Inside the Forbes "World’s Most Influential CMOs" List

&
present

2013

Copyright © 2013 Appinions. All rights reserved.

1

Methodology
This report is based on 60 days of data taken between July 27 and September 24, 2013. Our 2012 CMO
Influence Study focused on the Forbes Top 100 U.S. Companies list. This year, we’ve expanded the scope
to include the top 500 companies in the Forbes Global 2000 Biggest Public Companies list. Henceforth in
this report, we will refer to our segment of the Forbes Global 2000 as the “Forbes Global 500.”
For the purpose of our analysis and taking into account the language barriers, this report includes
international companies that conduct business in English speaking countries (e.g., Samsung, BMW) and
excludes international companies that conduct their business primarily in non-English speaking countries
(e.g., Industrial and Commercial Bank China, Seven and I Holdings).
In this report, we have defined “CMO” as the highest-ranking marketing executive within the company.
About Appinions
Appinions is the only opinion-powered influence marketing platform designed to give companies the
unmatched ability to identify, analyze, engage, monitor and measure influencers. Built on more than a
decade of research conducted at Cornell University, Appinions extracts and aggregates opinions from
more than six million sources including blogs, social networks, forums, newspapers and magazine articles,
thus providing a more complete picture of influence. Appinions helps today’s businesses insert trust into
the purchase journey by converting faceless touchpoints into influential trust points™ to optimize marketing
efforts. For more information on the science of influence marketing, visit http://www.appinions.com/.


2

How Appinions Analyzes Influence
What is an Influencer?
Appinions defines an influencer as a person, brand or company that expresses a contextually relevant
opinion that is meaningful enough to elicit reactions from others.
How is Influence calculated?
Appinions calculates individual influence scores based on three reaction elements:
• 

Influencees: The people or entities who reacted to an influencer’s opinion, weighted by their respective
influence on that topic;

• 

Publishing Sources: The credibility of the outlet where the reaction was published or consumed; and

• 

Frequency: The volume of opinions attributed to that influencer over the past 60 days.

What is the Net Influence Score (NIS)?
Appinions calculates influence at the topic level, for which a Net Influence Score in generated, to
understand the relative influence of various marketplace issues. The Net Influence Score of a topic
represents the sum of all influencer scores in the topic.
What is the most “Actioned” opinion?
The most “actioned” opinions are those that resonate the most, garner the most reaction and are
published or referenced most frequently across networks or media.


3

In This Study
Page 5: CMO Influence Analysis
This report is based on the Forbes Global 500 list of the biggest public companies. Given the breadth of companies,
sectors and topics represented in the Forbes list, Appinions determined the influence of each CMO based on all of the
individual’s opinions, regardless of the topic. In this report, we have defined “CMO” as the highest-ranking marketing
executive within the company.
Page 11: Key Influencers on Marketing Topics
Appinions analyzed all opinions associated with three key marketing topics to determine whether CMOs were found to be
influential in these areas. The influencers represent the most influential people on each topic – not by company, thus the
influencers include individuals and companies outside of the Forbes list. The three topics evaluated in this analysis are
Social Media, Mobile Marketing and Big Data & Analytics in the context of marketing.
Page 16: Company Influence Analysis
To identify who the influencers are for the most influential companies, Appinions created a topic for each company. The 50
companies with the highest Net Influence Score were selected for further analysis; those results are in Appendix B.
Page 19: Appendix A: Top 66 Most Influential Marketing Executive Profiles
These influence scorecards rank the CMOs in overall influence and in influence on their company among other employees.
The profiles also reveal the CMOs’ most “actioned” opinions and the key themes from their opinions. In this report, we have
defined “CMO” as the highest-ranking marketing executive within the company.
Page 53: Appendix B: Influence Analysis on the Top 50 Most Influential Companies
This section highlights the leading CMOs and other influential marketers on each company as well as the top 10 internal
and external influencers on the company.
Notes/Sources
CMO Influence analysis based on the Forbes Global 500 list
Influence analysis determined by Appinions’ proprietary platform using data between July 27 and September 24, 2013.

4

CMO Influence Analysis
This report is based on the Forbes Global 500 list of the biggest public companies. Given the breadth
of companies, sectors and topics represented in the Forbes list, Appinions determined the influence
of each CMO based on all of the individual’s opinions, regardless of the topic. In this report, we have
defined “CMO” as the highest-ranking marketing executive within the company.


5

More CMOs are finding their voice in 2013
2012

2013

Forbes Top 100 U.S. Companies

Forbes Top 100 U.S. Companies

100

100

Influential CMOs

Influential CMOs

29

+48%

43

In 2012, we analyzed CMOs from the Forbes U.S. 100 List; in analyzing the same list
in 2013, we find almost 50% more companies’ CMOs are now engaged in influential
conversations.

6

In the Global 500, 66 CMOs stand out
as influencers
2013
Forbes Top 500 Global Companies

500
Influential CMOs

66
For our 2013 CMO Influence Study, we expanded our scope to include the top 500
companies from the Forbes Global 2000 list. Sixty-six of those companies have CMOs who
are engaged in influential conversations.


7

The World’s Most Influential CMOs
Rank

Name

Company

Rank

Name

Company

1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22

Phil Schiller
Younghee Lee
Andy Palmer
Jim Farley
Tami Reller
Nikesh Arora
Martine Reardon
Alan Batey
Anand Chandrasekher
Michael Sprague
Joachim Schmidt
Patrice Bula
Mike Accavitti
Helena Foulkes
Jérôme Stoll
Iain Conn
Steve Shannon
Jeremy Burton
Jonathan Becher
Tim Mapes
Jeffrey Hirsch
John Hayes

Apple
Samsung
Nissan
Ford
Microsoft
Google
Macy's
GM
Qualcomm
Kia
Daimler
Nestlé
Honda Motor
CVS
Renault
BP
Hyundai
EMC
SAP
Delta
TW Cable
AMEX

23
24
25
26
27
28
29
29
31
32
33
34
35
36
37
38
39
40
41
42
43
44

Neil Golden
Paul Chibe
Marc Speichert
Jim Berra
Bernhard Maier
John Boynton
Jamie Moldafsky
Khaled ElKhouly
Alain Visser
Michael Zuna
Simon Lowden
Christa Carone
Vinoo Vijay
Camille Lee
Beth Comstock
Jennifer Powell
Peter Schwarzenbauer
Marc Pritchard
Jeff Charney
Jeff Jones
Dario Spina
Karen Quintos

Rank

McDonald's
Anheuser-Busch
L'Oréal
Carnival
Porsche
Rogers
Wells Fargo
Etisalat
Volvo
Aflac
PepsiCo
Xerox
TD Bank Group
Novo Nordisk
GE
US Bancorp
BMW
P&G
Progressive
Target
Viacom
Dell

45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66

Name

Company

Matt Atkinson
Joseph Tripodi
Keith Weed
Christian Klingler
Judy Hu
Reinhold Huber
Johan Buse
Michael Hagspihl
Graham Atkinson
Kim Sharan
Alan Gershenhorn
Michael Bair
Jon Iwata
Brian Gouldie
Cathy Coughlin
Robert Mead
Henry Gomez
Ken Dixon
Mark Addicks
Syl Saller
Richelle Parham
Mark Buckman

Tesco
Coca-Cola
Unilever
Volkswagen Group
Bank of NY Mellon
Lufthansa
SingTel
Deutsche Telekom
Walgreens
Ameriprise
UPS
Boeing
IBM
MTN Group
AT&T
Aetna
HP
Verizon
General Mills
Diageo
eBay
Telstra

See page 19 for detailed scorecards for the top 66 CMOs.

8

Influential CMOs from outside the
Forbes Global 500 list
Rank

Name

Company

1

Kathy Savitt

Yahoo

2

Mike Sievert

T-Mobile

3

Mark Crumpacker

Chipotle

4

Seth Farbman

GAP

5

Marla Provencio

ABC Entertainment Group

Influential CMOs aren’t always from the largest companies as defined by Forbes. These
CMOs have influence in their own topics; if their companies had been in the Forbes Global
2000, they would have been among the top 25 most influential CMOs.


9

Influence is about action; these are the opinions
from the top 10 CMO influencers which drove the
most action
Rank

CMO

Brand

Most “Actioned” Opinions

1

Phil Schiller

Apple

2

Younghee Lee

Samsung

3

Andy Palmer

Nissan

4

Jim Farley

Ford

5

Tami Reller

Microsoft

6

Nikesh Arora

Google

6

Martine Reardon

Macy's

8

Alan Batey

GM

9

Anand
Chandrasekher

Qualcomm

“We hope this arrangement (Formula E Holdings) will leverage mobile technology to enhance the
fan experience and impact the global movement toward more sustainable living.” – via The Wall
Street Journal

10

Michael Sprague

Kia

“Kia understands that a conscious dedication to sustainability is crucial for not only the continued
success of our organization, but also the health and happiness of our customers and the
communities we call home.”– via MarketWatch

“iPhone 5s is the most forward-thinking smartphone in the world, delivering desktop class
architecture in the palm of your hand.” – via iPhone 5s launch event
“With GALAXY Gear and GALAXY Note 3, we want to deliver both an extremely innovative
mobile experience and an opportunity for self-expression.” – via New York Fashion Week
“Nissan Motor Co. pledges that we will be ready to bring multiple affordable, energy efficient,
fully autonomous-driving vehicles to the market by 2020.” – via Nissan 360 Worldwide Media
event
“Digital really begs for an ‘always on’ content factory that's producing content all the time that's
relevant to the news cycle.” – via Automotive News
“Tami Reller, the executive vice president for Microsoft in charge of Windows, said that Microsoft
were "fans of the (tablet) category.’” – at Intel Developer Forum
“Turning our attention to brand marketers, this is a very important area for us where we continue
to invest broadly.” – via Q2 Investor Earnings Call
“As an omnichannel retailer, we strive to provide a seamless experience for customers who shop
with us in-store, online or via mobile devices.”– via MediaPost
“Now is the perfect time to unite the (Chevrolet) brand behind a single vision and
communications platform” – via Gulf News.com

These opinions are quotations or references to a quotation that is attributed to the influencers, who are the CMOs in this instance.


10

Key Influencers on Marketing
Topics
Appinions analyzed all opinions associated with three key marketing topics to determine whether
CMOs were found to be influential in these areas. The influencers represent the most influential
people on each topic – not by company, thus the influencers include individuals and companies
outside of the Forbes list. The three topics evaluated in this analysis are Social Media, Mobile
Marketing and Big Data & Analytics in the context of marketing.


11

Inside the mind of the CMO
Big Data, Cloud, and Mobile Marketing are the emerging topics of 2013

Mobile Solutions

Android
Enterprise Mobility

iPhone
Video

Social Media
Cloud Computing

Super Bowl

CIO

Marketing Analytics

Mobile marketing related themes evolved
out of 2012’s conversations around
marketing in smartphones, tablet PCs, and
smart displays.
As big data, analytics and cloud computing
become more important to marketing
activities, the CMO role will merge with that
of the CIO.

Social Media is still a
dominant issue, but
video and video ads are
the emerging themes
related to this topic.

These themes were extracted as trending topics stemming from the CMOs’ opinions.


