<p><img src="https://static1.businessinsider.com/image/5f982b2af21803001222c2bb-765/IPG.jpg" border="0" alt="IPG Phillipe Krakowsky" data-mce-source="ipg"></p><p></p><bi-shortcode id="summary-shortcode" data-type="summary-shortcode" class="mceNonEditable" contenteditable="false">Summary List Placement</bi-shortcode><p>Ad holding company Interpublic Group has launched <a href="https://www.businessinsider.com/inside-ipgs-new-homegrown-consulting-firm-black-glass-2020-10">a consulting firm called Black Glass to help chief marketing officers</a> grow their businesses while fending off consulting firms that are encroaching on agencies' turf.</p><p>IPG said it's invested close to $5 million into the consulting group, whose pitch is that it can help clients like BMW make fast decisions using IPG's data hub Acxiom, other data sources, financial modeling, and a network of internal and external experts.</p><p>Black Glass is trying to capitalize on the rise of data's role in business, the expansion of the CMO role, and clients' shift to project-based work.</p><p>It uses a tiered membership model and works on timelines lasting six to eight weeks as opposed to traditional consulting firms charging hourly rates for months-long projects, said former Deloitte Digital exec and Black Glass's founder and CEO Katie Klumper.</p><p>"The holding companies are really focused on advertising, which is only about 25% of a CMO's job," Klumper recently told Business Insider. "There's a whole 75% as it relates to distribution, pricing, product assortment and growth strategies that all then impact the advertising. The most questions we get from CMOs are around investment strategy and structure."</p><p>Here's how the firm is pitching itself to advertisers to help IPG compete with Accenture, Deloitte and other consultancies:</p><h3>Black Glass sees opportunity in helping CMOs scrambling to navigate the pandemic and the evolving business landscape.</h3><img src="https://static2.businessinsider.com/image/5f985d310c60aa00190d4939-400-300/black-glass-sees-opportunity-in-helping-cmos-scrambling-to-navigate-the-pandemic-and-the-evolving-business-landscape.jpg" alt="" /><br/><br/><h3>It says it can help CMOs increase growth, reduce costs, and deliver results.</h3><img src="https://static6.businessinsider.com/image/5f9848a50c60aa00190d4878-400-300/it-says-it-can-help-cmos-increase-growth-reduce-costs-and-deliver-results.jpg" alt="" /><br/><br/><h3>Its process includes using data from IPG's data hub Acxiom and other sources and using financial modeling to develop frameworks.</h3><img src="https://static3.businessinsider.com/image/5f985e0e861cb70019936b9d-400-300/its-process-includes-using-data-from-ipgs-data-hub-acxiom-and-other-sources-and-using-financial-modeling-to-develop-frameworks.jpg" alt="" /><br/><br/><h3>It also promises to execute rapidly, and seeks to be compensated based on performance.</h3><img src="https://static2.businessinsider.com/image/5f985e23861cb70019936b9e-400-300/it-also-promises-to-execute-rapidly-and-seeks-to-be-compensated-based-on-performance.jpg" alt="" /><br/><br/><h3>Black Glass says it can help with near-term goals like advertising and automation to longer-term ones like customer acquisition and loyalty.</h3><img src="https://static5.businessinsider.com/image/5f98489c0c60aa00190d4873-400-300/black-glass-says-it-can-help-with-near-term-goals-like-advertising-and-automation-to-longer-term-ones-like-customer-acquisition-and-loyalty.jpg" alt="" /><br/><br/><h3>Its main offering is optimizing marketing for efficient revenue growth and driving long-term value.</h3><img src="https://static2.businessinsider.com/image/5f98489d0c60aa00190d4874-400-300/its-main-offering-is-optimizing-marketing-for-efficient-revenue-growth-and-driving-long-term-value.jpg" alt="" /><br/><br/><h3>Specifically, Black Glass says it can help translate consumer data to help CMOs make key business decisions.</h3><img src="https://static1.businessinsider.com/image/5f985efa0c60aa00190d4948-400-300/specifically-black-glass-says-it-can-help-translate-consumer-data-to-help-cmos-make-key-business-decisions.jpg" alt="" /><br/><br/><h3>The pitch breaks down how Black Glass can help CMOs develop a lean marketing model that delivers on growth while cutting costs.</h3><img src="https://static4.businessinsider.com/image/5f98489b0c60aa00190d4872-400-300/the-pitch-breaks-down-how-black-glass-can-help-cmos-develop-a-lean-marketing-model-that-delivers-on-growth-while-cutting-costs.jpg" alt="" /><br/><br/><h3>Its hypothesis is that marketers should identify areas of focus, as this is what increases growth while creating savings.</h3><img src="https://static4.businessinsider.com/image/5f985f7b0c60aa00190d494b-400-300/its-hypothesis-is-that-marketers-should-identify-areas-of-focus-as-this-is-what-increases-growth-while-creating-savings.jpg" alt="" /><br/><br/><h3>By focusing on certain areas, Black Glass can drive savings of up to 22% and efficiency by 1.5x, according to Klumper.</h3><img src="https://static3.businessinsider.com/image/5f98489f861cb70019936ad5-400-300/by-focusing-on-certain-areas-black-glass-can-drive-savings-of-up-to-22-and-efficiency-by-15x-according-to-klumper.jpg" alt="" /><br/><br/><h3>Black Glass works in 6-8 week sprints.</h3><img src="https://static2.businessinsider.com/image/5f98489e861cb70019936ad3-400-300/black-glass-works-in-6-8-week-sprints.jpg" alt="" /><br/><br/><h3>Black Glass summarizes its benefits as access to data and a network of experts.</h3><img src="https://static3.businessinsider.com/image/5f98489c861cb70019936ad1-400-300/black-glass-summarizes-its-benefits-as-access-to-data-and-a-network-of-experts.jpg" alt="" /><br/><br/>
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