Nonprofit-focused direct response agency Grizzard Communications promoted Douglas Broward to the newly created position of chief creative officer on April 5.
Broward, who has worked at the agency since 1999, is overseeing creative teams in Grizzard’s Atlanta and Los Angeles offices and aiding new business development. He reports to Debbi Barber, the agency’s president.
The agency’s two creative directors are among the employees reporting to Broward.
Broward told DMNews that the growing value of creative in an increasingly fractured media environment spurred the creation of the position. Clients want agency partners that can produce effective messages across various media, he said.
“Now, you have to look at opportunities in all sorts of media and find where potential is at its highest, and it may not be in one channel for the extended period of time [as it was with] direct mail,” Broward said. “Suddenly, the value starts to swing toward the creative.”
A number of traditional direct marketing agencies, ranging from Merkle to the Wilde Agency, recently hired or promoted creative personnel to high-ranking positions, DMNews has found.
Broward cited increased competition from both larger and smaller agencies as a factor spurring the promotion, he said.
“The areas we play in are no longer beneath the notice of very large, commercial oriented agencies. Now we’re competing with organizations like BBDO and Mullen and small, upstart shops with digital in their bloodstream that can be laser-focused,” Broward added.
