New report finds the real source of CMO complexity is not external but organisational, reframing modern marketing leadership as, at its core, a decision problem
HONG KONG SAR - Media OutReach Newswire - 7 May 2026 - The Marketing Society, in partnership with marketing effectiveness consultancy Ekimetrics, today launches The CMO Tension Report, a new piece of research drawing on conversations with 14 Chief Marketing Officers (CMOs) and business leaders across Asia-Pacific.
The Marketing Society and Ekimetrics Launch ‘The CMO Tension Report’
The report surfaces something that many marketing leaders are already living but rarely see reflected back clearly: that the complexity facing CMOs today is not simply external. It is organisational and, at its core, a decision problem.
Fragmented structures, misaligned KPIs, and unclear ownership across functions are making it increasingly difficult for senior marketers to make confident, cohesive decisions. CMOs have more data and tools at their disposal than ever before, but the challenge now is clarity. This gap in clarity widens the distance between what businesses are ambitious to achieve and what marketing leaders can realistically deliver.
What makes the report timely is the consistency of what it found. 14 senior leaders across different sectors and markets described a remarkably similar set of pressures, not as isolated trends, but as forces converging at once: the tension between short-term ROI and long-term brand value; the friction created by fragmented measurement and ownership across the business; the role of AI, which leaders broadly acknowledge improves efficiency but does not resolve how decisions are made or who is accountable for them.
Sophie Devonshire, CEO of The Marketing Society, said "At The Marketing Society, we've long held that marketing is the key driver of growth in business. And yet, when we talk to our members across the world, we keep hearing the same thing, that the biggest tension CMOs face is bridging the gap between the business's ambition to grow and the reality of delivering that growth. That tension plays out across multiple dimensions simultaneously — AI, creativity, measurement, ownership, short-term versus long-term — and in a region as vast and varied as APAC, every one of those dimensions is amplified. We brought together 14 marketers from 13 organisations to share how they are navigating this in their daily lives. What came through clearly is that the fundamentals of marketing remain constant. What is changing, and will keep changing, is how we apply them. This report exists to help the marketing community learn how to do exactly that."
Olivier Kuziner, Managing Partner APAC at Ekimetrics, said "At Ekimetrics, we believe the defining leadership challenge for modern marketing is orchestrating short-term and long-term performance together through better decision making. That belief is what drew us to this research, and what the report confirms. The CMOs we spoke to across APAC are operating in an environment where data abundance, channel fragmentation, and performance culture have accelerated decision cycles, while shrinking patience for long-term returns. The risk, and we see it consistently, is organisations mistaking efficiency for effectiveness, and optimisation for transformation. Value comes from fixing the system; the measurement frameworks, the shared definitions of success, the cross-functional alignment. This report makes that case through the voices of leaders who are working through it in real time."
Underlying all of it is a broader shift in what is expected of marketing, from execution to strategic growth engine. The report examines not just the tensions CMOs are navigating, but what organisations need to change: clearer decision-making frameworks, better cross-functional alignment, and a shared understanding of how marketing creates value over time.
The CMO Tension Report is available to view and download at https://heyzine.com/flip-book/cmotensionreport.html.
Hashtag: #TheMarketingSociety #Ekimetrics #CMOTensionReport
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About The Marketing Society
www.marketingsociety.com
The Marketing Society is the influential global community that expands perspectives on what marketers can achieve, founded in 1959, in a pub as a not-for-profit organisation. Since then, we have grown to become a highly influential community of marketing leaders around the world, with hubs in England (HQ), Scotland, Hong Kong, Singapore, United Arab Emirates and New York.
Connecting the brightest voices in marketing to unlock the best of each other through accelerated growth, actionable inspiration, and influential connections.
At a time when marketers have never been more crucial as the people-centric growth engine of business, we recognise their essential role amid complexity and change. By bringing together marketing's brightest voices, we help them do well, do good and feel good whilst collectively elevating marketing's influence and impact. We are for marketers who mean business.
That's why The Marketing Society exists, to unite global change leaders to accelerate responsible business growth. Together, we achieve more.
Through the connections of our 3,000+ Membership community, a world-class programme of events, ground-breaking professional development programmes, prestigious Awards scheme, publications, and insightful content, we help empower our members to lead success in their organisations and add value to customers and society, leading the conversation in businesses and the industry.
