Lauren Glazer
Lauren Glazer

BCW has hired Lauren Glazer, who has spent the past five years leading the engagement group at Omnicom’s Batten Group brand consulting boutique, as chief brand officer.

A goal is to expand BCW’s brand beyond its traditional offerings to clients that need the firm’s capabilities in research, analytics, advertising, earned/paid media and e-commerce.

Glazer made her branding mark at the Union Square Hospitality Group, where she once served as brand ambassador for a hot dog cart in Madison Square Park that later grew into Shake Shack.

She went on to hold key posts at ad agencies BBDO and Weiden+Kennedy and has counseled clients such as Delta Air Lines, ExxonMobil, Johnson & Johnson, Lincoln Financial Group and Tiffany & Co.

BCW CEO Donna Imperato praised Glazer’s “deep understanding of the branding process, from research and positioning through strategy and creative execution.”

Glazer will report to Imperato when she joins BCW on Oct. 26.