Citing the fact that CMOs will soon spend more on technology than Chief Information Officers, according to Gartner research, full-service agency Brunner is launching its own digital shop BHiveLab.
"Digital technology’s impact on the marketing industry has required CMOs to broaden their operations far beyond traditional marketing functions," the firm said. "Their job is now more like that of a data analyst than it was just a few years ago. They’re looking for experienced advice."
This in-house consultancy will specialize in all things digital, specifically digital readiness, big data strategy, innovation programs and C-suite education. Brunner Chief Digital Officer Rick Gardinier will lead the shop which will draw on digital strategists, consultants and technology leaders from across parent company Brunner, and also from an advisory board of top independent digital and technology consultants.
“Because digital technology directly impacts consumer insight, brand strategy, media spend and even creativity, we are continually required to provide ever higher levels of consulting services, to the point where we’ve now crossed over into what’s really business and technical consulting," says Michael Brunner, CEO, Bunner. "It was time to formalize and expand a standalone offering in this area.”
In addition to the new consulting practice, BHiveLab offers incubator and marketing technology services. Brunner clients Mars and GlaxoSmithKline are both working with new offering, the agency confirmed.
Although the Pittsburgh-based lab will be tethered to corporate parent Brunner, it will operate individually. Therefore, all Brunner clients may have access to its services, but a separate engagement or scope-of-work is required for clients to leverage its services.