The CMO-CCO split is becoming a corporate fiction

The longstanding divide between marketing and communications is eroding — not with a bang but with a slow, uneven merging of responsibilities.

What used to be two distinct tracks — one focused on brand storytelling, the other on message discipline is increasingly a shared lane. In some companies, the shift is formal: a single exec handling both brand campaigns and crisis comms. In others, it’s more ambient: org charts bending under the weight of fewer people and more scrutiny.

Hewlett Packard merged the CMO and CCO roles together last year. Simon & Schuster followed. Geisinger did it in January. Six months later, T-Mobile did the same. 

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