12

Key Marketing Topic: Social Media

Nate Elliott

Principal Analyst, Forrester
Research

Scott Monty

Global Head of Social Media,
Ford

“Facebook has to be careful in how it
introduces video ads so that they provide
value to marketers without sparking user
backlash.”
Influencer: Nate Elliott, Analyst, Forrester
Source: Internet Retailer
“Twitter ‘allows you to extend the TV buy,
the broadcast buy, and make it feel much
bigger than the paid portion actually is.’”
Influencer: Seth Farbman, CMO, Gap
Source: Media Bistro


Seth Farbman
CMO, Gap

Dario Spina

EVP, Integrated Marketing,
Viacom

Jim Farley
CMO, Ford

“Twitter is often described as the true
‘second screen’ for television, and it's
invested in TV analytics and more targeted
advertising for specific shows; while short
ads play before video clips, Twitter says
advertisers are trying to cut them to only a
few seconds.”
Influencer: Twitter
Source: The Verge

INFLUENTIAL BRANDS

Brian Solis

Principal Analyst, Altimeter
Group

INFLUENTIAL CMOS

TOP INFLUENCERS

Video and video ads are key subtopics in social media
Facebook
Twitter
LinkedIn
Morgan Stanley

“Back in July, reports swirled that Facebook
planned to sell TV-style video ads that would
appear in users' news feeds for between $1
million and $2.5 million a day.”
Influencer: Facebook
Source: Information Week
“Morgan Stanley estimated that video ads
could generate $3.5 billion for Facebook by
2017.”
Influencer: Morgan Stanley
Source: LA Times

13

Key Marketing Topic: Mobile Marketing

VP, Communications,
eMarketer

Rohit Dadwal

Managing Director, mobile
Marketing Association APAC

Mark Zuckerberg
CEO, Facebook

“Mobile is a key driver of business and
usage of both Facebook and Google, so
to compare these businesses to Yahoo
without incorporating mobile doesn't really
present a full picture.”
Influencer: Clark Fredricksen, VP,
eMarketer
Source: SFGate.com


Patrice Bula
CMO, Nestle

Younghee Lee

EVP, Global marketing, IT &
Mobile, Samsung

Martine Reardon
CMO, Macy’s

"As an omnichannel retailer, we strive to
provide a seamless experience for
customers who shop with us in-store,
online or via mobile devices."
Influencer: Martine Reardon, CMO,
Macy’s
Source: MediaPost
“Facebook reported that mobile ads now
make up 41% of its total ad revenue.”
Influencer: Facebook
Source: Q2 Earnings Report

INFLUENTIAL BRANDS

Clark Fredricksen

INFLUENTIAL CMOS

TOP INFLUENCERS

Marketers look to integrate mobile into the overall strategy as the mobile ad
market grows

eMarketer
Facebook
Google

“Google announced the move in a vague
blog post late Tuesday night, and I gave
you a little more detail about how it will
work this yesterday: You’ll need to use a
YouTube mobile app to watch the videos,
which will contain ads.”
Influencer: Google
Source: AllThingsD

14

Key Marketing Topic: Marketing + Big Data / Analytics / Cloud

CEO, ExactTarget and
Salesforce Marketing Cloud

Martin Sorrell
CEO, WPP

Wes Moore

VP, Integrated Marketing
Management Solutions,
Teradata

Vala Afshar
CMO, Enterasys

Brian Kardon
CMO, Lattice Engines

Marc Speichert
CMO, L’Oreal

INFLUENTIAL BRANDS

Scott Dorsey

INFLUENTIAL CMOS

TOP INFLUENCERS

Big data and cloud computing are no longer the realm of the CIO or CTO; marketers are
deeply involved in data mining and analytics, often requiring cloud platforms
Google
WPP
Publicis
Omnicom
Acxiom

“Marketers have never been in a better position to lead a transformation in
business by connecting their company with their customer in entirely new
ways.”
Influencer: Scott Dorsey, CEO, ExactTarget and Salesforce Marketing Cloud
Source: Reuters

“L’Oreal has more conversations about the mix of online
and offline data and how that’s impacting products and
services.”
Influencer: Marc Speichert, CMO, L’Oreal
Source: AdExchanger

“WPP had no plans for any large deals but would pick up the pace of its
strategy, and spend 300-400 million pounds a year on small and medium
acquisitions with a focus on new markets, new media and data investment
management.”
Influencer: Martin Sorrell, CEO, WPP
Source: Reuters

“Publicis and Omnicom believe that clients will love that
the merger has essentially created a one-stop-shop
where data mining and ad buys can pinpoint audiences
flawlessly.“
Influencer: Publicis Omnicom
Source: Huffington Post


15

Company Influence Analysis
To identify who the influencers are for the most influential companies, Appinions created a topic for each
company. The 50 companies with the highest Net Influence Score were selected for further analysis;
those results are in Appendix B on page 53.

16

16

CMO Influence is More Prevalent Among the Top
25 Most Influential Companies [1-25]
Rank
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
18
20
21
21
23
24
25

Company
Google
Apple
Microsoft
Samsung Electronics
Ford Motor
Walt Disney
CBS
General Motors
Verizon Communications
Walmart
McDonald's
AT&T
Intel
IBM
Dell
Nike
BMW Group
Daimler (Mercedes-Benz)
Oracle
Bank of America*
Barclays*
Toyota Motor
Nissan Motor
Honda Motor
Coca-Cola

Influential CMO
Nikesh Arora
Phil Schiller
Tami Reller
Younghee Lee
Jim Farley
Alan Batey
Ken Dixon
Neil Golden
Cathy Coughlin
Jon Iwata
Karen Quintos
Peter Schwarzenbauer
Joachim Schmidt
Andy Palmer
Mike Accavitti
Joseph Tripodi

16 – Influential CMOs
from the top 25 most
influential companies

7 – CMOs in the top
25 who are the most
influential marketers in
their company

Companies where the CMO is the
top marketer

*

Companies that are tied with the
same Net Influence Score

See page 53 for analysis on the top 50 most influential companies.

17

CMO Influence is More Prevalent Among the Top
25 Most Influential Companies [25-50]
Rank
26
27
28
29
30
31
32
33
34
35
36
37
38
38
40
41
42
42
44
45
46
47
48
49
50

Brand
Citigroup
Vodafone
BP
Visa
Boeing
Cisco Systems
GE
HSBC Holdings
Qualcomm
UBS
Deutsche Bank
Royal Bank of Scotland
Goldman Sachs Group*
SAP*
Wells Fargo
Fannie Mae
Tesco*
Porsche*
eBay
Volkswagen Group
UPS
Morgan Stanley
PepsiCo
China Mobile
Hyundai

Influential CMO
Iain Conn
Michael Bair
Beth Comstock
Anand Chandrasekher
Jonathan Becher
Jamie Moldafsky
Matt Atkinson
Bernhard Maier
Richelle Parham
Christian Klingler
Alan Gershenhorn
Simon Lowden
Steve Shannon

12 – Influential CMOs
from the next 25 most
influential companies
[26-50]

5 – CMOs who are
the most influential
marketers in their
company [26-50]

Companies where the CMO is the
top marketer

*

Companies that are tied with the
same Net Influence Score

See page 53 for analysis on the top 50 most influential companies.

18

Appendix A
Top 66 Most Influential Marketing
Executive Profiles
These influence scorecards rank the CMOs in overall influence and in influence on their company among other
employees. The profiles also reveal the CMOs’ most “actioned” opinions and the key themes from their opinions. In this
report, we have defined “CMO” as the highest-ranking marketing executive within the company.


19

“

Most “actioned” opinion:
iPhone 5s is the most forward-thinking smartphone in the
world, delivering desktop class architecture in the palm of
your hand. – via iPhone 5 launch event

Andy Palmer
Phil Schiller is:

PHIL SCHILLER

#1 most influential CMO
#3 most influential on APPLE

Apple

“
YOUNGHEE LEE
Samsung

”

iPhone
Mobile
Fitness Application

Phil Schiller’s
Top Topics

With GALAXY Gear and GALAXY Note 3, we want to deliver both
an extremely innovative mobile experience and an opportunity for
self-expression. – via New York Fashion Week

Younghee Lee is:
#3 most influential on SAMSUNG

”

Android
Wearable Devices
Mobile

Younghee Lee’s
Top Topics

The most “actioned” opinions are the influential opinions that resonate the most, garner the most reaction and are published or referenced frequently across networks or media.


20

“

Nissan Motor Co. pledges that we will be ready to bring multiple
affordable, energy efficient, fully autonomous-driving vehicles to
the market by 2020.
– via Nissan 360 Worldwide Media event

Andy Palmer is:

ANDY PALMER

#2 most influential on NISSAN

Nissan

“
Ford

Car Technology

Andy Palmer’s
Top Topics

Digital really begs for an ‘always on’ content factory that's
producing content all the time that's relevant to the news cycle.
– via Interview with Automotive News

Jim Farley is:
JIM FARLEY

”

Autonomous Drive

#4 most influential on FORD

”

Lincoln
Social Media

Jim Farley’s
Top Topics



21

“

Tami Reller, the executive vice president for Microsoft in charge of
Windows, said that Microsoft were ‘fans of the (tablet) category.’
– via Intel Developer Forum

Tami Reller is:

TAMI RELLER

#7 most influential on MICROSOFT

Microsoft

“
Google

Tablets

Tami Reller’s
Top Topics

Turning our attention to brand marketers, this is a very important
area for us where we continue to invest broadly.
– via Q2 Investor Earnings Call

Nikesh Arora is:
NIKESH ARORA

”

Windows

#12 most influential on GOOGLE

”

YouTube
Google Enterprise

Nikesh Arora’s
Top Topics



22

“

#1 most influential on MACY’S

Macy’s

“
GENERAL MOTORS

As an omnichannel retailer, we strive to provide a seamless
experience for customers who shop with us in-store, online or via
mobile devices. – via MediaPost

Martine Reardon is:

MARTINE REARDON

ALAN BATEY


”

Activewear
Mobile Marketing

Martine Reardon’s
Top Topics

Now is the perfect time to unite the [Chevrolet] brand behind a
single vision and communications platform.
– via Gulf News.com

Alan Batey is:
#10 most influential on GENERAL MOTORS

”

Chevrolet
Regional
Automotive Markets

Alan Batey’s
Top Topics



23

“

We hope this arrangement [Formula E Holdings] will leverage
mobile technology to enhance the fan experience and impact the
global movement toward more sustainable living.
– via The Wall Street Journal

Anand Chandrasekher is:

ANAND CHANDRASEKHER

#1 most influential on QUALCOMM

Qualcomm

“
Kia

Automotive
Technology
Microsoft

Anand Chandrasekher’s
Top Topics

Kia understands that a conscious dedication to sustainability is
crucial for not only the continued success of our organization, but
also the health and happiness of our customers and the
communities we call home. – via MarketWatch

Michael Sprague is:
MICHAEL SPRAGUE

”

Processors

#2 most influential on KIA

”

J.D. Power APEAL
Kia Optima

Michael Sprague’s
Top Topics



24

“

The new S-Class was received enthusiastically in the market and
perfectly lives up to its role as a representative of the power of
innovation of Mercedes-Benz. – via Edmund.com

Joachim Schmidt is:
JOACHIM SCHMIDT

#12 most influential on DAIMLER

Daimler

“
PATRICE BULA
Nestlé

”

Baby Benz
Premium
Automotive Market

Joachim Schmidt’s
Top Topics

KitKat is one of the world’s top ten fast-moving consumer goods
brands in social media in terms of fan numbers and engagement.
– via MarketingWeek

Patrice Bula is:
#2 most influential on NESTLÉ

”

Android
Mobile

Patrice Bula’s
Top Topics



25

“

Even before it hits showrooms this fall, the Accord Hybrid is
already surpassing the competition and claiming segment
leadership. – via Newsday

Mike Accavitti is:
MIKE ACCAVITTI

#11 most influential on HONDA

Honda Motor

“
HELENA FOULKES
CVS

”

Hybrid
Media Sponsorship

Mike Accavitti’s
Top Topics

To the extent that 25 million more Americans get insurance and
they will fill their prescriptions, that is certainly a good thing for our
company. – via The Washington Post

