TeamCMO is today’s Ad Industry Innovator.  I first read about Tim’s group in the St Louis Post Dispatch story of his company’s  launch.  Tim previously worked for a little beer company called Anheuser-Busch InBev.

What makes Team CMO an innovator is the space they occupy.  They’re not an agency and not a consulting firm, rather they embed themselves in mid-level organizations who could not otherwise afford to hire a CMO (or in many cases an agency).  Tim is joined by a diverse group of industry veterans, among them, David English and Mark Greenspahn.

Team CMO’s vision is to bridge the gap between that of outsourced strategic expert and in house cuturalist.  Their level of involvement allows Tim’s group a point-of-view that an outside partner may never have; because, as any one who’s been on the agency side will tell you, even the best clients have trouble committing to full transparency with their partners.  There always seems to be some secrets they just won’t tell.

So TeamCMO functions not as an employee who, at times, may be either too close to the problem or too tied to established company goals be able to take risks and they’re not guns for hire, in that they often get a higher level of access to the C Suite.

Their’s is a unique space and another wrinkle to a model where smart marketers are moving higher up the food chain in organizations, as companies continue to shift what they value (and will pay for)to  strategic rather than executional expertise.  People like Tim have realized that the real value of marketing partners is evolving and they aim to be at the center of that shift.

What was the aha moment when you realized “our company needs to be doing things differently than we have been”?

A:  After working for over 25+ years in one of the most sophisticated and creative marketing environments in the CPG world, it was obvious that start-up and mid-size companies with potentially powerful brands just couldn’t afford or access the marketing expertise.  Combined with market dynamics (i.e., over-abundance of talent) and the economic conditions, the TeamCMO concept will work for many potential partners.

What books are on your nightstand or great blogs on your Google reader

A:  Simple, Sports Business Journal and Hollywood Reporter, outside of family, what else is there in life?

Give me an example of marketing you think is brilliant and why.

A:  It’s difficult to pinpoint one marketing example, because “marketing” is a sequence of excellent strategy; solid planning; resource allocation; brilliant creative and flawless execution.  Two of the best examples are the iPod and iPhone because Apple maximizes the power of marketing on all levels.

We’ve all read that the pitch / RFP process is broken.  Many agencies aren’t even interested in competing in pitches.  Do you see an alternative to this process?

A:  Yes, the RFP process is not solution based.  It typically introduces the “engagement” of brands, but doesn’t extend to activation, execution and ROI.  Companies and brands want and need cost-effective solutions that encompass all marketing aspects, the group that can deliver wins!

What does the agency of the future look like?

A:  Virtual, flexible, experienced, efficient and able to attract the right talent at the right time…this is exactly what TeamCMO is building.

What do marketers need that agencies are not giving them?

A:  Marketing organizations have been gutted; they need the expertise and management strength to fill the gaps that have been created by this economic downturn.

Who do you admire and why?

A:  I admire any organization that has the vision and discipline to drive a good idea to a success story.

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About the Ad Industry Innovators series: Every few weeks we examine the shift taking place in marketing today by talking directly with the people bringing the change. Specifically, we watch the agency world. As the definition of ad agency continues to evolve, we could just as easily call this marketing innovators, or idea shops, or a myriad of other buzzwords but since collectively, the industry still refers to itself that way, we will too, for now.

We appreciate your input. If you like what you read, subscribe or share it. If you’re considering an agency search in 2010, let us know, we’d welcome the chance to chat more about that. If you’re an agency and you’d like to be on our radar, get in touch as well.

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