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April 1st, 2015

If everyone’s thinking micro, who’s thinking macro?

This week, at the 4A’s Transformation conference in Austin, Texas, Chipotle chief marketing and development officer Mark Crumpacker revealed that they don’t share real-time, quarterly sales figures with their agencies. Why? Because they want to keep their agency’s noses out of the weeds and more focused on the loftier, long-term prize: building their bigger brand. We understand—that’s a really tough position to take. Read More…