. During the pandemic, CMOs realized how important it is to integrate 'humanity' back into the business. Customer relationships and customer loyalty have regained significance. But internal topics such as teamwork, employee management and new collaboration models are also at the top of the agenda."


The "CMO Barometer" is an annual study by Serviceplan Consulting Group and Facit. It is based on an online survey of marketing managers from companies of every industry and size in the DACH region. The study was conducted exclusively for Switzerland for the first time. 48 Swiss CMOs participated in the current survey. The detailed results of the "CMO Barometer" with a classification of the results by experts from the Serviceplan Group as well as further CMO voices are available at in the presentation.

(Visited 397 times, 1 visits today)

More articles on the topic