Helena Foulkes is:
#3 most influential on CVS

”

Prescriptions
Insurance
Smart TVs

Helena Foulkes’
Top Topics



26

“

Renault is targeting 55-60 percent of sales outside Europe as
part of the second tranche of its strategic plan, which it will
present early next year. – via Reuters

Jerome Stoll is:
JEROME STOLL

# 1 most influential on RENAULT

Renault

“
IAIN CONN
British Petroleum

”

Regional
Automotive Markets

Jerome Stoll’s
Top Topics

The new 250,000-barrel-a-day coker will come online in the
middle of the fourth quarter. – via Bloomberg

Iain Conn is:
# 6 most influential on BP

”

Syncrude Oil

Iain Conn’s
Top Topics



27

“

The Super Bowl is the ultimate stage for showcasing the Hyundai
brand and our vehicles. – via AdAge

Steve Shannon is:
STEVE SHANNON

#9 most influential on HYUNDAI

Hyundai

“
JEREMY BURTON
EMC

”

Super Bowl
Media Sponsorship

Steve Shannon’s
Top Topics

Customers will be able to get a complete system within 48 hours
for storage of files, databases or the Web.
– via Bloomberg

Jeremy Burton is:
#3 most influential on EMC

”

VMware
Cloud Computing

Jeremy Burton’s
Top Topics



28

“

SAP CMO Jonathan Becher often talks about the art of
storytelling as a way to humanize the brand for any business.
– via SAP Community Network

Jonathan Becher is:
JONATHAN BECHER

#7 most influential on SAP

SAP

“
TIM MAPES
Delta

”

E-Commerce
Branding

Jonathan Becher’s
Top Topics

Our new Smart Travel Pack is a great way for SkyMiles members
and their companions to enjoy the additional services while
making the most of their budgets.
– via 4-traders.com

Tim Mapes is:
#3 most influential on DELTA

”

Budget Travelers

Tim Mapes’
Top Topics



29

“

What I love about this campaign is that while it is carved out of
multicultural insights, it has a very broad appeal and can be
extended into other markets. – via Hispanic TV Update

Jeffrey Hirsch is:
JEFFREY HIRSCH

#5 most influential on TIME WARNER CABLE

Time Warner Cable

“
JOHN HAYES
American Express

”

World Cup

Jeffrey Hirsch’s
Top Topics

We concluded that Time Inc. is the ideal partner to continue the
(AMEX Publishing) group's tradition of excellence, and we expect
to work closely with them on a range of marketing initiatives in the
future. – via Market Watch

John Hayes is:
#1 most influential on AMEICAN EXPRESS

”

American Express
Publishing
Acquisition

John Hayes’
Top Topics



30

“

While no official changes have been made to our current Dollar
Menu, we continue to evaluate and test the best value options. –
via USA Today

Neil Golden is:
NEIL GOLDEN

#3 most influential on MCDONALD’S

McDonald's

“
PAUL CHIBE
Anheuser-Busch

”

Dollar Menu
Retiring Executives

Neil Golden’s
Top Topics

We set our sights on the game nearly a year in advance to
ensure we're putting out the best ads possible.
– via USA Today

Paul Chibe is:
#3 most influential on ANHEUSER-BUSCH

”

Super Bowl
Media
Sponsorships

Paul Chibe’s
Top Topics



31

“

L’Oréal has more conversations about the mix of online and
offline data and how that’s impacting products and services.
– via AdExchanger

Marc Speichert is:
MARC SPEICHERT

#4 most influential on L’OREAL

L'Oréal

“
JIM BERRA
Carnival

”

Analytics
Digital Marketing

Marc Speichert’s
Top Topics

For more than 41 years, Carnival has been creating the
backdrop for lasting vacation memories for more than 60
million guests and we know there is no one more qualified
than them to tell the authentic story of what a Carnival
cruise is truly like. – via AdAge

Jim Berra is:
#3 most influential on CARNIVAL

Cruise

”

Vacations

Jim Berra’s
Top Topics



32

“

Korea is a strong market in Asia with enthusiastic sports car fans
and solid sales along all Porsche models. – via KoreaHerald

Bernhard Maier is:
BERNHARD MAIER

#5 most influential on PORSCHE

Porsche

“
JOHN BOYNTON
Rogers

”

Luxury Auto Market

Bernhard Maier’s
Top Topics

A surge in data consumption means Canadians are looking for
ways to more easily manage and share data with friends and
family across different devices. – via The Wall Street Journal

John Boynton is:
#4 most influential on ROGERS

”

Mobile Phone
Consumer Data
Usage

John Boynton’s
Top Topics



33

“

A lot of the product innovation is going to happen in the white
space that's between products or channels, and our corporate
marketing group sees all that. – via AdAge

Jamie Moldafsky is:
JAMIE MOLDAFSKY

#14 most influential on WELLS FARGO

Wells Fargo

“
KHALED ELKHOULY
Etisalat

”

Digital Marketing
Branding

Jamie Moldafsky’s
Top Topics

Social networking applications are very popular in the UAE,
particularly among young people. – via TradeArabia.com

Khaled ElKhouly is:
#2 most influential on ETISALAT

”

Customer
Satisfaction
Mobile Phone

Khaled ElKhouly’s
Top Topics



34

“

This, together with our own studies of people's views of Volvo
Cars, becomes a valuable base for our design development.
– via AutoBlog

Alain Visser is:
ALAIN VISSER

#6 most influential on VOLVO

Volvo

“
MICHAEL ZUNA
Aflac

”

Automotive Design
Electric Vehicle

Alain Visser’s
Top Topics

As the diverse Hispanic market continues to grow, we want to
remind all Spanish speaking consumers about the peace of
mind that Aflac policies can help provide.
– via MarketWatch

Michael Zuna is:
#2 most influential on AFLAC

”

Aflac Goose
Branding

Michael Zuna’s
Top Topics



35

“

This gives us a whole season to get behind [the Superbowl…]
Time is always our friend. The more time we have, the more fun
we can have. – via USA Today

Simon Lowden is:
SIMON LOWDEN

#1 most influential on PEPSICO

PepsiCo

“
CHRISTA CARONE
Xerox

”

Super Bowl
San Francisco
49ers

Simon Lowden’s
Top Topics

We need a stronger appetite for experimentation and for
potential waste.
– at Financial Times Future of Marketing Summit

Christa Carone is:
#4 most influential on XEROX

”

B2B Marketing
Digital Marketing

Christa Carone’s
Top Topics



36

“

We are always proud when we are recognized for our focus on
the customer. Human-centric banking is what we are all about.
– via Fox Business

Vinoo Vijay is:
VINOO VIJAY

#4 most influential on TD BANK

TD Bank

“
CAMILLE LEE
Novo Nordisk

”

Customer Service

Vinoo Vijay’s
Top Topics

The U.S. approval of NovoPen Echo® represents a significant
milestone in insulin delivery, especially for children with
diabetes and their caregivers.
– via Diabetes In Control.com

Camille Lee is:
#5 most influential on NOVO NORDISK

”

Diabetes

Camille Lee’s Top
Topics



37

“

With this diffusion of sensors […] a company can assemble data
so much more accurately to ’observe performance, predict
performance and change performance’ so there is ‘no unplanned
downtime.’
– via New York Times

Beth Comstock is:
BETH COMSTOCK

#12 most influential on GE

GE

“
JENNIFER POWELL
U.S. Bancorp

”

Advanced
Manufacturing
Internet of Things

Beth Comstock’s
Top Topics

Our goal was to find a creative agency that not only
understands the multicultural market, but also understands the
ever-changing identity of our customers today.
– via MarketWatch

Jennifer Powell is:
#8 most influential on U.S. BANCORP

”

Creative Agency
Digital Marketing

Jennifer Powell’s
Top Topics



38

“

We have to be very careful how we develop the product portfolio
and the MINI brand.
– via Amonline

Peter Schwarzenbauer is:
PETER
SCHWARZENBAUER

”

#8 most influential on BMW

Luxury Auto Market
Branding

Peter Schwarzenbauer’s
Top Topics

BMW

“
MARC PRITCHARD
P&G

At P&G, we innovate to make everyday life better, so providing
our water purification technology to help save lives is the
highest expression of who we are.
– via Examiner.com

Marc Pritchard is:
#6 most influential on P&G

”

Sustainability
Digital Marketing

Marc Pritchard’s Top
Topics



39

“

Making progress is about continuously sweating the details and
bringing an idea to life slowly, iteration after iteration.
– via The Wall Street Journal

Jeff Charney is:
JEFF CHARNEY

#3 most influential on PROGRESSIVE

Progressive

“
JEFF JONES
Target

”

Flo
Brand Messaging

Jeff Charney’s
Top Topics

We have been a brand defined by advertising, but the days of
curating and telling a consumer what we think is best are
declining. – via PRWeek

Jeff Jones is:
#9 most influential on TARGET

”

Earned Media
Marketing

Jeff Jones’
Top Topics



40

“

Twitter affords a way to create inventory opportunities around
unscripted moments that go viral, he observed.
– via Navitation Partners LLC

Dario Spina is:
DARIO SPINA

#3 most influential on VIACOM

Viacom

“
KAREN QUINTOS
Dell

”

Social Marketing
Twitter Ads

Dario Spina’s
Top Topics

Excited to join @levoleague #officehours w/ @KarenDellCMO
– via Twitter

Karen Quintos is:
#14 most influential on DELL

”

Digital Marketing
Women in Business

Karen Quintos’
Top Topics



41

“

But Matt Atkinson, Tesco's chief marketing officer, told me that his
product would definitely be commercially viable.
– via Interview with BBC

Matt Atkinson is:
MATT ATKINSON

“
JOSEPH TRIPODI
Coca-Cola

”

#4 most influential on TESCO

Tesco

Retail
Tablets

Matt Atkinson’s
Top Topics

Coca-Cola shares the passion that fans have for football around
the world and through our partnership with FIFA we champion
the power of football to bring the world together.
– via FIFA.com

Joseph Tripodi is:
#13 most influential on COCA-COLA

”

FIFA
Sports Sponsorship

Joseph Tripodi’s
Top Topics



42

“

’Over half our turnover comes from emerging markets… Mobile
provides a direct means of engagement with almost every
consumer in those countries, and it is therefore absolutely critical
for our brands’ growth.’ – via Campaign Magazine

Keith Weed is:
KEITH WEED

#11 most influential on UNILEVER

Unilever

“
CHRISTIAN KLINGLER
Volkswagen Group

”

Emerging Markets
Digital Marketing

Keith Weed’s
Top Topics

Christian Klingler […] said that in Europe ‘we believe things
could be stabilizing in the next few months,’ but he cautioned
that sales were "stabilizing at a low level. – via ABCNews

Christian Klingler is:
#8 most influential on VOLKSWAGEN GROUP

”

Regional
Automotive Markets

Christian Klingler’s
Top Topics



43

“

Commenting on the appointment, Judy Hu, Chief Marketing
Officer, BNY Mellon, said: ‘TBWA showed us stand-out strategic
direction and great creative, as well as a truly collaborative global
approach.’ – via 4Traders

Judy Hu is:
JUDY HU

#12 most influential on BANK OF NY MELLON

Bank of NY Mellon

“
REINHOLD HUBER
Lufthansa

”

Ad Agency

Judy Hu’s
Top Topics

This revolutionary system offers our passengers a wide range of
new entertainment and information services. – via Di-ve.com

Reinhold Huber’s:
#8 most influential on LUFTHANSA

”

Air Travel

Reinhold Huber’s
Top Topics



44

“

Many of our prepaid mobile customers today are active on social
media and have embraced web-based apps to communicate and
organise their lives. – via e27