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HKUST Led Project Marks Hong Kong’s First Scientific Payload on the National Space Station
HONG KONG SAR - Media OutReach Newswire - 13 May 2026 - The world's first lightweight, high‑resolution, high‑precision synergistic observatory for carbon dioxide (CO₂) and methane (CH₄) emission point sources – named "MUSICO", Multi‑Spectral Imaging Carbon Observatory, led by The Hong Kong University of Science and Technology (HKUST) – was successfully launched aboard the Tianzhou‑10 cargo spacecraft on May 11 and has arrived at China's Tiangong Space Station. This is not only Hong Kong's first scientific payload deployed on the national space station, but also a historic breakthrough for the city in the development of high‑end aerospace instruments. The project fully demonstrates Hong Kong's strong capability to build national‑level cutting-edge scientific payloads, to participate in long‑term space station missions, and to play a key role in addressing global climate change while serving the nation's strategic "carbon peak and carbon neutrality" goals.
The project is led by an interdisciplinary research team from HKUST, comprising experts from the Department of Civil and Environmental Engineering, the Division of Emerging Interdisciplinary Areas, the Division of Environment and Sustainability, the Department of Computer Science and Engineering, and the Division of Public Policy. In late 2024, the project received formal approval from the Technology and Engineering Center for Space Utilization of the Chinese Academy of Sciences (CSU.CAS), the general research center for the Space Utilization System. It is jointly developed with the CAS Changchun Institute of Optics, Fine Mechanics and Physics, and funded by the Special Call (Aerospace Technology) of the Innovation and Technology Support Program under the Innovation and Technology Commission of the HKSAR Government.
MUSICO is a lightweight, high‑resolution, high‑precision greenhouse gas point‑source detection payload capable of accurately measuring CO₂ and CH₄ — two major greenhouse gases — from space. Smaller than a domestic washing machine, the instrument maintains extra-high spectral resolution and one hundred‑meter spatial resolution. By analyzing intensity changes of sunlight over specific spectral bands as it passes through the atmosphere and reflects off the Earth's surface, MUSICO identifies gas‑specific absorption features to determine gas concentrations and pinpoint individual emission sources, enabling effective monitoring of key facilities such as power plants and landfills.
Prof. SUN Dong, Secretary for Innovation, Technology and Industry of the HKSAR Government, remarked, "This HKUST led project represents Hong Kong's first scientific payload aboard the Tiangong Space Station, a major milestone for Hong Kong in the nation's space missions. The national 15th Five Year Plan identifies accelerating green and low carbon transition, building a space powerhouse, and achieving carbon peak as key priorities. The successful deployment of a payload autonomously developed by a Hong Kong research team on Tiangong powerfully demonstrates that Hong Kong scientists possess top tier research and technology translation capabilities in frontier fields such as aerospace technology and green low carbon science, providing the nation with high quality, verifiable scientific data to accelerate the realization of the dual carbon goals."
Prof. Nancy IP, President of HKUST, said, "We are deeply honored that our HKUST research team can participate in scientific missions on the national space station, and we sincerely thank the nation and the HKSAR Government for their long‑standing trust and support. This project not only highlights HKUST's accumulated strengths in aerospace engineering, satellite remote sensing, and environmental engineering, but also proves that Hong Kong's research capabilities can make substantial contributions on the nation's highest‑level aerospace platforms. As the world's first lightweight high‑precision greenhouse gas point‑source detection payload, MUSICO will continue to operate on the national space station, providing autonomous, controllable, high‑reliability CO₂ and CH₄ emission monitoring data that directly support the nation's dual‑carbon goals and provide scientific backing for the 'Beautiful China' initiative and global climate governance."
President Ip added, "In recent years, HKUST has been deepening its efforts in deep‑space exploration and low‑orbit satellite technology — following the successful launch of Hong Kong's first higher‑education satellite in 2023, we are now actively participating in the nation's Chang'e‑8 lunar exploration mission. Looking ahead, HKUST will continue to leverage its strengths in artificial intelligence, robotics, and materials science to accelerate the translation of space‑related technologies and nurture high‑end talent, contributing to the nation's accelerated drive to build a space powerhouse and achieve green, low‑carbon, high‑quality development."
Prof. SU Hui, Project Lead, Chair Professor of the Department of Civil and Environmental Engineering and Global STEM Professor at HKUST, said, "The development of MUSICO involved overcoming multiple critical technical challenges — namely, how to achieve high spectral resolution, fine spatial resolution, and synergistic multi‑gas observation under strict size and weight constraints. The team conducted extensive testing and optimization in optical design, precision manufacturing, and system integration to ensure the instrument can deliver reliable, accurate greenhouse gas data over long periods under high‑speed operation and extreme space environments. Successfully integrating these key technologies into a lightweight payload represents a landmark engineering and scientific achievement, demonstrating that the technology has reached internationally advanced standards."
