Ad holding giant IPG has roped in a former Deloitte Digital exec and invested $5 million to launch a new consulting firm geared at CMOs
Published
Oct 26 2020 at 1:21 PM GMT
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- Ad holding company Interpublic Group has launched a new consulting firm to help CMOs scrambling to navigate the pandemic and fend off giant consulting companies that are increasingly moving in on ad agencies' turf.
- Black Glass is trying to capitalize on the growing role of data in marketing; marketing's expansion to nontraditional tactics; and the shift to project work.
- Its pitch is that it can help clients make fast business decisions using IPG's data hub Acxiom among other outside data sources, financial modeling and a network of internal and external experts.
- One client it named, BMW, said it's using Black Glass to tweak its 2021 advertising budget and save money on agency fees.
- Founder and CEO Katie Klumper said she believes her consulting and agency experience (she was a principal at Deloitte Digital and president at agency KBS) positions Black Glass well to understand brands' needs.
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- Published Oct 26, 2020 1:21 PM GMT