Blog

A new, important position in creating brand-loyal consumers is the chief community officer (CCO). With media consumption changing, the ad-world is shifting from a monologue in front of the consumer to a dialogue and interaction in the digital realm. It is the job of the CCO to engage the new consumer beyond the moment of purchase and find out how the consumer reacts with others in their community. Chuck Brymer, president and CEO of DDB Worldwide describes the four major roles of the CCO as recalibrating the way we think about brand building, understanding and managing a brand’s points of leverage, monitoring and responding to the community and moving from delivering brand messages to engaging brand communities. This position is vital to maintaining a direct connection with the consumers’ social networks which have an enormous influence on purchasing power.