Chief creative officer role proliferates inside brands. Are agencies losing out?
Chief creative officers (CCOs) have proliferated at brands in recent months, with companies from Ikea and Walmart to the NFL's Washington Football Team adding the role to their marketing rosters. A rising profile for CCOs comes as creative agencies contend with heavy pandemic workloads and the continued in-housing by marketers of key functions, resulting in feelings of burnout and alienation. Perhaps tellingly, several CCO hires of late cut their teeth in the agency space. "When people move over to the client-side, whether it's real or perceived, there is this thought that they're going to ha...
Source: marketingdive.com
