When car guys talk, people listen. And then respond in the media.
Forbes' second annual CMO Influence Study, which purports to name the world's most influential chief marketing officers, is dominated by auto execs. The rankings are based on expressing opinions that "resonate the most, garner the most reaction and are published or referenced most frequently across networks or media."
No. 3 on the list of 66 global execs is Andy Palmer, Nissan's top marketer. Palmer trailed only the top marketing officers at Apple and Samsung. Ford's Jim Farley ranked fourth, Alan Batey of General Motors was No. 8, and Michael Sprague of Kia Motors America finished 10th.
Forbes said Palmer generated chatter by talking about self-driving cars, a topic Nissan pushes. Farley's big influence numbers came from talking about Lincoln and social media, and Batey's stemmed from his focus on Chevrolet and regional car markets. Sprague's views about the J.D. Power APEAL study results and the Kia Optima resonated.
Research firm Appinion, which scours media reports to keep track of companies' visibility on all types of media, conducted the study.