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Coast their career off the time they were in the room when old spice/apple/etc had a spotlight then hire their friends and make agency culture worse
At that level your main job is just management and pitching. Some CCOs are also judged on award output so their job is to guide teams toward award winning work
Basically use their resume as a way to attract clients and push them to make better work.
Highly paid sinicure
The very worst part about Global CCOs is that they’re the last people to understand the nature of their new roles (most of the time.) and they’re VERY happy to come into things at the 11th hour with “thoughts” that entirely lack context and the business background, but you have to do what he (because they’re still almost all men) says because he’s the Global CCO.
The idea of it started in the right place: that creative had a seat at the executive table. But, that’s not how it works in the real world and it’s a genuinely awful position to have to deal with.