Marketing doesn’t lack ambition; it struggles with execution.
ReModel: Tales of Marketing Transformation captures the reality behind that challenge – through both a candid video insight series and a practical written report designed to help CMOs act on what they’ve learned.
The video series brings together honest conversations with senior marketing leaders, exploring what works, what’s hard, and the lessons they’ve learned navigating transformation. These leaders share not just successes, but the moments they questioned themselves, the pivots that changed everything, and the practical steps that made progress possible.
Building on these conversations, the ReModel report develops the themes further – layering in AAR’s perspective from working inside marketing transformation every day. The result is clear, actionable guidance for marketers navigating their own change journeys.
Across both the series and the report, one truth is clear: strategy and creativity alone aren’t enough. Success now depends on the operating model: the people, process, platforms, and partners that turn ideas into impact.
ReModel brings these insights together into practical guidance across these four pillars, combining the human reality of transformation with the expertise to make it work in your organisation.
Headline Findings
- The how matters as much as the what
Great strategy fails without the right operating model.
- Teams are overloaded
Demand has accelerated, but capacity hasn’t, creating burnout and firefighting.
- Transformation never ends
It’s continuous, and leadership must make it sustainable.
- Clarity is the competitive advantage
Priorities, roles, and governance must be explicit.
- People drive performance
Culture, capability, and mindset outweigh tools.
- Process enables creativity
Structure allows ideas to scale with speed and quality.
- Technology amplifies foundations
AI and platforms strengthen what already exists — good or bad.
- Orchestration is the CMO’s job
Hybrid models succeed only with intentional leadership and integration.
Spotlight: The leaders behind ReModel
Transformation isn’t just operational – it’s personal. Our interviewees shared honesty, humility, and wisdom about the pressures, trade-offs, and moments that defined their change journeys. From questioning decisions to rethinking pivots, their experiences reveal the emotional and cultural side of transformation, and the practical actions CMOs can take to succeed.
We are grateful to the leaders who generously shared their experiences. Their stories form the backbone of ReModel, sharing practical and human insight into how top CMOs tackle marketing transformation today.
Mark Vile, Chief Marketing Officer, Fred. Olsen Cruise Lines
Michelle McEttrick, Former Chief Customer Officer, Primark
Nicola Smedley and Zoe Eungblut, Co-Directors Marketing and Digital, CRUK
Kate Mackie, Chief Marketing Strategy and Operations Officer, EY
Reuben Arnold, Former CMO, Haven
Elliot Moss, Partner and Chief Brand Officer, Mishcon de Reya
Two Ways to Explore ReModel
🎥Watch the video series
Hear directly from the leaders driving marketing transformation through candid, real-world conversations.
🎥 Watch the full series
🎧Listen as a podcast
📥 Read the ReModel report
Go beyond the conversations with practical guidance shaped by AAR’s hands-on experience in marketing transformation.
Download the full report
