Brad A. Ball, Moroch’s Chief Development Officer, Director at Large, Moroch Holdings Inc.
I’ve known the Moroch partners for over 30 years. I’ve been a competitor; a client (twice) and now as a owner/partner.
I have a unique prospective of the agency business having owned my own as well as CMO and senior marketing titles:
CMO-North America – McDonald’s USA
President – Theatrical Marketing/North America – Warner Bros. Pictures
Vice President – Entertainment Marketing – NASCAR
My years in marketing include the agency side where I worked the creative as well as the account service side in a Los Angeles based agency – Davis, Ball & Colombatto. Our largest client, McDonald’s led to my being asked to lead US marketing for McDonald’s as CMO/SVP.
Warner Bros. Pictures lured my family and I back to home, Southern California, where I served as the studio’s President of Domestic Marketing for over 90 films, from Perfect Storm and the Matrix to Harry Potter.
NASCAR came knocking (years after sponsoring a team at McDonald’s) with the opportunity to lead their entertainment practice as VP Entertainment Marketing. Our task was to get Hollywood to partner on NASCAR themed theatrical releases – IMAX 3D, the NASCAR Experience, Sony’s Talladega Nights and Disney’s The Love Bug – Herbie Fully Loaded. Following years on the client side, I returned to my love of advertising, joining Moroch Partners to help lead business development and share my take on the business from a CMO’s POV.
Insights gained from my roles as a CMO -
- McDonald’s – always lead with a customer benefit. Given 25 million visits a day, you have no excuse not to listen and deliver.
- Warner Bros. – when opening night arrives, you’d better have found your audience. Big budget and small indie films rarely get a second shot of winning the weekend box office.
- NASCAR – the fans are really in the drivers’ seat. Their loyalty brings the sponsors lots of money, which in turn, makes the cars go faster. In return for sponsor loyalty to a given team, the fans favor the product at the cash register – completing the cycle of the fan loyalty, product benefit sports marketing.
Benefits to my agency roles learned as a CMO –
- CMO ‘s have many audiences to please. It’s not just about approving ads. THINK like a client!
- CMO’s want an agency partner who understands the brand attributes and someone who will never stop conceiving ways to build loyalty between the consumer and the brand.
- CMO’s expect their agency to go behind the contractual scope of work – providing new insights and activation that will enhance the bottom line or outsmart a competitor. Proactive thinking leads to long relationships.