I’ve heard this title before, but never really paid much attention to it. It was usually reserved for execs in the customer service departments of major companies, or self-attached by ego-inflated company founders who wanted a better spin on the CEO moniker.
But the title — and the position that comes with it — will be one of the most sought-after in the near future. More telling for experiential marketers, it is becoming a position that is de rigeur at major ad shops.
According to Ad Age, “in a first for JWT, New York, the agency has hired a top interactive-and-digital creative to a senior creative post, reporting directly to co-president Ty Montague. Colleen DeCourcy, chief creative officer at Omnicom Group’s Organic, is moving to the WPP-owned agency as chief experience officer, a new post…..At JWT, Ms. DeCourcy will partner with executive creative directors ‘to help them conceive of and deliver multiplatform brand stories.'”
Hey, I like it. A 30-second shop like JWT wants to tell multiplatform brand stories. If the shop — and any shop for that matter — can do this successfully and consistently, then I would venture to say that many CEOs will be former CEOs.