What’s new in the adland name game? Global chief creative experience officer of course
The agency business yields to no-one in its ability to come up with new titles, mostly it seems involving an officer of some sort.
While one might accept that “experience” is an important newish area for agencies – experience as opposed to customer experience, somehow – this is all getting a bit out of hand. Particularly the addition of ‘creative.’
Is it David Droga’s fault? A few years ago he renamed himself creative chairman of Droga5. Was this to underline that he was a creative as well as chairman? Even the dimmest client must have known that. Or to differentiate himself from a non-creative chairman?
To go back to the doubtless estimable Williams, does TBWA\Worldwide also have a non-creative chief experience officer? Who might be shortened to CEO, except that the agency already has one of those as I recall.
Calling someone creative doesn’t make them so.