LONDON: ‘Then you should say what you mean,' the March Hare went on. ‘I do,' Alice hastily replied; ‘at least—at least I mean what I say—that's the same thing, you know.' ‘Not the same thing a bit!' said the Hatter. ‘Why, you might just as well say that “I see what I eat” is the same thing as “I eat what I see!” ' 

The Mad Hatter's incontrovertible logic might possibly be the key to undertanding Aegis Media's announcement yesterday that it has promoted Martyn Rattle from President of Global Client Services to the newly created post of Chief Client Officer.

According to Aegis Media ceo Jerry Buhlmann, Rattle's appointment represents "a very logical step" for the company.

Explains Buhlman: "We are servicing growing numbers of global and international clients and we have invested heavily in our service capability. Our global scale now means it is time to have a single leader for this business-critical area." 

Sadly, however, his words fail to enlighten seekers after the truth as to the difference between Rattle's old and new job functions.

Data sourced from BrandRepublic (UK); additional content by WARC staff