Tag Archives: marketing

Do you really want to use up a third of that time pronouncing your predecessor a complete idiot, precipitately firing the agency, conducting all new market research to explain why the brand has stalled, hiring an agency search consultant, meeting dozens of agencies all over the world, narrowing the field once or twice, conducting tissue sessions, traveling widely for final presentations, hiring an agency, developing a new campaign, launching the campaign and, finally, waiting for the new campaign to gain enough traction to replace the old campaign, which has either gone really stale or has not been running at all throughout this process, causing everyone else in the “chief suite” to start glancing at their watches and wonder what’s going on?

Jeff Goodby – A Survival Guide to New CMOs: You Might As Well Go For It