• by Richard Whitman , Columnist, January 18, 2015

Just a few months ago, McKinney was selected by Carmax to handle the brand's creative. Less than a year before that, former Scotts Miracle-Gro CMO Jim Lyski joined Carmax as CMO. Are you seeing the usual pattern of events here? Yup, the only way a CMO can make their mark these days is by kicking out the old and bringing in the new.

Of Lyski's joining the used car retailer, Carmax President and CEO said at the time: "Jim's extensive marketing experience and strategic understanding of today's consumer will be a tremendous asset to CarMax. CarMax is in the midst of a national expansion plan, opening 10 to 15 stores in each of the next two fiscal years. We're pleased to have Jim join us at this exciting time."

Why don't Presidents and CEOs just say what they mean. Sort of along the lines of "Joe Blow CMO has just joined our brand. We are delighted to have him aboard. Blow's fickle nature and ego-maniacal need for spotlight whoring and overbearing control will no doubt lead to our brand selecting a new agency in the coming months. Like every other CMO, Blow wants to lift a leg and mark his territory. In 18 months, he'll get bored and leave."