Johan Buse is:
JOHAN BUSE

#5 most influential on SINGTEL

SingTel

“
MICHAEL HAGSPIHL
Deutsche Telekom

”

Social Media
Mobile Phone

Johan Buse’s
Top Topics

Deutsche Telekom counts on partnerships to promote innovation. –
via 4Traders

Michael Hagspihl is:
#3 most influential on DEUTSCHE TELEKOM

”

Mobile Phone

Michael Hagspihl’s
Top Topics



45

“

For instance, we had developed two years ago a regional
program called Walk With Walgreens, for employees, which
inspired a national campaign. – via Retail Wire

Graham Atkinson is:
GRAHAM ATKINSON

“
KIM SHARAN
Ameriprise

”

#12 most influential on WALGREENS

Walgreens

Marketing
Campaign

Graham Atkinson’s
Top Topics

Knowing your audience is something that not all advisors do as well
as they can, given the technology available to them.
– via OnWallStreet

Kim Sharan is:
#5 most influential on AMERIPRISE

”

Financial
Technology

Kim Sharan’s
Top Topics



46

“

Alan Gershenhorn […] talked about how they leverage the
company's unrivaled knowledge of supply chain and logistics to
make personalized strategy recommendations to business
customers. – via Business 2 Community

Alan Gershenhorn is:
ALAN GERSHENHORN

#10 most influential on UPS

UPS

“
MIKE BAIR
Boeing

”

B2B Operation
Logistics

Alan Gershenhorn’s
Top Topics

Mike Bair […] said in a statement the new center will help speed up
commercialization of aviation biofuel. – via SeattleTimes

Mike Bair is:
#13 most influential on BOEING

”

Alternative Fuel
Aviation

Mike Bair’s
Top Topics



47

“

[Jon Iwata was] very impressed by the degree to which these
leading companies leverage big data analytics to create
quantifiable business results. – via MarketWatch

Jon Iwata is:
JON IWATA

#17 most influential on IBM

IBM

“
BRIAN GOULDIE
MTN Group

”

Big Data Analytics
Enterprise
Technology

Jon Iwata’s
Top Topics

We understand that these are financially strenuous times and it is of
importance that we boldly bring products that seek to address
customers’ needs for affordable value. – via HeraldOnline

Brian Gouldie is:
#7 most influential on MTN GROUP

”

Affordability
Mobile Phone

Brian Gouldie’s
Top Topics



48

“

Coughlin is leading the charge for It Can Wait, which aims to
make texting and driving as socially unacceptable as drinking
and driving. – via Phys.org

Cathy Coughlin is:
CATHY COUGHLIN

#9 most influential on AT&T

AT&T

“
ROBERT MEAD
Aetna

”

Social Awareness

Cathy Coughlin’s
Top Topics

We believe that the health care system is desperately in need of
improvement. – via New York Times

Robert Mead is:
#8 most influential on AETNA

”

Insurance

Robert Mead’s
Top Topics



49

“

Honored to now lead marketing as well as communications at
HP. Look forward to working more closely w great creative
marketers. – via Twitter

Henry Gomez is:
Henry Gomez

#61 influential CMO
#7 most influential on HP

HP

“
KEN DIXON
Verizon

”

HP Leadership

Henry Gomez’s
Top Topics

Ken Dixon […] said Verizon uses a customer's purchasing history to
create specific product recommendations or advise a customer that
it might be time to upgrade his or her software to receive all the
latest and greatest benefits. – via CRM Guru

Ken Dixon is:
#6 most influential on VERIZON

”

Analytics
Mobile Phone

Ken Dixon’s
Top Topics



50

“

Thanks @MarkAddicks, SVP and CMO, General Mills for an
inspiring presentation @3M – via Twitter

Mark Addicks is:
MARK ADDICKS

#63 influential CMO
#6 most influential on GENERAL MILLS

General Mills

“
Syl Saller
Diageo

”

Marketing
Campaign

Mark Addicks’
Top Topics

The prize has really established itself within the world of literary
culture as a wonderful platform for female talent and with this
partnership we are committed to celebrating spirited women and
their stories, which inspire and enrich lives around the world.
– via The Bookseller

Syl Saller is:
#12 most influential on DIAGEO

”

Women's Prize

Syl Saller’s
Top Topics

The most “actioned” opinions are the influential opinions that resonate the most, garner the most reaction and are published or referenced most frequently across networks or media.


51

“

In designing the Feed, we mapped out the customer’s journey
toward a purchase, from the moment he’s aware of a product to
how he researches it and then decides to buy it.
– via The Social Media Monthly

Richelle Parham is:
Richelle Parham

#65 influential CMO
#10 most influential on EBAY

eBay

“
MARK BUCKMAN
Telstra

”

B2C Marketing

Richelle Parham’s
Top Topics

Telstra CMO Mark Buckman recently spoke about the need for
brands to move to a 'newsroom' model in order to push our ‘smaller
packages of content more often.’ – via AdNews

Mark Buckman is:
#17 most influential on TELSTRA

”

Content Marketing

Mark Buckman’s
Top Topics

The most “actioned” opinions are the influential opinions that resonate the most, garner the most reaction and are published or referenced most frequently across networks or
media.


52

Appendix B
Influence Analysis on the Top 50 Most
Influential Companies
To identify who the influencers are for the most influential companies, Appinions created a topic for each company.
Companies with the highest Net Influence Score were selected for further analysis. The following section highlights the
leading CMOs and other influential marketers on each company as well as the top 10 internal and external influencers
on the company.


53

Company Influence Rank #1

Top Internal Influencers on Google

Top External influencers on Google

Rank

Rank

Influencer

Title

Influencer

Title

1

Eric Schmidt

Executive Chairman, Google

1

Hugo Barra

Former VP, Android Product
Management, Google

2

Larry Page

Co-founder & CEO, Google

2

Elon Musk

CEO, Tesla

3

Sundar Pichai

SVP, Android, Chrome & Apps, Google

3

Joaquín Almunia

EU Competition Commissioner

4

Matt Cutts

Lead, Webspam Team, Google

4

Tim Cook

CEO, Apple

5

Sergey Brin

Co-Founder, Google

5

Marissa Mayer

CEO, Yahoo

6

Arthur Levinson

Chairman, Genentech, CEO, Calico, a
Google Venture

6

Steve Kondik

Founder, CyanogenMod

7

Seth Sternberg

Product Management Director, Google+

7

Brian Blau

Research Director, Gartner

8

Sandeep Menon

Director of Marketing, Google India

8

Zeus Kerravala

Founder & Principal Analyst, ZK
Research

9

John Mueller

Senior Webmaster Trends Analyst,
Google Switzerland

9

Stephen Elop

EVP, Mobile Division (Nokia), Microsoft

10

Rob Shilkin

Director, Global Communications &
Public Affairs, Google

10

Benedict Evans

Independent Technology Analyst

z

Non-CMO Marketers


54


Top Internal Influencers on Apple

Top External influencers on Apple

Rank

Influencer

Title

Rank

Influencer

Title

1

Tim Cook

CEO, Apple

1

Carl Icahn

CEO, Icahn Enterprises

2

Steve Jobs

Former CEO, Apple (deceased 2011)

2

Gene Munster

Managing Director, Piper Jaffray

3

Phil Schiller

SVP, Worldwide Marketing, Apple

3

Ming Chi Kuo

Analyst, KGI Securities

4

Jony Ive

Lead Designer, Apple

4

Denise Cote

Senior US Federal Judge, Southern
District of New York

5

Greg Joswiak

VP, iPhone & iOS Product Marketing,
Apple

5

Brian White

Analyst, Cantor Fitzgerald & Co.

6

Dan Riccio

SVP, Hardware Engineering, Apple

6

Jack Gold

Principal Analyst, J. Gold Associates

7

Steve Wozniak

Co-founder, Apple

7

Peter Misek

Managing Director, Jefferies LLC

8

Amy Bessette

Corporate Communications, Apple

8

Brian Marshall

Analyst, International Strategy and
Investment Group

9

Kristin Huguet

Manager, Corporate Communications,
Apple

9

Tim Bajarin

Analyst, Creative Strategies

10

Arthur Levinson

Chairman, Apple

10

Glen Yeung

Analyst, Citi Group

CMO

Non-CMO Marketers


55


Top Internal Influencers on Microsoft

Top External influencers on Microsoft

Rank

Influencer

Title

Rank

Influencer

Title

1

Bill Gates

Chairman, Microsoft

1

Aaron Levie

CEO, Box

2

Stephen Elop

EVP, Mobile Division (Nokia), Microsoft

2

Jeffrey Ubben

CEO, ValueAct

3

Brad Smith

EVP & General Counsel, Microsoft

3

Rick Sherlund

Analyst, Nomura Securities

4

Phil Spencer

VP, Microsoft

4

Jack Gold

Principal Analyst, J. Gold Associates

5

Yusuf Mehdi

CVP, Marketing & Strategy, Interactive
Entertainment Division, Microsoft

5

Roger Kay

Analyst, Endpoint Technologies
Associates

6

Kevin Turner

COO, Microsoft

6

Jan Dawson

Chief Telecoms Analyst, Ovum

7

Mukund Mohan

Director, Microsoft Ventures

7

Roger Entner

Telecoms Analyst, Recon Analytics

8

Tami Reller

CMO, Windows, Microsoft

8

Michael Turits

Analyst, Raymond James

9

Mark Gillett

Corporate VP, Skype, Microsoft

9

Van Baker

Mobile Device Analyst, Gartner

10

Brandon LeBlanc

Senior Marketing Communications
Manager, Microsoft

10

Yun Kim

Analyst, Janney Capital Markets

CMO

Non-CMO Marketers


56


Top Internal Influencers on Samsung

Top External influencers on Samsung

Rank

Rank

Influencer

Title

Influencer

Title

1

Shin Jong-kyun

CEO, IT & Mobile Communication,
Samsung Electronics

1

Kazuto Tsubouchi

CFO, DoCoMo

2

Pranav Mistry

Director, Research, Samsung

2

Angela Mclyntyre


3

Young Hee Lee

EVP, Global Marketing, IT & Mobile,
Samsung Electronics

3

Mark Newman

Analyst, Sanford Bernstein

4

Tyler McGee

VP, Telecommunications, Samsung

4

Katy Huberty

VP, Morgan Stanley

5

Greg Lee

President, Samsung
Telecommunications America

5

Sundar Pichai

SVP, Google Chrome

6

Boo-Keun Yoon

President, Consumer Electronics,
Samsung Electronics

6

Hugo Barra

Ex-VP, Android Product Management,
Google

7

Kim Young-sung

Head of Fixed Income, Samsung Asset
Management Co.

