The Practitioner's Edge
CMO Rants is what happens when a Chief Creative Officer with 25 years of battle scars gets a keyboard and an opinion.
Gaston Legorburu
Former Worldwide Chief Creative Officer of SapientNitro. Co-author of the New York Times bestseller Storyscaping: Stop Creating Ads, Start Creating Worlds. Founder and CEO of GlueIQ.
Recognized by Adweek 50 as a game-changer modeling the agency of the future. Jury member at D&AD, Cannes Lions, The One Show, Art Directors Club, New York Festivals, and the Webbies.
Based in Miami. Building AI-native tools for creative and marketing organizations. Writing about what he sees from the intersection of 25 years of brand-building and the AI transformation.
Why "Rants"
CMO Rants started in 2007 as a blog. The first post was called "Shut Down The Interactive Department." It argued that interactive shouldn't be a siloed team — it should be a capability embedded everywhere.
That post was a rant. Not because it was angry, but because it was a point of view stated without hedging. No "perhaps" or "it could be argued." Just: here's what I see, here's what I think, here's what you should do about it.
Twenty years later, the rants continue. The topics have evolved — AI, agentic commerce, the death of the funnel, the MarTech stack implosion — but the approach hasn't changed. Specific observations. Strong frames. No corporate hedging.
The practitioner's edge is this: when you've done the work, you earn the right to say the thing.