Eminent CMO Linda Boff‘s departure from General Electric in April made news for two reasons. First, it marked the end of a tenure that included GE shedding its appliance brands and then splitting into three industrial companies. Second, though Boff could arguably have written her ticket to any marketing suite in corporate America, she decided to join an ad agency instead.
In June, Boff became CEO of Said Differently, a shop that’s upended the traditional agency model by eschewing a large, full-time staff in favor of a “global talent network” of designers, analysts, and digital strategists.
Crossing over to the agency side has given Boff the opportunity to look at marketing and advertising from a dual perspective, recognizing the places where both CMOs and agencies frequently fall short.
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