Alicia Hatch

DELOITTE DIGITAL’S CMO BOLDLY GOES INTO THE ‘GRAY SPACE,’ WEAVING TOGETHER BUSINESS STRATEGY AND INDUSTRY INSIGHTS TO FORGE CREATIVE CLIENT SOLUTIONS.

- David Gianatasio

Alicia Hatch plays to win, embracing substantial risks to reap big rewards at Deloitte’s agency group, as it continues driving deep into territory long held by traditional shops and holding companies.

“I grew up in the video games industry, which was a hotbed of innovation at the intersection of technology, marketing, retail and entertainment,” Hatch recalls of her nearly eight-year tenure at Microsoft through 2010 in Xbox business development. That experience “taught me to be at home in the land of things that had never been done before,” she says.

Applying such gamesmanship at Deloitte Digital— where she’s spent a half-dozen years, including the last two and a half as CMO—Hatch has become a key architect reshaping the content and commerce ecosystem. John Hancock/Manulife’s selection of Deloitte’s Heat agency for global creative this summer—ending the Hancock brand’s three-decade relationship with IPG-owned Hill Holliday—seemed to signal just how far global consultancies have come in the lucrative brand-building game.