Agency tenure predicts effectiveness - CMO tenure does not
PrincipleBrand & Creativity
Agency tenure predicts effectiveness - CMO tenure does not
The agency-tenure effect does not repeat for CMO tenure: brands with multiple CMO changes in five years reported as many very large effects (2.2 brand / 2.3 business) as brands with none reported fewer (0.8 / 1.2). The institutional memory that compounds sits in the brand-agency relationship, not in the CMO's chair.
Source
System1 x IPA, The Power of Compound Creativity (2025)
Andrew Tindall (System1)
System1 x IPA, The Power of Compound Creativity, s. 10
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