Meet the Chief Technology Catalyst

Agencies get a bit of a bad rap when it comes to highfalutin job titles. The word “chief” is sometimes seemingly put in front a random assortment of digital buzzwords. The skeptic would say these very official-sounding titles are used to cover up a lack of deep capabilities. But the titles keep coming. The latest: chief technology catalyst. McCann is using the Consumer Electronics Show to roll out the latest iteration of the C-level exec at ad agencies. These CTCs are charged with a serious task: “driving technology innovation, including new models and partnerships, internally and externally in each of the company’s four operating regions.” Sounds like a lot of tech vendor meetings.The newly appointed CTCs are: Lori Schwartz for North America; Gregory Armshaw for Asia; for Europe: Mark Jackson for Europe; and Glauco Yasuda for Latin America.The CTCs are another move by McCann parent Interpublic Group to stay on top of tech trends. It brought on longtime digital ad exec Chad Stoller to lead its Emerging Media Lab, which was once led by Schwartz.
https://digiday.com/?p=2809

More in Marketing

More brands are blending deterministic and probabilistic data for hybrid targeting approaches

Advertisers are exploring AI-assisted lookalike modeling for new audience targeting approaches — brought on by the fading third-party cookie.

The Home Depot adds another acronym — ‘ROMO’ — in next phase of negotiating retail media network measurement

The Home Depot is pitching a new acronym: ROMO, or return on marketing objectives, in addition to return on ad spend (ROAS) to help marketers paint a more holistic picture of their campaign efficacy. 

‘It’s become a personality brand now’: Why Tesla’s brand perception is in a tricky spot as sales slump

Elon Musk has become a polarizing figure given his role in President Donald Trump’s administration and it looks like the ripple effects of that polarization are affecting the Tesla brand.