Secrets of the Successful Turnaround CMO
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After years as the butt of other people’s jokes, RadioShack spent $4 million on a Super Bowl ad earlier this month to make fun of itself, opening with this line: “The ’80s called: They want their store back.”
Developed on the recommendation of agency GSD&M late last year and never copy tested, the ad risked reinforcing an image RadioShack CMO Jennifer Warren had heard countless times from shoppers since she took the job nine months ago. But it was really about announcing to as many people as fast as possible that RadioShack is remaking its stores, merchandise and image.
Getting to take big risks on marketing’s biggest stage points to why being a turnaround CMO can be so attractive, according to marketers, consultants and recruiters. The job calls for bold moves that draw major attention, and higher-ups are more willing to take risks because the risk of inaction or half measures is bigger.
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