7

Chris Green

Principal Technology Analyst, Davies
Muphy Group

8

Michael Zoeller

Director, Marketing, TV & Audiovisual,
Samsung Europe

8

Lucy Koh

United States District Judge, Northern
District of California

9

Marco Vocale

Head of Corporate Marketing, Samsung
Gulf Electronics

9

Jung Dong Joon

Patent Lawyer, Intellectual Property

10

Taehoon Kim

VP, System LSI Marketing, Samsung
Electronics

10

Alexander Wang

Fashion Designer

CMO

Non-CMO Marketers


57


Top Internal Influencers on Ford

Top External influencers on Ford

Rank

Rank

Influencer

Title

Influencer

Title

1

Stephen Odell

CEO, Ford Europe

1

Jim Cramer

Host, Mad Money

2

Alan Mulally

CEO, Ford

2

Carlos Ghosn

CEO, Nissan

3

Joe Hinrichs

President, Ford Americas

3

Dan Picciotto

Corporate Ratings Analyst, Standard &
Poor

4

Jim Farley

EVP, Global Marketing, Sales &
Services, Ford

4

Alan Baum

Independent Auto Analyst

5

Henry Ford

Founder, Ford (deceased 1947)

5

Mark
Winterbottom

V8 Supercar Driver

6

Ellen Hughes
Cromwick

Chief Economist, Ford

6

Carlos Ravares

COO, Renault

7

Bob Shanks

CFO, Ford

7

Alec Gutierrez

Senior Market Analyst, Kelley Blue Book

8

Roelant de Waard

VP, Marketing, Sales and Service, Ford
Europe

8

Kevin Rudd

Prime Minister, Australia

9

Barb Samardzich

VP, Product Development, Ford Europe

9

Don Chalmers

Owner, Ford & Lincoln Car Dealerships

10

Gunnar Herrmann VP, Quality, Ford Europe

10

Dan Akerson

Chairman & CEO, General Motors

CMO

Non-CMO Marketers


58


Top Internal Influencers on Disney

Top External influencers on Disney

Rank

Influencer

Title

Rank

Influencer

Title

1

Jay Rasulo

Senior Executive VP & CFO, Disney

1

Miley Cyrus

Entertainer, Former Disney Star

2

Thomas Smith

Social Media Director,
Disney Parks

2

Holly Madison

Former Playboy Model

3

Bob Iger

CEO, Disney

3

Liam Hemsworth

Actor

4

Alan Horn

Chairman, Walt Disney Studios

4

Sharon Osbourne

Television Host, Author

5

Peter Lopez

System Architect, Disney Interactive

5

Brooke Shields

Actress, “Hannah Montana”

6

Erin Glover

Manager, Social Media and Print,
Disneyland Resort

6

Randy Moore

Director, Escape From Tomorrow

7

David Preschlack

EVP, Affiliate Sales and Marketing,
Disney and ESPN Networks

7

Selena Gomez

Entertainer, Former Disney Star

8

Shikha Kapur

Executive Director, Marketing, Disney
UTV

8

Charles Ergen

Chairman, Dish Network

9

Bill Roper

VP & GM, Product Development,
Disney Interactive

9

Vanessa Hudgens Entertainer, Former Disney Star

10

Kathleen Kennedy Co-chair, Lucasfilm

10

Michael Eisner

Former CEO, Disney

Non-CMO Marketers


59


Top Internal Influencers on CBS

Top External influencers on CBS

Rank

Rank

Influencer

Title

Influencer

Title

1

Charlie Rose

TV Host, CBS

1

Bashar al-Assad

President, Syria

2

Leslie Moonves

CEO, CBS

2

Barack Obama

President, The United States

3

Jason La Canfora NFL Insider, CBS Sports

3

Neil Patrick
Harris

Actor, “How I met Your Mother”

4

Jon LaPook

Chief Medical Correspondent, CBS
News

4

Bob Newhart

Actor, “The Big Bang Theory”

5

Jon Heyman

MLB Insider, CBS Sports

5

Timothy Dolan

Cardinal, President, U.S. Conference
of Catholic Bishops

6

Clarissa Ward

Correspondent, CBS News

6

Robert Kraft

Owner, New England Patriots

7

Bob Orr

Correspondent, CBS News

7

Lawrence Pintak

Dean, Edward R. Murrow College of
Communications

8

Bruce Feldman

Columnist & Commentator, CBS
Sports

8

James Patterson

Author

9

Tracy Wolfson

Reporter, CBS Sports

9

Tiger Woods

Professional Golfer

10

Julie Chen

Host, “Big Brother”

10

Vladimir Putin

President, Russia


60


Top Internal Influencers on GM

Top External influencers on GM

Rank

Rank

Influencer

Title

Influencer

Title

1

Dan Akerson

CEO, General Motors

1

Jim Flaherty

Minister of Finance, Canada

2

Doug Parks

2

Dan Picciotto

Primary Credit Analyst on GM and
Ford, S&P

3

Kurt McNeil

3

Michelle Krebs

Analyst, Edmunds.com

4

Dan Ammann

CFO, General Motors

4

Hisham Fahmy

Executive Director, American Chamber
of Commerce in Egypt

5

John
Schwegman

6

Mark Reuss

7

Mike Devereux

8

John Stadwick

Executive Director, U.S. Truck Product
& Pricing, General Motors
President, General Motors North
America
Chairman & Managing Director,
General Motors Holden
President, Middle East Operations,
General Motors

5

Bob Lutz

Former Vice Chairman, GM

6

Carlos Tavares

Former COO, Renault

7

Karl Brauer

Senior Analyst, Kelley Blue Book

8

Jerry Dias

National President, Unifor

9

P Balendran

VP, General Motors India

9

Mark Hogan

Member, Board of Directors, Toyota

10

Alan Batey

SVP, Global, Chevrolet; U.S. Sales,
Service, & Marketing, Chevrolet, Buick
& GMC, General Motors

10

Shai Agassi

Founder, Better Place

VP, Global Product Programs, General
Motors
VP, US Sales Operations, General
Motors

CMO


61


Top Internal Influencers on Verizon

Top External Influencers on Verizon

Rank

Rank

Influencer

Title

Influencer

Title

1

Lowell McAdam

CEO, Verizon Communications

1

Vittorio Colao

CEO, Vodafone

2

John Stratton

President, Verizon Enterprise Solutions

2

Diana
Allmendinger

Director, Fitch Solutions

3

Helgi Walker

Lead Counsel, Verizon
Communications

3

Edward
Snowden

Former Contractor for the National
Security Agency (NSA)

4

Fran Shammo

CFO, Verizon Communications

4

James Moore

Industry Minister, Canada

5

Jeff Dietel

VP, Marketing Operations, Verizon
Wireless

5

Robin
Bienenstock

Senior Analyst, Bernstein Research

6

Ken Dixon

CMO, Verizon Wireless

6

Jonathan
Schildkraut

Analyst, Evercore Partners

7

Chris Drumgoole

SVP, Global Operations, Verizon
Terremark

7

Tim Casey

Analyst, BMO Capital Markets

8

George Ayres

VP, Global Issues, Verizon Telematics

8

Dvai Ghose

Analyst, Canaccord Genuity

9

Jerry Fountain

Regional President, Verizon Wireless

9

Jason
Mackenzie

President, Global Sales & Marketing,
HTC Corporations

10

Bill Kula

Director, Media Relations, Verizon

10

Simon Weeden

Analyst, Citigroup

CMO

Non-CMO Marketers


62


Top Internal Influencers on Wal-Mart

Top External influencers on Wal-Mart

Rank

Rank

Influencer

Title

Influencer

Title

1

Steven Restivo

Senior Director, Communications,
Wal-Mart

1

Vincent Gray

Mayor, Washington D.C.

2

Bill Simon

CEO, Wal-Mart U.S.

2

Ryan Mahoney

Board President, CAIR New York

3

Scott McCall

SVP, Toys & Seasonal, Wal-Mart

3

Michael Swartz

Analyst, Sun Trust Bank

4

Kory Lundberg

Director, National Media Relations,
Wal-Mart

4

Brian Yarbrough

Analyst, Edward Jones & Co.

5

Brooke
Buchanan

Senior Director, Corporate
Communications, Wal-Mart

5

Jason
Hennessey

Founder, EverSpark Interactive

6

Steve
Bratspies

EVP, General Merchandise, Wal-Mart
U.S

6

Lucas Handy

Former Wal-Mart Employee

7

Chris
Schraeder

Senior Manager, Sustainability
Communications, Wal-Mart

7

Jeff Immelt

Chairman and CEO, General Electric

8

Randy
Hargrove

Director, National Media Relations,
Wal-Mart

8

Barbara Collins

Former Wal-Mart Employee

9

Sarah
McKinney

Director, Corporate
Communication, Wal-Mart

9

Tytti Kaasinen

Senior Engagement Manager, General
Electric

10

Duncan Mac
Naughton

Chief Merchandising and Marketing
Officer, Walmart U.S.

10

Mike Ullman

CEO, J.C. Penney

Non-CMO Marketers


63


Top Internal Influencers on McDonalds

Top External influencers on McDonalds

Rank

Rank

Influencer

Title

1

Lisa McComb

Director, Global External
Communications, McDonald’s

1

Darren Tristano

2

Don Thompson

President and CEO, McDonald’s

2

Richard Adams

3

Neil Golden

SVP, Chief Marketing Officer,
McDonald's U.S.

3

Jonathan Krinsky

Chief Technical Market Analyst, Miller
Tabak & Co

4

Kathryn Slater
Carter

McDonald’s Franchisee

4

Anthony Weiner

Politician

5

Heidi Barker

VP, Global External Communications,
McDonald’s

5

Jack Russo

Analyst, Edward Jones & Co

6

Kevin Lim

Senior Communications Manager,
McDonalds

6

Elaine Kolish

VP & Director, CFBAI

7

Daniel Lee

Director, Digital Projects McDonald’s
APMEA

7

Marty Finn

Economic Development Committee
Chair, Schenectady County Legislature

8

April Marks

Marketing Director,
TDS Restaurants /McDonald’s

8

Erin Downie

Tecoma (Australia) resident

9

Rob Jackson

Marketing Director, McDonald’s U.S.

9

Tom Kleine

VP, JL Sports

10

Joel Yashinsky

CMO, McDonald’s Canada

10

Bill Ackman

Former CEO, Procter & Gamble

CMO

Influencer

Title
Restaurant Industry Analyst &
Consultant; EVP, Technomic
Information Services
Former McDonald's Franchisee (now
runs a fast-food consulting business)

Non-CMO Marketers


64


Top Internal Influencers on AT&T

Top External Influencers on AT&T

Rank

Rank

Influencer

Title

Influencer

Title

1

Ralph de la Vega

President & CEO, Mobility and Consumer
Markets, AT&T

1

Jennifer Fritzsche

Analyst, Wells Fargo

2

Jeff Bradley

SVP, Devices, AT&T Mobility

2

Tim Cook

CEO, Apple

3

Brad Burns

VP, Media Relations, AT&T

3

Vittorio Colao

CEO, Vodafone

4

Mark Siegel

Executive Director, Media Relations,
AT&T

4

Robin Bienenstock

Senior Analyst, Bernstein Research

5

Randall
Stephenson

Chairman & CEO, AT&T

5

Jonathan
Schildkraut

Analyst, Evercore Partner

6

Abhi Ingle

VP, Ecosystem & Innovation, AT&T
Services

6

Masayoshi Son

CEO, SoftBank

7

J Michael
Schweder

President, AT&T Mid Atlantic

7

Arun Sarin

Senior Adviser, KKR; Board of Directors,
Cisco Systems & Safeway

8

Michelle
Kuckelman

Executive Director, Integrated Brand
Marketing, AT&T

8

Craig Moffett

Analyst, Moffett Research LLC

9

Cathy Coughlin

Senior Executive Vice President & Global
Marketing Officer, AT&T

9

Paul Gallant

Analyst, Guggenheim Securities LLC

10

Mel Coker

CMO, Home Solutions, AT&T

10

Dan Shey

Practice Director, ABI Research

CMO

Non-CMO Marketers


65


Top Internal Influencers on Intel

Top External Influencers on Intel

Rank

Rank

Influencer

Title

Influencer

Title

1

Brian Krzanich

CEO, Intel

1

Sundar Pichai

SVP, Android & Chrome, Google

2

Renee James

President, Intel

2

Nathan
Brookwood

Chip Industry Analyst, Insight 64

3

Kirk Skaugen

SVP, PC Clients, Intel

3

Tami Reller 113

CMO & CFO, Windows Software

4

Diane Bryant

SVP & GM, Data Center & Connected
Systems Group, Intel

4

Doug Freedman

MD Research Analyst, Semiconductor
Sector, RBC Capital Markets

5

Chris Walker

Director, Product Planning & Marketing,
Pioneer Electronics, Intel

5

Robert Colwell

Director, Microsystems Technology,
DARPA; Former Manager, Intel

6

Dave James

Senior Engineer, Systems, Intel

6

Gerald Kleyn

7

Stephen Smith

Vice President, Tablet Platforms, Intel

7

8

Steve Brown

Chief Technology Evangelist, Intel

8

9

Doug Fisher

Corporate Vice President & GM,
Software & Services Group, Intel

9

Jim McGregor

Founder, TIRIAS Research

10

Genevieve Bell

Director / Anthropologist, Interaction &
Experience Research Group, Intel

10

John Skipper

President, ESPN

Director, Platform Engineering,
Hyperscale Systems, HP
VP, Product Line Management, Optical
Bernhard Deutsch Connectivity Solutions, Corning
Telecommunications
GM, Embedded Computing Product
Yong Luo
Segment, ADLINK

