Business directors sit in a dangerous position, according to AdWeek's Noreen O'Leary, with many in their roles for two years or less.
While much has been made of the short lifespan of CMOs—on average 45 months, according to recruiters Spencer Stuart—there’s even more survival pressure on the business development executives pitching those clients.
In fact, a whopping 80 percent of agency respondents in a new Agency-Marketer Business Report from RSW/US said the tenure of their new business director was just two years or less.
While some execs are poached, a major factor for that revolving door is agencies do not always set realistic performance expectations, said RSW president Mark Sneider.
Publicis North America chief Andrew Bruce, who last week announced he’s hired Julie Levin, formerly chief growth officer at The Martin Agency, as CMO, concurred: “It’s not fair to blame everything on the CMO. I said to Julie, ‘If you fail, I fail.’ There are a lot of people around her with skin in the game.”
There is recent anecdotal evidence to support RSW’s survey results.
Read the full article by AdWeek’s Noreen O’Leary here.
Clemenger BBDO Melbourne has announced Charlotte Stevens as group business director, leading the Myer account. Stevens is returning home to Australia following a decade in London, most of which was spent at Portas Agency. During her time in London, Stevens led Sainsbury’s fashion, homeware and beauty portfolios and worked across a range of retail accounts […]
Flybuys and The Trade Desk have announced a first-of-its-kind partnership in Australia to provide advertisers with unprecedented insight into the impact of their online advertising campaigns on offline and online sales. This partnership marks the first time that Unpacked by Flybuys’ de-identified sales conversion data, from Flybuys’ more than eight million members, will be made available […]
In this piece, Tim Sleath, VP of Product Management at VDX.tv, discusses household targeting’s role alongside other identity solutions and how advertisers can create an effective household strategy for their campaigns. As the advertising industry plans for the removal of third-party cookie support and moves toward adopting more privacy-centric solutions, marketers will need to identify […]
Culture-leading publisher Highsnobiety continues to evolve its local operations with the appointment of Citizens of Culture as its strategic partner across media operations within Australia. Highsnobiety is a premium global brand dedicated to cultural pioneers, with work spanning across digital platforms, print media, documentaries, cutting edge events, a shopping platform and a full service creative […]
Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]
The media, marketing and creative industries are being encouraged to host their own ‘Curry Club for COVID’ before 30th June to help meet the ambitious $100k target set by its organisers. Curry Club for COVID, which was conceived by long-time adtech executive Peter Bray, sales director at Impact, and is powered by industry social purpose organisation […]
The UnLtd Cup is returning for its tenth consecutive year, marking a decade of soccer shenanigans that’s raised nearly $500,000 for children’s mental health charity, KidsXpress. On July 22-23rd, 28 teams from across the industry will battle it out on the soccer field in the two-day tournament at Sydney University Sports and Fitness Centre, Darlington. […]