Headstrong marketing drives Chipotle results
Geoffrey PrecourtWarc
Headstrong marketers, almost by nature, are a nightmare for advertising agencies.
They know what they want. They expect to get it. Their agencies have a choice: march to the client's drummer or move on.
In 2009, Chipotle Mexican Grill, Inc. – driven by a headstrong founder – had churned through four agencies and determined it needed to take a fresh look at the way it went about advertising.
So the headstrong entrepreneur went out and found a headstrong CMO. And the choice was just the kind of pick a headstrong CEO would...