- Black Glass, IPG’s CMO consultancy, is creating a new division to help CMOs build their personal brands.
- It comes as CMOs’ average tenure continues to decline.
- The service will let CMOs tap marketing pros like Ally’s Andrea Brimmer and Verizon’s Diego Scotti.
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With the average CMO tenure, at 40 months, is at its lowest since 2009, ad holding company IPG is launching a new service geared at helping marketing chiefs grow their skills and personal brands.
The offering will be a part of IPG’s Black Glass, a consultancy that it launched in 2020 to help CMOs with enterprise-level projects like increasing their return on spending. It will be led by former Forbes editorial communities director and CMO Network chair Jenny Rooney, who will serve as its managing director.
The exact pricing and services are still being ironed out, but Black Glass plans to charge clients a membership fee to access the expertise of CMOs including Ally’s Andrea Brimmer, Intel’s Karen Walker, and Verizon’s Diego Scotti.
They’ll be able to network with other CMOs and business school academics and attend workshops on things like problem-solving and joint projects. As an example, those interested in diversity, equity and inclusion could tap Scotti, who’s known for his DEI work in the advertising industry, said Rooney.
They’ll also be able to get customized access to IPG’s data hub Acxiom and outside data sources.
“The plan was always to create a firm that’s specifically purpose-built for CMOs, and this lets us help them thrive at an individual level,” Black Glass founder and CEO Katie Klumper said.
IPG invested close to $5 million into the consulting group and plans to spend more over time, company spokesman Tom Cunningham said in October.