Making Creator Headlines · Page 1
Agencies Discover There Are Executives Above the CMO
· New York time
Agency holding companies’ courtship of the wider C-suite can put their relationship with the chief marketing officer under strain, the tension examined in Digiday’s marketing briefing. Selling broader strategic importance also raises an awkward organizational question: who owns the conversation when an agency goes above its established client contact? Wider access may look attractive from the agency’s side of the table, but it introduces another relationship to manage. The organizational chart suddenly resembles a climbing wall. Reaching higher is less impressive when the person holding the rope learns about the expedition from a forwarded invitation.
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