Antonia Wade, global CMO at PwC, has been named Marketer of the Year at the 2024 Marketing Week Awards.

Wade was selected from a competitive shortlist of the highest-rated marketers in the Marketing Week Top 100, sponsored by Digitas.

Since joining the consulting giant in 2021, she has led PwC’s global strategy ‘The New Equation’ while advising the global board on marketing strategy, pushing brand awareness, delivering world-leading thought leadership, and running PwC’s flagship campaigns. She has also introduced account-based marketing (ABM) capabilities within the business.

In 2023, PwC won more than 70 awards for its thought leadership and campaigns, launched a CMO Marketing Academy to upskill over 1,000 marketers globally, and accelerated its brand and ABM programmes.

PwC reported record global revenues of $55.4bn (£42.9bn) in the year to 30 June 2024, despite a tough market.

Prior to joining PwC, she delivered consistent commercial results in complex B2B organisations, having led marketing transformations at Capita, Thomson Reuters and Accenture.

The B2B buyer journey is not fit for purpose, here’s how to fix it

Outside of her day job, Wade published her first book last year. ‘Transforming the B2B Buyer Journey’ challenges the “legacy thinking” she believes is holding B2B marketers back, including the idea of the marketing “funnel”. Arguing the funnel is outdated for today’s buying journeys, Wade suggests an alternative framework to help marketers deliver better commercial returns.

This extensive experience driving success and innovation made her the clear choice for our jury of respected industry thought leaders. Wade was chosen thanks to her proven track record of delivering in complex organisations, the support she has given to young marketers and her championing of B2B marketing.

Wade says she is “humbled and honoured to be the first B2B winner of this award… huge thanks to Marketing Week and of course to my team who make it all possible”.

Russell Parsons, editor-in-chief of Marketing Week, adds: “Antonia is impactful, influential and someone who flies the flag for marketing internally and externally. She’s a great advocate for B2B and an excellent winner of Marketer of the Year.”