NEW YORK, October 20, 2020 – BCW (Burson Cohn & Wolfe), a leading global communications agency, announced today that Lauren Glazer has joined the company as Chief Brand Officer, effective October 26. Glazer will be responsible for marketing and communications globally with an emphasis on building the BCW brand beyond traditional audiences.
“Lauren has a deep understanding of the branding process, from research and positioning through strategy and creative execution,” said Donna Imperato, Global CEO, BCW, to whom Glazer will report. “Having been a brand consultant for clients for many years, Lauren will now apply that expertise to help us build the BCW brand among a broadening client base that needs our strong capabilities in research, data analytics, advertising, earned and paid media as well as e-commerce.”
Glazer has nearly two decades of brand building experience, having worked on clients including Delta Air Lines, ExxonMobil, the Institute for Advanced Studies, Johnson & Johnson, Lincoln Financial Group and Tiffany & Company, among many others. Her responsibilities ranged from developing strategic positioning, overseeing creative development, leading teams of agencies and managing brand consistency across 360-degree marketing campaigns. She honed her expertise working at agencies including BBDO, where she was a Senior Vice President and Global Account Lead, and later a Principal at the agency’s boutique brand consulting division; Wieden + Kennedy; and gyro. Before agency life, Glazer led PR and marketing for Carlton Winemakers Studio, and was later General Manager for Gotham Building Tavern/Ripe Family Supper, both in Portland, Ore. Her passion for brand building was ignited when she worked as a manager for one of the most admired brands in the restaurant industry, The Union Square Hospitality Group, which included a memorable stint as the inaugural manager and brand ambassador for a hot dog cart in New York’s Madison Square Park, which later grew into the renowned Shake Shack.
“True brand building is about understanding the heart of the brand, what it stands for and what it wants to be in the world and galvanizing all internal and external stakeholders around that vision,” said Glazer. “I am excited to bring my experience partnering with CEOs, chief marketing officers and chief communications officers at some of the world’s most iconic brands to BCW to help build on its strong foundation and further establish it as the essential strategic partner for helping clients move people to solve any business or communications challenge.”