By Doug Zanger

Can a title be a defining moment for someone? Surely some have considerable weight, but what about job titles in the agency world? So often we hear titles that don’t really address the tasks involved — or they end up being “cute’ monikers that provide no real clarity about a role or job. But is there a middle ground? A way to have a unique title that is both descriptive and provocative?

Paul Wille’s title at Portland, Oregon’s Swift, a Possible agency, part of WPP, may strike that balance: chief performance officer (CPO).

“That was actually carefully chosen. The reason why we Read full story ›

Source: The Drum