DELOITTE DIGITAL’S CMO BOLDLY GOES INTO THE ‘GRAY SPACE,’ WEAVING TOGETHER BUSINESS STRATEGY AND INDUSTRY INSIGHTS TO FORGE CREATIVE CLIENT SOLUTIONS.
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.
This story is from the November 27, 2017 edition of ADWEEK.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the November 27, 2017 edition of ADWEEK.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
News Anchor Of The Year Megyn Kelly
From Trump to ailes, the fox news personality fearlessly faces off with the powers that be—and ends up crushing the cable ratings race.
The Big Bang
Global consultancies are rocking the agency world, creating a new universe of offerings that meld marketing and technology.
DROGA5
Using the fingers on just one hand, David Droga argues, you can count the number of agencies that possess a “strong soul.”
Ogily
When it comes to leadership changes, 2016 will be remembered as a time of disruption.
The Myth of White Space
'Brands have to stand out in an obvious crowd—not stand alone in an unusual spot that no one cares about.'
Brand Phelps
Can the greatest olympian in history be as dominant out of the pool as he was in it?
Masters Of Their Domain
WHY DIGITAL BRANDS ARE KILLING IT IN ECOMMERCE. BY LAUREN JOHNSON
Winners' Playbook
BRANDS OFTEN FIND THAT WHEN THEY AIM TO DO GOOD, THEY ALSO END UP DOING WELL. HERE ARE FOUR RULES TO KEEP IN MIND. BY DAN TYNAN
Flipping The Disruption Script
THE FORTUNE 500 SHOULDN’T REST ON THEIR LAURELS OF HAVING A FIRST-TO- MARKET ADVANTAGE.
MCCann
All things old were new again in 2017 as McCann dominated the U.S. agency landscape with a string of wins and created the most-discussed campaign of the year in Fearless Girl.