Jérôme Fontaine, EDHEC 1994: A CEO Bringing Effectiveness to the UK Marketing Sector

The Fournaise Marketing Group (Fournaise) is a leading Marketing Performance Measurement & Management (MPM) company, specialising in marketing effectiveness, tracking & boosting. In late October, Fournaise’s Global CEO and Marketing Performance Chief, Jerome Fontaine, was named as 2018’s Marketing sector CEO of the Year by CEO Monthly Magazine. Following this, Jerome offered some insight into the firm’s success in leading an industry renaissance.

The face of marketing has changed dramatically since the dot-com boom of the mid-nineties, with industries of all shapes and sizes looking to capitalise on the opportunities that new technology offers. The marketing sector has been redefined more than most, with marketing technology forming the cornerstone of modern practice – with, for example, the widespread adoption of digital, social media, CRM and automation technologies.

Despite this marketing technology boom, Fournaise tracked that close to 75% of marketing campaigns deployed in traditional, digital, social and direct media still underperform and achieve low business ROI. With CEOs questioning marketers’ ability to deliver business results that matter, the industry has realised it needs to realign to a more business-focused approach to be effective.

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