Prof. ZHANG Limin, Co‑Project Lead, National Engineer Awardee and Head of the Department of Civil and Environmental Engineering at HKUST, emphasized, "MUSICO's observational coverage spans most land and ocean areas across low‑to‑mid‑latitude regions, providing consistent and comparable greenhouse gas monitoring data for different regions. The project's results will be shared with government agencies and research institutions, supporting scientific research and practical applications in the Guangdong‑Hong Kong‑Macao Greater Bay Area and in other parts of China. They will also provide a scientific basis for cross‑regional climate research and emission reduction efforts along the Belt and Road, contributing to the global response to climate change. This is both a vivid example of HKUST's research strength serving national strategy and a concrete practice of Hong Kong's research capabilities contributing to global climate governance."
The research project is co‑led by Prof. SU Hui, Chair Professor of the Department of Civil and Environmental Engineering and Global STEM Professor at HKUST, and Prof. ZHANG Limin, Chair Professor and Head of the same department. Prof. ZHAI Chengxing, Associate Professor of the Division of Emerging Interdisciplinary Areas serves as the mission system engineer. Other team members include: Senior Scientific Officer Dr. RONG Pingping, Prof. ZHANG Jize, and Prof. WANG Zhe from HKUST's Department of Civil and Environmental Engineering; Prof. NING Zhi, Prof. SHI Xiaoming, and Prof. GU Dasa from the Division of Environment and Sustainability; Prof. MA Xiaojuan from the Department of Computer Science and Engineering; Prof. ZHU Pengyu from the Division of Public Policy; Prof. GAO Meng from Hong Kong Baptist University; and Prof. LI Jia from Lingnan University.
The project has also garnered strong industry support, including funding from HKUST-incubated startup Stellerus Technology Limited. Meanwhile, CLP Power Hong Kong Limited will collaborate with the project team to explore leveraging the data collected by MUSICO to complement its relevant assessments.
Hashtag: #HKUST
The issuer is solely responsible for the content of this announcement.
HONG KONG SAR - Media OutReach Newswire - 13 May 2026 - The world's first lightweight, high‑resolution, high‑precision synergistic observatory for carbon dioxide (CO₂) and methane (CH₄) emission point sources – named "MUSICO", Multi‑Spectral Imaging Carbon Observatory, led by The Hong Kong University of Science and Technology (HKUST) – was successfully launched aboard the Tianzhou‑10 cargo spacecraft on May 11 and has arrived at China's Tiangong Space Station. This is not only Hong Kong's first scientific payload deployed on the national space station, but also a historic breakthrough for the city in the development of high‑end aerospace instruments. The project fully demonstrates Hong Kong's strong capability to build national‑level cutting-edge scientific payloads, to participate in long‑term space station missions, and to play a key role in addressing global climate change while serving the nation's strategic "carbon peak and carbon neutrality" goals.
The project is led by an interdisciplinary research team from HKUST, comprising experts from the Department of Civil and Environmental Engineering, the Division of Emerging Interdisciplinary Areas, the Division of Environment and Sustainability, the Department of Computer Science and Engineering, and the Division of Public Policy. In late 2024, the project received formal approval from the Technology and Engineering Center for Space Utilization of the Chinese Academy of Sciences (CSU.CAS), the general research center for the Space Utilization System. It is jointly developed with the CAS Changchun Institute of Optics, Fine Mechanics and Physics, and funded by the Special Call (Aerospace Technology) of the Innovation and Technology Support Program under the Innovation and Technology Commission of the HKSAR Government.
MUSICO is a lightweight, high‑resolution, high‑precision greenhouse gas point‑source detection payload capable of accurately measuring CO₂ and CH₄ — two major greenhouse gases — from space. Smaller than a domestic washing machine, the instrument maintains extra-high spectral resolution and one hundred‑meter spatial resolution. By analyzing intensity changes of sunlight over specific spectral bands as it passes through the atmosphere and reflects off the Earth's surface, MUSICO identifies gas‑specific absorption features to determine gas concentrations and pinpoint individual emission sources, enabling effective monitoring of key facilities such as power plants and landfills.
