Episode
Podcast: Zeno's Barby Siegel and Thomas Bunn on the CMO-CCO growth gap
- Podcast
- Earned First
- Published
- Jun 27, 2026
- Duration seconds
- 2064
- Processing state
not_requested- Canonical source
- https://rss.com/podcasts/earned-first/2947292
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Summary
In the first our Cannes podcasts, Zeno global CEO Barby Siegel and chief client impact officer Thomas Bunn examine the firm's Clarity 2030 research, which studies CMO attitudes toward reputation, earned media, and AI discoverability. The duo discuss why marketing leaders acknowledge the value of reputation but struggle to embed it earlier in the growth process, or to fund the earned media strategies most likely to build it. The data points to another persistent structural problem: comms holds the broader stakeholder mandate, yet marketing claims more CEO influence on reputation and external positioning by a significant margin. Siegel and Bunn explore what it would take for communications to move from late-stage risk manager to early growth input, and where business acumen fits into that shift.