Today IPG’s Martin Agency announced it has created an Executive Committee as chief customer officer and designated veteran Danny Robinson role.
Robinson will be responsible for working with account management to support creative ideas, collaborating with creative teams to determine what drives business is clients and partners with customers to sell breakthrough work throughout their organization, in order to combat “brand is invisible”.
“The brands that we represent, should be discussed in the framework of the culture in General,” the Agency’s Director General Martin Kristen Cavallo told Adweek. “So we need to enhance the relationship between culture and business, and we created the position of senior Director client to do just that.”
Robinson, who previously served as creative Director of the group, stepping a bit unorthodox one—but he brings a unique background to this role. Prior to joining the Martin Agency in 2004, he co-founded the creative shop Avenger and has served as its CCO. He also received an MBA from Clark University in Atlanta in 1984.
“You are to meet many creative Directors who have an MBA, I worked in the brand and founded his own advertising Agency, known for using pop culture,” said President of the Martin Agency Chris Mumford is spoken in the message. “But then again, there’s only one Danny Robinson. Danny was even part-time stand-up comic for 10 years. He is a unicorn, which make it a highly unique shape for that role.”
“My whole career was in the creative Department,” Robinson said, so the role of the characters shift. However, he added, “I have always approached my work with the understanding that I am in business and work for business.”
He explained that in addition to bridging the gap between creative and accounts departments, it will also work with customers to identify types of problems, the Agency can help them solve that usually does not appear in the creative briefs.
Cavallo noted that Robinson is the first African American to join the Agency C-Suite, and Martin said the Agency is making a significant contribution to the promotion of its talented people for senior positions in the last five months, including a doubling of women in C-Suite.
In addition to Cavallo, who replaced former CEO Matt Williams after the sexual harassment allegations against the former CCO Joe Alexander, the Agency assisted Karen Costello to the role of Alexander in the beginning of the year.
Cavallo also told Adweek that after the departure of Alexander led to the increased commitment to transparency.
“We often agencies try to hire people who fit into the culture,” pushing out “innovative ideas that do not fit into the process,” said Cavallo. The management team that the Agency wants to move forward is one that uses “a different perspective towards solving business problems,” she added, calling this “a culture that has always been Martin at their best.”
While Cavallo stressed that the Agency’s commitment to diversity does not come from the departures of Alexander, Williams and President Beth Rilee-Kelly seems to have accelerated some of these changes.
Cavallo said that the scandal surrounding the Alexandra was “a moment that was painful gift. It was a difficult time for the Agency that pays dividends and will continue to release to this Agency.”
Robinson added that “unfortunate circumstances” the Agency was faced with “forcing people to be more consciously aware of”.
“Speak easy”, he said, but the Agency “was not good just talking. [Changed] not only because it was necessary, but because it was important.”