CMOs: Are They The CEOs Agencies Need?
What type of leader does an ad agency need in these turbulent times? Why not one who knows exactly what clients today need? This month Michael Mendenhall, the former chief marketer at Hewlett-Packard, was named president-chief operating officer of Lipman Advertising in New York. Mendenhall, in an interview with Advertising Age, notes that agencies need a multichannel integrated approach that match clients’ needs. He expects to expand the agency’s client roster and look to invest in new deals. Agencies have fumbled in the past when they’ve tapped non-agency talent to lead their shops. Back in the 1990s Ammirati Puris Lintas hired Rick Hadala, a McKinsey & Co. exec, as CEO. He didn’t last long. But maybe, just maybe, former can help create the agency of the future. That’s the idea behind Ignited, an agency (and a new DGC client) in L.A. Ignited was created by Eric Johnson, its president, who left Activision as its head marketer to start the agency he couldn’t find in 1999. Now Johnson is an innovation seeker who shared his thoughts on three trends he thinks will have a big impact on marketing.