Prof. SUN Dong, Secretary for Innovation, Technology and Industry of the HKSAR Government, remarked, "This HKUST led project represents Hong Kong's first scientific payload aboard the Tiangong Space Station, a major milestone for Hong Kong in the nation's space missions. The national 15th Five Year Plan identifies accelerating green and low carbon transition, building a space powerhouse, and achieving carbon peak as key priorities. The successful deployment of a payload autonomously developed by a Hong Kong research team on Tiangong powerfully demonstrates that Hong Kong scientists possess top tier research and technology translation capabilities in frontier fields such as aerospace technology and green low carbon science, providing the nation with high quality, verifiable scientific data to accelerate the realization of the dual carbon goals."
Prof. Nancy IP, President of HKUST, said, "We are deeply honored that our HKUST research team can participate in scientific missions on the national space station, and we sincerely thank the nation and the HKSAR Government for their long‑standing trust and support. This project not only highlights HKUST's accumulated strengths in aerospace engineering, satellite remote sensing, and environmental engineering, but also proves that Hong Kong's research capabilities can make substantial contributions on the nation's highest‑level aerospace platforms. As the world's first lightweight high‑precision greenhouse gas point‑source detection payload, MUSICO will continue to operate on the national space station, providing autonomous, controllable, high‑reliability CO₂ and CH₄ emission monitoring data that directly support the nation's dual‑carbon goals and provide scientific backing for the 'Beautiful China' initiative and global climate governance."
President Ip added, "In recent years, HKUST has been deepening its efforts in deep‑space exploration and low‑orbit satellite technology — following the successful launch of Hong Kong's first higher‑education satellite in 2023, we are now actively participating in the nation's Chang'e‑8 lunar exploration mission. Looking ahead, HKUST will continue to leverage its strengths in artificial intelligence, robotics, and materials science to accelerate the translation of space‑related technologies and nurture high‑end talent, contributing to the nation's accelerated drive to build a space powerhouse and achieve green, low‑carbon, high‑quality development."
Prof. SU Hui, Project Lead, Chair Professor of the Department of Civil and Environmental Engineering and Global STEM Professor at HKUST, said, "The development of MUSICO involved overcoming multiple critical technical challenges — namely, how to achieve high spectral resolution, fine spatial resolution, and synergistic multi‑gas observation under strict size and weight constraints. The team conducted extensive testing and optimization in optical design, precision manufacturing, and system integration to ensure the instrument can deliver reliable, accurate greenhouse gas data over long periods under high‑speed operation and extreme space environments. Successfully integrating these key technologies into a lightweight payload represents a landmark engineering and scientific achievement, demonstrating that the technology has reached internationally advanced standards."
Prof. ZHANG Limin, Co‑Project Lead, National Engineer Awardee and Head of the Department of Civil and Environmental Engineering at HKUST, emphasized, "MUSICO's observational coverage spans most land and ocean areas across low‑to‑mid‑latitude regions, providing consistent and comparable greenhouse gas monitoring data for different regions. The project's results will be shared with government agencies and research institutions, supporting scientific research and practical applications in the Guangdong‑Hong Kong‑Macao Greater Bay Area and in other parts of China. They will also provide a scientific basis for cross‑regional climate research and emission reduction efforts along the Belt and Road, contributing to the global response to climate change. This is both a vivid example of HKUST's research strength serving national strategy and a concrete practice of Hong Kong's research capabilities contributing to global climate governance."
The research project is co‑led by Prof. SU Hui, Chair Professor of the Department of Civil and Environmental Engineering and Global STEM Professor at HKUST, and Prof. ZHANG Limin, Chair Professor and Head of the same department. Prof. ZHAI Chengxing, Associate Professor of the Division of Emerging Interdisciplinary Areas serves as the mission system engineer. Other team members include: Senior Scientific Officer Dr. RONG Pingping, Prof. ZHANG Jize, and Prof. WANG Zhe from HKUST's Department of Civil and Environmental Engineering; Prof. NING Zhi, Prof. SHI Xiaoming, and Prof. GU Dasa from the Division of Environment and Sustainability; Prof. MA Xiaojuan from the Department of Computer Science and Engineering; Prof. ZHU Pengyu from the Division of Public Policy; Prof. GAO Meng from Hong Kong Baptist University; and Prof. LI Jia from Lingnan University.
The project has also garnered strong industry support, including funding from HKUST-incubated startup Stellerus Technology Limited. Meanwhile, CLP Power Hong Kong Limited will collaborate with the project team to explore leveraging the data collected by MUSICO to complement its relevant assessments.
Hashtag: #HKUST
The issuer is solely responsible for the content of this announcement.
** This press release is distributed by Media OutReach Newswire through automated distribution system, for which the client assumes full responsibility. **
