In a blatant marketing gimmick, media agency Media Two
Interactive is hiring agency veteran Mark Bayzath to run its business development operation with the official title of Chief Marketing Officer.
“We really feel like we’re tricking
everyone and no one will be able to see through his title” joked CEO Michael Hubbard.
“In all seriousness, today’s CMOs too often find themselves in the unenviable role of
‘Chief Mayhem Officers,” he adds.
Although Bayzath’s duties will align closely with new business development his role will include support, leadership and partnership
with client CMOs, explains Hubbard. It’s seen as a critical new position at the agency in light of the added pressure on clients to acceleration digital transformations in response to the
pandemic.
“The executives who CMOs report to have high expectations for demonstrating an unambiguous connection between ‘marketing investment’ and ‘sales yield’
-- with draconian results for the failure to establish that connection,” adds Hubbard.
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“In that context, as ambiguous and erratic as it is, ‘let’s just buy more
digital!’ can become a convenient rallying cry. Yet successful digital media has never been that easy; it requires just as much --if not more--analysis, strategy and nimble execution as any
other marketing discipline.”
“CMO’s need an agency equal who can walk them through these never-before-seen times. By doing digital right, we give clients the confidence
to know that their media buys aren’t merely ‘spends,’ but rather measurable investments. And that true partnership, not one-upmanship, will be the basis of every
collaboration,” Hubbard states.
Bayzath brings 20-plus years of industry experience to the Raleigh, NC-based media buying shop. He most recently worked with All Media Design in
Cleveland, OH, and previously spent 10 years serving as a TakeTwo agency client at financial services company VectorVest.com.
Media Two Interactive has worked with brands like Intel,
Google, Walmart and Frontier.