How Agencies Deal with Clients' CMO Churn

Agencies are hiring CMOs and chief brand officers to strengthen their relationships, but is it enough?

"Marketers and agencies are in desperate need of a lingua franca, a common language that bridges perspectives and aligns ambitions," commented Martin's Chief Brand Officer, Elizabeth Paul, in Association of National Advertisers Magazine's recent article covering CMO churn across the industry.

"Both sides could also use a dose of empathy when it comes to bolstering their relationships. 'Some assume marketers want effectiveness at the expense of creativity, or that agencies desire creativity without accountability,' Paul says. 'In reality, I believe that both parties want work that works, and both parties want creativity that captures culture. Aligning perspectives requires that we understand more of one another's worlds.'"