In a move that underscores the increasing importance of data and analytics to its marketing campaigns, Draftfcb has awarded data expert Michael Fassnacht the newly created role of worldwide chief strategy officer.
In his new role, Fassnacht will report directly to Draftfcb CEO and president Laurence Boschetto while helping to apply corporate strategy across individual global offices. He is expected to draw heavily on his data expertise for this job. Fassnacht previously served as chief customer intelligence officer for Draftfcb and before that worked as director of customer intelligence for Draft Chicago. He also founded the analytics firm Loyalty Matrix.
“It all really stems from our model, which is about the balance of science and creativity, precision and conceptualization,” said Boschetto about the creation of the new role. “As we talk about really bringing everything to life in the real-time world, we really need someone that partners with me in the operating council within the global network whose sole job and responsibility it is to constantly make sure we are true to the brand and vision.
“Michael will profess himself to be an ultimate data geek, but he’s so much more than that,” Boschetto added. “He really is a true comprehensive marketer, and he understands not just the importance of data but can tell you what you can do with data — specifically, consumer insight and behavior — and the implications it has for business. From a marketing point of view it’s really the best because everything we’re doing is about consumer insights and understanding them and marrying them to creative.”
Fassnacht’s appointment is Boschetto’s first big management change since he became CEO in February.
Fassnacht will be working to identify his successor in the role of chief customer intelligence officer over the next couple of months. He will look internally to fill the position.
