NEW YORK: BCW has hired Lauren Glazer for the newly created role of chief brand officer.
Glazer is set to start in the position on Monday, reporting to global CEO Donna Imperato.
Glazer’s responsibilities will include managing the agency’s marketing and communications globally and introducing the BCW brand to new audiences.
“Earned [media] is the core, always will be,” Imperato said, explaining the new role but adding that BCW has “a lot of integrated clients now where we’re doing analytics and e-commerce.”
“So we need someone to come in and get that story out there,” she added.
BCW EVP of global communications Catherine Sullivan will report to Glazer but will also continue to work directly with Imperato.
“[Sullivan] is amazing at comms and still will handle, directly with me, some of the sensitive issues for BCW around the world,” Imperato said.
The last global BCW executive with the word “brand” in their title was former global president of brand solutions Jim Joseph, who left the agency in August to become North American president of McCann Health. However, Imperato said Joseph was largely responsible for BCW’s Latin American operations.
“He weighed in [on the brand],” Imperato added, “but he never took BCW on as a brand. He would do awards and tactical things, but this person is a strategic brand consultant and so the position is very different.”
Creating the new role also has “nothing to do,” Imperato said, with backfilling responsibilities handled by Ben Boyd, BCW’s former global chief strategy and operations officer, who left this month to lead comms for Lowe’s.
Glazer is set to arrive at BCW on Monday from Omnicom boutique consultancy Batten & Company, where she was principal and chief engagement officer.
A Batten representative could not be immediately reached for comment on her departure or the firm’s plans to replace her.
Previously, Glazer was SVP and global account lead at BBDO and worked at Wieden+Kennedy and creative shop Gyro.
Glazer is BCW’s second C-level appointment of this month, following Patricia Enright being named to the newly created role of chief people officer. Enright is also set to start in her new role on October 26, reporting to Imperato.