2025 was one other busy 12 months for advertising headhunters and company HR groups.

The final 12 months have seen new chief advertising officers (CMOs) take the reins at giants like McDonald’s and Mastercard, whereas others, together with the Nationwide Basketball Affiliation (NBA) and Poppi, are at present with out devoted CMOs.

Some corporations, comparable to tech challenger Nothing and Cadillac F1, employed their first CMOs, gearing up for a brand new chapter in 2026.

Should you’re struggling to maintain tempo with all of the change, or want a reminder of who has landed the place, ADWEEK has rounded up a few of 2025’s largest CMO firsts, exits, and shuffles.

Hold scrolling to see the strikes that formed the 12 months.

Replace: The article has been edited to incorporate the adjustments at Unilever’s chief marketer place.

Greatest Exits

Tariq Hassan, McDonald’s

During his tenure Hassan helped redefine McDonald's for Gen Z and cement its place in culture through buzzy digital-first campaigns.

What modified? Longtime McDonald’s USA chief advertising and buyer expertise officer, Tariq Hassan, resigned from his role in early 2025. He was succeeded by Alyssa Buetikofer, CMO of McDonald’s Canada. In his 4 years on the fast-food big, Hassan oversaw main campaigns together with “Fan Truths” and the viral revival of Grimace. 

Why it issues: Hassan departed at a turbulent time for the enterprise. Within the third quarter of 2024, McDonald’s posted its largest world gross sales decline since 2020. It additionally wanted to revive its popularity as a price vacation spot and win again belief after an E. coli outbreak in late 2024. Whereas gross sales have since grown, McDonald’s nonetheless has work to do in “re-engaging the low-income client,” CEO Chris Kempczinski said in an August earnings name. –Brittaney Kiefer

Tammy Henault, NBA

The marketer has leaned on cinematic, celebrity-filled storytelling to revive the league