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In a string of recent and ongoing advertising reviews, marketing is getting a seat at the CEO table.
Hewlett-Packard CEO Meg Whitman reacted to the creative concepts that agencies pitched in the finals of the company’s recently concluded global PC review. Likewise, Nascar CEO Brian France is playing a hands-on role in the racing league’s ongoing creative search.
Less active but nonetheless engaged in final pitches in Southwest Airlines’ ongoing review is CEO Gary Kelly. Corporate bosses also turned up in the final rounds of reviews for American Eagle Outfitters and Kohler Co.
Instead of rubber-stamping the recommendations of their marketing departments—as CEOs have typically done in the past—these chiefs are actively participating.
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