In a panorama the place CMOs are coping with reverberations from the pandemic, a looming international recession and widespread geopolitical upheaval, it might be all too simple to let company efficiency evaluations slide. Nevertheless, in keeping with the World Federation of Advertisers (WFA), the apply is holding regular.

Analysis from the worldwide group carried out in partnership with procurement enterprise Decideware revealed 56% of businesses are being assessed often by shoppers, in comparison with 54% in 2020.

For Denis Budniewski, Verizon’s director of company technique and manufacturing transformation, the method is now rather more than a pleasant to have.