Ad Aged:
Good morning and thank you for taking the time to meet with me today. Why don’t you take a moment or two and tell me what a Chief Budget Officer—a CBO—does. Is CBO anything like a CFO?
CBO:
Well, I can see how you would be confused. In the parlance of today’s modern marketing landscape, a CBO is no longer a Chief Budget Officer.
Ad Aged:
I’m intrigued. What does CBO stand for then?
CBO:
I am Chief Bucket Officer.
Ad Aged:
Chief Bucket Officer? What is it that you do?
CBO:
Primarily, I put things into buckets. Let’s say you’re selling an incandescent lightbulb. I’ll issue statements like this one: “I think we have to put our customer set into three buckets. Bucket one is heavy lightbulb users. Bucket two is light lights. Your light lightbulb users. And mid-range lightbulb users, they’re in bucket three.”
Ad Aged:
I see. So you organize and categorize things?
CBO:
Not quite. I put things into buckets.
Ad Aged:
Give me a for instance, for instance.
CBO:
Look at it this way. Clients come to us that need utility—they need their content bucket filled—whether that’s social, advertising, anything else. We fill those buckets.
They also need their media bucket filled. Their television bucket. Their online bucket. Their outdoor bucket.
We even have buckets filled with other buckets. And if those bucket-filled buckets overflow, we can fill new buckets.
Ad Aged:
A regular bucket cornucopia.
CTO:
You might say a bucket-full of buckets.
Ad Aged:
Beautifully said.
CTO:
I'll put that in my 'you're welcome' bucket.
Ad Aged:
Beautifully said.
CTO:
I'll put that in my 'you're welcome' bucket.
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