Non-CMO Marketers


66


Top Internal Influencers on IBM

Top External Influencers on IBM

Rank

Rank

Influencer

Title

Influencer

Title

1

Doug Shelton

Director, Corporate Communications,
IBM

1

Bryce Williams

Managing Director, Exchange Solutions,
Towers Watson

2

Gaurav Chaudhry

Senior WW Product Marketing
Manager, IBM

2

Steve Ampleford

CEO, Aorta Cloud

3

Ramesh Gopinath Director, IBM Research - India

3

Howard Schultz

CEO, Starbucks

4

Craig Hayman

General Manager, Industry Soutions,
IBM

4

Chris Caldwell

President, Concentrix

5

Andrew Stevens

Managing Director, IBM Australia and
New Zealand

5

Elmar Degenhart

CEO, Continental AG

6

Rick Singer

VP, Client Executive Marketing, IBM

6

Oscar Yuan

VP, Millward Brown

7

Jim Spohrer

Director, IBM Global University
Relations Program

7

Michael Dell

CEO, Dell

8

Marian Lawlor

Corporate Citizenship & Corporate
Affairs Manager, IBM

8

Warren Buffett

CEO, Berkshire Hathaway

9

Anne Altman

GM, IBM US Federal Government and
Industries

9

Jim Zemlin

Executive Director, Linux Foundation

10

Vanitha
Narayanan

Managing Director, IBM India Private
Limited

10

Campbell
Newman

Premier of Queensland (Australia)

Non-CMO Marketers


67


Top Internal Influencers on Dell

Top External Influencers on Dell

Rank

Rank

Influencer

Title

Influencer

Title

1

Michael Dell

Chairman of the Board of Directors &
CEO, Dell

1

Carl Icahn

CEO and Founder, Icahn Enterprises LP

2

Brian Gladden

SVP & CFO, Dell

2

Donald Yacktman

President, Yacktman Asset Management
Co.

3

David Frink

Director, Corporate Affairs, Dell

3

Rob Enderle

Analyst, Enderle Group

4

Andy Rhodes

Executive Director, Precision
Workstations, Dell

4

Patrick
Moorehead

President, Principal Analyst, Moor
Insights and Strategy

5

Nnamdi Orakwue

VP, Cloud, Dell

5

Mohamed Hefny

Senior Analyst, IDC

6

Jeff Clarke

Vice Chairman & President, Global
Operations & End User Computing
Solutions, Dell

6

Adrian O’Connell


7

Marius Haas

President, Enterprise Solutions, Dell

7

Anthony Sabino

Law Professor, Peter J. Tobin College of
Business

8

Joyce Mullen

VP & GM, OEM Solutions, Dell

8

Bill Powers

President, University of Texas

9

Philip Davis

VP, Enterprise Solutions, Dell AsiaPacific

9

Brenon Daly

Research Director, M&A, 451 Group

10

Peter Marrs

Executive Director & GM, End User
Computing, Dell Asia-Pacific

10

Gerry McCartney

CIO, Purdue University

Non-CMO Marketers


68


Top Internal Influencers on Nike

Top External Influencers on Nike

Rank

Rank

Influencer

Title

Influencer

Title

1

Davide Grasso

VP, Global Brand Marketing, Nike

1

Kevin Durant

Professional Basketball Player

2

Mark Parker

President & CEO, Nike

2

DJ Clark Kent

DJ

3

Phil Knight

Co-founder & Chairman, Nike

3

Matt Powell

Analyst, SportsOneSource

4

Jessica Laird

Design Director, Women’s Sportswear,
Nike

4

Stefan Janoski

Professional Skateboarder

5

Trevor Edwards

President, Brand, Nike

5

Jeff Hawkins

Senior Associate Athletic Director,
Oregon Football Administration &
Operations

6

Heidi Burgett

Director, Media Relations, Nike

6

Jon Jones

Professional MMA Fighter

7

Phil Schiller

SVP, Worldwide Marketing, Apple

8

Jim Cramer

Host, CNBC's “Mad Money”

9

David Schwab

Managing Director, Octagon First Call

10

Tim Cook

CEO, Apple

Non-CMO Marketers


*Nike has less than 10 internal influencers

69


Top Internal Influencers on BMW

Top External Influencers on BMW

Rank

Influencer

Title

Rank

1

Guy Kilfoil

GM, Communications & Public Affairs,
BMW

2

Norbert Reithofer

3

Influencer

Title

1

Tiger Woods

Professional Golfer

CEO, BMW

2

Zach Johnson

Professional Golfer

Bernhard Ederer

Product Communications Manager,
BMW

3

Hadi
Pourmohseni

Italian Marble Dealer

4

Herbert Diess

Board of Management Member,
Development, BMW AG

4

Luke Donald

Professional Golfer

5

Philipp von Sahr

President, BMW India

5

Jim Furyk

Professional Golfer

6

Scott Croaker

Product Communications Manager,
BMW Australia

6

Hakan
Samuelsson

CEO, Volvo

7

Peter Wolf

7

Rupert Stadler

Chairman, Board of Management, Audi
AG

8

Peter
Schwarzenbauer

8

Philip Harnett

Product Manager, Wraith

9

Adrian van
Hooydonk

SVP, Design, BMW

9

Richard Steinberg CEO, DriveNow USA

10

Gerhard Pils

CEO, BMW Malaysia

10

Rory McIlroy

CMO

Managing Director, Manufacturing, BMW
Thailand
Global Marketing Chief & Board of
Management Member,
BMW

Professional Golfer

Non-CMO Marketers


70


Top Internal Influencers on Daimler

Top External Influencers on Daimler

Rank

Rank

Influencer

Title

Influencer

Title

1

Dieter Zetsche

CEO, Daimler

1

Christoph
Stuermer

Analyst, IHS Automotive Frankfurt

2

Thomas Weber

Board of Management, Research &
Development, Daimler

2

Jessica Caldwell

Senior Industry Analyst, Edmunds.com

3

Hubertus Troska

Board of Management, Head of Daimler
China

3

Norbert Haug

Former VP, Mercedes-Benz Motorsport

4

Steve Cannon

CEO, Mercedes-Benz USA

4

Jonathan Neale

Managing Director, McLaren
Formula 1 team

5

Lueder Fromm

Director, Global Marketing
Communications, Mercedes-Benz Cars

5

Li Shufu

Chairman, Zhejiang Geely Holding
Group Co.

6

Eberhard Kern

Managing Director & Chief Executive,
Mercedes-Benz India

6

Adrian Hallmark

Global Brand Director, Jaguar

7

Gorden Wagener

Vice President, Design, Daimler AG

7

Michael Xu

GM, Volvo dealership

8

Marcus Shantz

President, Mercedes Corp.

8

Jürgen Pieper

Analyst, Metzler Bank

9

Jochen Hermann

Director, Driver-Assistance Systems,
Mercedes-Benz

9

David Caldwell

Corporate Communications, General
Motors

10

Andreas
Renschler

Board of Management, Daimler;
Manufacturing & Procurement, MercedesBenz Cars & Mercedes-Benz Vans

10

Johan de
Nysschen

President, Infiniti Motor Company

Non-CMO Marketers


71


Top Internal Influencers on Oracle

Top External Influencers on Oracle

Rank

Rank

Influencer

Title

Influencer

Title

1

Larry Ellison

CEO, Oracle

1

Jimmy Spithill

Skipper, Oracle Team USA

2

Mark Hurd

President, Oracle

2

Aaron Levie

CEO, Box.com

3

Laurence Balter

Chief Market Strategist, Investment
Research, Oracle

3

Daniel Ives

Analyst, FBR Capital Markets

4

Loïc le Guisquet

EVP, Europe, Middle East & Africa,
Oracle

4

Pat Walravens

Analyst, JMP Securities LLC

5

Deborah Hellinger

Senior Director,
Corporate Communications, Oracle

5

Peter Goldmacher

Research Analyst and Managing
Director, Cowen & Co.

6

Dirk Kramers

Design Executive, Oracle

6

Eric Schmidt

Executive Chairman, Google

7

Safra Catz

CFO, Oracle

7

Doug Fisher

Corporate VP, GM Software Services
Group, Intel

8

Grant Simmer

General Manager, Oracle

8

Vishal Sikka

CTO, Executive Board Member, SAP

9

James Cates

VP, Hardware Development, Oracle

9

Vikram Takru

Managing Director, FCS

10

Bhaskar Gorti

SVP & General Manager,
Communications, Oracle

10

Marty Cole

Group Chief Executive, Technology,
Accenture

Non-CMO Marketers


72


Top Internal Influencers on Bank of America

Top External Influencers on Bank of America

Rank

Rank

Influencer

Title

Influencer

Title

1

Ethan Harris

Co-Head, Global Economics Research,
Bank of America Merrill Lynch

1

Kevin Tsujihara

CEO, Warner Brothers

2

Michael Hanson

Senior U.S. Economist, Bank of
America

2

Suzanne Bish

Attorney, Stowell & Friedman

3

George
McReynolds

Broker, Bank of America

3

Jay Rasulo

Senior Executive VP & CFO, Disney

4

Chua Hak Bin

Director, Global Research, Bank of
America

4

Bill Halldin

Owner, Halldin Public Relations

5

Lu Ting

Chief Greater China Economist, Bank
of America

5

Shinzo Abe

Prime Minister, Japan

6

Saul Eslake

Chief Economist, Australia & New
Zealand, Bank of America

6

Barbara Rothstein U.S. District Judge

7

MacNeil Curry

Head of Global Technical Strategy,
Bank of America

7

Bruce Berkowitz

Manager, Fairholme Capital
Management

8

Brian T. Moynihan President & CEO, Bank of America

8

Jed Rakoff

U.S. District Judge

9

Michael Widmer

Head of Metal Markets Research, Bank
of America

9

Charles Noski

Chairman, Financial Accounting
Standards Advisory Council

10

Lawrence
Grayson

SVP, Bank of America

10

Rob Marcus

COO, Time Warner Cable


73


Top Internal Influencers on Barclays

Top External Influencers on Barclays

Rank

Influencer

Title

Rank

1

Dean Maki

Chief U.S. Economist, Barclays

2

Barry Knapp

3

Influencer

Title

1

Brendan
Rodgers

Manager, Liverpool Premier League
Club

Managing Director, Head of U.S. Equity
Portfolio Strategy, Barclays

2

Adam Scott

Professional Golfer

Michael Gapen

Director, U.S. Economic Research and
Global Asset Allocation, Barclays

3

Bob Diamond

Former CEO, Barclays

4

John Aiken

Financial Services Analyst, Barclays

4

Camilo Villegas

Professional Golfer

5

Yuki Sakasai

Foreign Exchange Strategist, Barclays

5

Tiger Woods

Professional Golfer

6

Antony Jenkins

Group CEO, Barclays

6

Saviour
Kasukuwere

Minister of the Environment, Zimbabwe

7

Jian Chang

Director, China Economist, Barclays

7

William Thomas

President & CEO, EOG

8

Simon Hayes

Chief UK Economist, Barclays

8

Marianne Lake

CFO, JPMorgan Chase

9

Sijin Cheng

Commodities Analyst, Barclays

9

Matt Shattock

President & CEO, Beam, Inc.

