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The title is just illusion. It’s like asking if an agency should have a creative boss. Yes, it should. Whether it’s called CCO, ECD, whatevs.
Came here to say the same. Someone needs to steer the ship no matter how small the group is.
A good CCO will make an agency, no matter what size.
I think that an agency with 30+ employees should most certainly have a CCO, but I agree that even an agency with 10 employees would benefit from a CCO. I can't speak to the ECD position because I've never worked with one.
I’ve been in the industry long enough to have started before the “CCO.” Agencies would have one ECD. That was the point—they were “the executive” creative director. The title inflation that’s gone on is ridiculous. Now, agencies have multiple ECDs (we used to call them CDs), and there are VP ACDs, group Creative Art/Copy (often with nothing resembling a “group” behind them), CDs, VP CDs and SVP CDs. When I started in the business a mentor told me “beware of ‘VP’ titles—they give them out like candy instead of true promotions and raises.”