10

Eric Gross

Credit Strategist, Barclays

10

A.G. Lafley

President & CEO, Procter & Gamble


74


Top Internal Influencers on Toyota

Top External Influencers on Toyota

Rank

Influencer

Title

Rank

1

Bob Carter

SVP, U.S. Operation, Toyota Motor Sales

2

Kiichiro Toyoda

3

Influencer

Title

1

Michael Waltrip

Professional Racecar Driver

Founder, Toyota Motor Company
(deceased 1952)

2

Martin Truex Jr


Karl Schlicht

EVP, Sales Group, Toyota Europe

3

Rachel Catanach

Managing Director, FleishmanHillard,
Hong Kong

4

Satoshi Ogiso

Managing Officer, Toyota Motor
Company

4

Brad Daugherty

Co-Owner, JTG Daugherty Racing

5

William D. Fay

Group VP & General Manager, Toyota
Motor Sales U.S.

5

Tsunekazu
Takeda

President, Japanese Olympic Committee

6

Mario Dávila

President, Toyota Puerto Rico

6

Ian Macfarlane

Industry Minister, Australia

7

Didier Leroy

President, Toyota Europe

7

Andy Palmer

EVP, Nissan Motor Company

8

Koei Saga

Director, Toyota Motor Company

8

Alex Mashilo

Chief Negotiator, Numsa Union

9

Javier Moreno

Manager, Corporate Communications,
Toyota North America

9

Michelle Krebs

Senior Analyst, Edmunds.com

10

Ryo Sakai

Senior Manager, Corporate
Communications, Toyota South Africa

10

Jerry Dias

President, Unifor

Non-CMO Marketers


75


Top Internal Influencers on Nissan

Top External Influencers on Nissan

Rank

Rank

Influencer

Title

Influencer

Title

1

Carlos Ghosn

Chairman & CEO, Nissan

1

Dieter Zetsche

Chairman, Daimler AG

2

Andy Palmer


2

Elon Musk

CEO, Tesla Motors

3

Pierre Loing

VP, Product Planning, Nissan Americas

3

Michel Ayat

CEO, Arabian Automobiles

4

Fred Diaz

Divisional VP, Sales & Marketing, Nissan
U.S.

4

Rick Kelly


5

Johan de
Nysschen

President, Infiniti Motor Company

5

Karl Brauer

Senior Director, Insights, Kelley Blue
Book

6

Jose Munoz

SVP, Sales & Marketing, Nissan
Americas

6

Craig Lowndes


7

Scott Shirley

Chief Marketing Manager, Nissan
Americas

7

Lucas Ordonez


8

Francois Bancon

Deputy Division General Manager,
Nissan Motor Co.

8

Michael Caruso


9

Maarten Sierhuis

Director, Nissan Research Center Silicon
Valley

9

Bill Haslam

Governor, Tennessee

10

Trevor Mann


10

Fayez Rasamny

Chairman, RYMCO

CMO

Non-CMO Marketers


76


Top Internal Influencers on Honda

Top External Influencers on Honda

Rank

Influencer

Title

Rank

1

Alicia Jones

Manager, Social Media, American
Honda Motor Co.

2

Stephen Collins

3

Influencer

Title

1

Jorge Lorenzo

Professional Motorcycle Racer

Director, Honda Australia

2

Alex Lowes


Ted Klaus

Chief Engineer, NSX, American Honda
Motor Co.

3

Karl Brauer

Senior Director, Insights, Kelley Blue
Book

4

John Mendel

EVP, Automobile Sales, American
Honda Motor Co.

4

Jonathan Rea


5

Jnaneswar Sen

SVP, Sales & Marketing, Honda Siel
Cars India

5

Valentino Rossi


6

Mike Accavitti

6

Adriano Galliani

CEO, AC Milan

7

John Morel

7

Jerry Dias

National President, Unifor

8

Jim Keller

8

Mark Norman

President, Zipcar

9

Gina Jorge

Head of Multicultural Marketing for
American Honda Motor Co.

9

Martin Whitmarsh

CEO, McLaren Racing

10

Chris Martin

Regional Public Relations Manager,
Honda North America

10

Andrew Jordan


CMO

SVP, Automobile Operations, American
Honda Motor Co.
Sr. Manager, Business Intelligence
Strategy & Analytics, American Honda
Motor Co.
Chief Engineer, MDX, Honda R&D
Americas, Inc.

Non-CMO Marketers


77


Top Internal Influencers on Coca-Cola

Top External Influencers on Coca-Cola

Rank Influencer

Rank Influencer

Title

Title

1

Shannon Denny

Director, Brand Communications,
Coca-Cola

1

Oscar Yuan

VP, Millward Brown Optimor

2

Steve Cahillane

President & CEO,
Coca-Cola Americas

2

Greg Koch

CEO and Co-founder, Stone Brewing
Co.

3

Hector Trevino
Gutierrez

Chief Financial & Administrative Officer,
Coca-Cola FEMSA

3

Scott Vitters

General Manager, Packaging Program,
PlantBottle

4

Wasim Basir

Director, Integrated Marketing
Communications, Coca-Cola India

4

Tom Vilsack

Secretary of Agriculture, U.S.

5

Ahmet C Bozer

President, Coca-Cola International

5

George Bray

6

Venkatesh Kini

Deputy President, India & South West
Asia Business Unit, Coca-Cola

6

Warren Buffett

7

Andy McMillin

VP, Coca-Cola Trademark Brands, The
Coca-Cola Company

7

Barry Popkin

Professor, Department of Nutrition,
University of North Carolina

8

Jon Woods

General Manager, Coca-Cola UK &
Ireland

8

Rebecca Minkoff

Designer, Judge of Season-Two Diet
Coke Younger Designer Challenge

9

Atul Singh

President, India & South West Asia
Business Unit, Coca-Cola Company

9

Drew Cerza

Founder, National Buffalo Chicken Wing
Festival

Lawrence Tikaram

National Sales Manager, Coca-Cola
Amatil

10

Terry Parham

Former Agent, Drug Enforcement
Agency

10

Chief, Clinical Obesity & Metabolic
Diseases, Pennington Biomedical
Research Center, LSU
Chairman & CEO, Berkshire Hathaway
Company

Non-CMO Marketers


78


Top Internal Influencers on Citigroup
Rank

Influencer

Title

1

Glen Yeung

Managing Director, Global Head of
Technology, Citigroup

2

Sterling Smith

Commodity Strategist, Citigroup

3

Steven Englander Global Head, G10 Strategy, Citigroup

4

Tim Evans

Energy Futures Analyst, Citigroup

5

Tobias Levkovich

Chief U.S. Equities Strategist, Citigroup

6

Ding Shuang

Senior China Economist, Citigroup Hong
Kong

7

Walter Pritchard

Software Analyst, Citigroup

8

Danielle RomeroApsilos

Managing Director, Institutional Clients
Group Communications, Citigroup

9

Brian Yu

Research Analyst, Citigroup

10

Craig Woolford

Managing Director, Consumer Sector
Research, Citigroup

Non-CMO Marketers


*Citigroup has no external influencers

79


Top Internal Influencers on Vodafone

Top External influencers on Vodafone

Rank

Rank

Influencer

Title

Influencer

Title

1

Vittorio Colao

CEO, Vodafone

1

Lowell McAdam

President & CEO, Verizon

2

Bill Morrow

CEO, Vodafone Hutchison

2

Robin
Bienenstock

Senior analyst, Bernstein Research

3

Alexander
Leinhos

Corporate Communications, Vodafone
Germany

3

Simon Weeden

Head of European Telecoms Research,
Citigroup

4

Analjit Singh

Chairman, Vodafone India

4

Robert Willens

New York-based Tax Specialist

5

Marten Pieters

Managing Director & CEO, Vodafone
India

5

Joe Rundle

Head of Trading, ETX Capital

6

Andy Halford

CFO, Vodafone

6

Arun Sarin

Senior Adviser, KKR

7

Subrat Padhi

Business Head, Vodafone Dehli

7

Peter Braendle

Fund Manager, Swisscanto Asset
Management

8

Uche Ofodile

CMO, Vodafone Ghana

8

Craig Moffett

Founder & Senior Analyst, Moffett
Research

9

Yago Tenorio

Head of Networks, Vodafone UK

9

John Malone

Chairman, Liberty Media & Liberty
Global

10

Jan Geldmacher

CEO, Vodafone Global Enterprise

10

Margaret Hodge

Chair, Public Affairs Committee, UK
Parliament

Non-CMO Marketers


80


Top Internal Influencers on BP

Top External influencers on BP

Rank

Rank

Influencer

Title

Influencer

Title

1

Geoff Morrell

SVP, U.S. Communications & External
Affairs, BP

1

Magda
Chambriard

Director, ANP (Brazilian Petroleum
Agency)

2

Scott Dean

General Manager, Corporate
Communications, BP

2

Barack Obama

President, U.S.A

3

Bob Dudley

CEO, BP

3

Abdul-Kareem
Luaibi

Minister of Oil, Iraq

4

Mike Daly

EVP, Exploration, BP

4

Louis Freeh

Former Director, FBI

5

Jan Erik Geirmo

Corporate Communications, BP

5

Garret Graves

Chair, Coastal Protection & Restoration
Authority of Louisiana

6

Iain Conn

Chief Executive, Refining & Marketing,
BP

6

Carl Barbier

District Judge, U.S.

7

Hesham Mekawi

President & GM, BP Egypt

7

Frances Beinecke

President, Natural Resources Defense
Council

8

Chevy Beh

Executive Director, Healthcare Group,
BP

8

Bobby Jindal

Governor, Louisiana

9

Jason Ryan

Press Officer, BP

9

Nasser bin Khamis Undersecretary, Ministry of Oil
& Gas, Oman
Al-Jashmi

10

Amy Abraham

VP, Marketing & Communications, BP

10

Ali Salhi

CMO

Chair, Oil & Economic Development
Council, Kirkuk

Non-CMO Marketers


81


Top Internal Influencers on Visa

Top External influencers on Visa

Rank

Influencer

Title

Rank

1

Paul Cohen

Director, Corporate Communications &
Global Public Affairs, Visa

2

Steve Chambers

3

Influencer

Title

1

John Gleeson

Federal Judge

EVP, Chief Information Officer, Visa
Europe

2

Linah Mohohlo

Governor, Bank of Botswana

Caroline Ada

Country Manager, New Zealand & South
Pacific, Visa

3

Craig Hayman

General Manager, Industry Solutions,
Software Group, IBM

4

Iain Jamieson

Country Manager, Philippines & Guam,
Visa

4

Michael Dolen

Founder, CreditCardForum,

5

Jason Alderman

Senior Director, Global Corporate
Relations, Visa

5

Matt Williams

Consumer Director, Vodafone

6

Dougie
Henderson

Head of Emerging Products &
Innovation, Visa Africa

6

Charles Brown

CEO, FTS

7

Peter Ayliffe

CEO & President, Visa Europe Limited &
Visa Europe Services

7

Gan Siok Hoon

VP, mCommerce, SingTel's

Non-CMO Marketers


*Visa has less than 10 internal & external influencers

82


Top Internal Influencers on Boeing

Top External influencers on Boeing

Rank

Influencer

Title

Rank

1

Dennis
Muilenburg

President & CEO, Defense, Space &
Security, Boeing

2

Darryl Davis

3

Influencer

Title

1

Richard Aboulafia

VP, Analyst, Teal Group

President, Phantom Works, Defense,
Space & Security, Boeing

2

Peter Arment

Analyst, Sterne, Agee & Leach

Ray Conner

President & CEO, Commercial
Airplanes, Boeing

3

Howard Rubel

Managing Director, Jefferies

4

Jim McNerney

Chairman, President & CEO, Boeing

4

Barack Obama

President, U.S.

5

Scott Fancher

VP & GM, Airplane Development,
Commercial Airplanes, Boeing

5

Tim Mahoney

President & CEO, Honeywell Aerospace

6

Randy Tinseth

VP, Marketing, Boeing

6

Robert Mann

Aviation Consultant

7

Doug Adler

Communications, Boeing

7

Kjell Johnsson

Head of Aerostructures, Saab

8

Cindy Anderson

Communications, Boeing

8

Liza Tucker

Consumer Aadvocate, Consumer
Watchdog

9

Jason Paur

Statistician, Boeing

9

Loren Thompson

COO, Lexington Institute

10

Tim Bader

North America Leasing Communications,
Boeing

10

Lasse SandakerNielsen

Communication Manager, Norwegian Air
Shuttle

Non-CMO Marketers


83


Top Internal Influencers on Cisco Systems

Top External influencers on Cisco Systems

Rank

Rank

Influencer

Title

Influencer

Title

1

John Chambers

Chairman & CEO, Cisco Systems

1

Tim McGrath

President & CEO, PC Connection.

2

Felipe Lamus

Manager, Public Relations, Cisco
Systems Latin America

2

Zeus Kerravala

Founder & Principal Analyst, ZK
Research

3

Rowan Trollope

SVP & GM, Collaboration Technology
Group, Cisco Systems

3

Kevin Schatzle

CEO, collab9

4

Rob Lloyd

President, Development & Sales, Cisco
Systems

4

Geoff Fancher

SVP, Comstor U.S.

5

Bret Hartman

VP & Chief Technology Officer, Security
& Government, Cisco Systems

5

Rolf Versluis

Founder & CTO, Adcap Network
Systems

6

Guido Jouret

VP & GM, Emerging Video Group, Cisco
Systems

6

Kelly Herrell

VP & GM, Software Networking
Business Unit, Vyatta

7

Bryan Palma

SVP & GM, Services Security Practice,
Cisco Systems

7

John Grady

Research Manager, Security Products,
IDC

8

Chris Young

SVP, Security & Government, Cisco
Systems

8

Brian Marshall

Senior Managing Director, Head of
Technology Team, ISI

9

Richard McLeod

Senior Director, Business Development,
Cisco Systems

9

Pete Stevenson

CEO, Latisys

10

Nikhil Jayaram

VP, Engineering, Cisco Systems

10

Trey Layton

CTO, VCE

Non-CMO Marketers


84


Top Internal Influencers on General Electric

Top External influencers on General Electric

Rank

Influencer

Title

Rank

1

Jeff Immelt

Chairman & CEO, GE

2

Seth Martin

3

Influencer

Title

1

Nourreddine
Bouterfa

CEO, Sonelgaz

Director, Financial Communication, GE

2

Michael Neal

Former Head of GE Capital

Lou Lenzi

Director, Industrial Design, GE

3

Dennis Rocheleau Former GE labor negotiator

4

Richard
Hausmann

President & CEO, Healthcare Systems
Global MR, GE

4

Jack Welch

Former CEO, GE

5

Christopher
Augustine

Manager, Global Communications &
Public Affairs, GE

5

Daniel Holland

Analyst, Morningstar

6

Rod Christie

CEO, Oil & Gas Subsea Systems, GE

6

Justin Tighe

Employees, Assets Security of Dun
Laoghair

7

Marco Annunziata Chief Economist, GE

7

Amanda Grandy

Marketing Manager, Briggs & Stratton
(BGG)

8

Dan Janki

President & CEO, Energy Management,
GE

8

Heidi Ramirez

Chief Academic Officer, Milwaukee
Public Schools

9

John Shepherd

Managing Director, Energy Financial
Services, GE

9

Ken Lund

Director, Colorado Office of Economic
Development & International Trade

10

Mike Pilot

Chief Commercial Officer, Capital, GE

10

Brian Murphy

Founder, PrimeStar

Non-CMO Marketers


85


Top Internal Influencers on HSBC

Top External influencers on HSBC

Rank

Influencer

Title

Rank

1

Frederic
Neumann

Managing Director, Asian Economic
Research, HSBC Hong Kong

2

David Watt

3

Influencer

Title

1

Bernard Silver

President, Consular Corps

Chief Economist, HSBC Canada

2

Ting Lu

Economist, Bank Of America Merrill
Lynch

Qu Hongbin

Chief Economist, HSBC China

3

Jackson Wong

VP, Tanrich Securities

4

James Steel

Chief Commodities Analyst, Precious
Metals, HSBC

4

Henry Moses

Manager, Qatar Airways

5

Izumi Devalier

Economist, HSBC Hong Kong

5

Mark McCombe

Senior Managing Director & Chairman,
BlackRock Asia-Pacific

6

Kevin Logan

Chief U.S. Economist, Securities, HSBC

6

Zhang Zhiwei

Cheif Economist, Nomura Securities

7

Christine Foyster

Head of Wealth Management, HSBC

7

Vincent Ho

Accountant, KPMG

8

Paul Bloxham

Chief Economist, HSBC Australia

8

Chris Weston

Chief Market Strategist, IG

9

Robert Lynch

Chief Currency Strategist, HSBC

10

Hongbin Qu

Chief Economist, HSBC China

*HSBC has less than 10 external influencers


86


Top Internal Influencers on Qualcomm

Top External influencers on Qualcomm

Rank

Rank

Influencer

Title

Influencer

Title

1

Anand
Chandrasekher

CMO, Qualcomm

1

Jing Wang

Former EVP & President, Global
Business Operations, Qualcomm

2

Paul Jacobs

CEO, Qualcomm

2

Michel Combes

CEO, Alcatel-Lucent

3

Rob Chandhok

President, Internet Services,
Qualcomm

3

Ian Ing

VP & Senior Analyst, Lazard

4

Kevork
Kechichian

VP, Engineering, Qualcomm

5

Irwin Jacobs

Co-Founder & Former Chairman,
Qualcomm

6

Jason Zheng

SVP, Qualcomm Atheros

7

Jay Srage

8

Peggy Johnson

9

Derek Aberle

EVP & Group President, Qualcomm

10

Murthy
Renduchintala

EVP, Qualcomm Technologies; CoPresident, Qualcomm Mobile

SVP & President, Middle East, Africa &
South East Asia Pacific, Qualcomm
EVP, Global Market Development,
Qualcomm

CMO


*Qualcomm has less than 10 external influencers

87


Top Internal Influencers on UBS

Top External influencers on UBS

Rank

Influencer

Title

Rank

Influencer

Title

1

Art Cashin

Director, Floor Operations at the NYSE,
UBS

1

Tom Hayes

Former trader, UBS

2

Wang Tao

Chief China Economist, UBS Hong Kong

2

Kevyn Orr

Partner, Jones Day

3

Steven Milunovich Managing Director, UBS

3

Darrell Read

Former Derivatives Broker, ICAP

4

Andrea Orcel

CEO, UBS

4

Hubert Lam

Managing Director, Morgan Stanley

5

Geoffrey Yu

Senior FX Strategist, UBS

5

Uche Orji

CEO, Nigerian Sovereign Investment
Authority

6

Toru Ibayashi

Executive Director, UBS Securities

6

Stuart Poonawala

Managing Director, Kubera Wealth

7

Paul Donovan

Deputy Head of Global Economics, UBS

7

Ravi Goutam

Managing Director, BlackRock

8

Philippe Houchois Analyst, UBS

9

Bhanu Baweja

Head of Research & Emerging Markets
Strategy, UBS

10

Brent Thill

Analyst, UBS

*UBS has less than 10 external influencers


88


Top Internal Influencers on Deutsche Bank

Top External influencers on Deutsche Bank

Rank

Rank

Influencer

Title

Influencer

Title

1

Joseph LaVorgna

Managing Director & Chief U.S. Economist,
U.S. Macroeconomic Research for Global
Markets, Deutsche Bank

1

Josef Ackermann

Former CEO, Deutsche Bank

2

Anshu Jain

Co-CEO, Deutsche Bank

2

Frederic Oudéa

CEO, Société Générale

3

David Bianco

Chief U.S. Equity Strategist, Deutsche
Bank

3

Ryan Hodson

Managing Director, Kodiak

4

Alan Ruskin

4

Andrew Stimpson

Analyst, Keefe, Bruyette & Wood

5

Jim Reid

5

Ken Liu

Spokesman, Unite Here

6

Gary Pollack

6

Sean McFarland

Director, Portfolio Trading, Sanford C.
Bernstein

7

Taimur Baig

Chief Economist, India & ASEAN,
Deutsche Bank

7

Thomas Hoenig

Vice-chairman, Federal Deposit
Insurance Corporation

8

John Horner

Currency Strategist, Deutsche Bank

8

Leo Leiderman

Chief Economist, Bank Hapoalim

9

Chris Whitmore

Analyst, Deutsche Bank

9

Josef Ackermann

Former CEO, Deutsche Bank

10

Michael Simotas

Director, Equities Research/Retail, Food
& Beverage, Deutsche Bank

10

Frederic Oudéa

CEO, Société Générale

Global Head, G10 Foreign-Exchange
Strategy, Deutsche Bank
Managing Director, Head of Global
Fundamental Credit Strategy, Deutsche
Bank
Managing Director, Fixed Income
Trading, Deutsche Bank


89


Top Internal Influencers on Royal Bank of Scotland

Top External influencers on Royal Bank of Scotland

Rank

Influencer

Title

Rank

1

Louis Kuijs

Chief China Economist, RBS Hong Kong

2

Brian Daingerfield FX Strategist, RBS

3

Alberto Gallo

4

Influencer

Title

1

Tom Porcelli

Chief U.S. Economist, RBC Capital
Markets

2

Adam Cole

Global Head of FX Strategy and
Director, RBC Capital Markets

Head of European Macro Credit
Research, RBS

3

Andrew Dunn

Analyst, RBC Capital Markets

Gaurav Kapur

SVP, Senior Economist, RBS

4

Leo Mariani

Analyst, Oil and Gas, RBC Capital
Markets

5

Abbas Ameli
Renani

Analyst, Emerging Markets Research &
Strategy, RBS

5

Robert Stallard

Analyst, RBC Capital Markets

6

George Osborne

Chancellor, Exchequer of the United
Kingdom, RBS

6

John Taft

CEO, Wealth Management U.S., RBC
Capital Markets

7

Paul Robson

Head of European FX Strategy, RBS

7

Jacob Oubina

Senior U.S. Economist, RBC Capital
Markets

8

Ross Walker

UK Economist, RBS

8

Mahesh
Sanganeria

Analyst, RBC, Capital Markets

9

Tatiana Orlova

Strategist, Russia & the CIS, RBS

9

Craig Wright

SVP & Chief Economist, RBC Capital
Markets

10

Junko Nishioka

Chief Economist, RBS Toyko

10

George Lewis

Group Head of Wealth
Management, RBC Capital Markets


90

Inside the Forbes "World’s Most Influential CMOs" List

Inside the Forbes "World’s Most Influential CMOs" List

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