Manifest Taps Betsy Ross as Chief Client Officer Post-Aisle Rocket Merger

Chicago’s agency sector sees a leadership shift as Betsy Ross joins Manifest as chief client officer, effective immediately. This appointment marks Ross’s transition after seven years at BarkleyOKRP, as the agency moves forward post-merger with Aisle Rocket.

The recent leadership hire comes on the back of Manifest's 2025 merger with Aisle Rocket, uniting Manifest’s content strategy strengths with Aisle Rocket’s creative technology and ecommerce capabilities. This merger created a consolidated workforce of approximately 200 employees, aimed at enhancing capabilities to engage effectively during the customer journey, particularly at the crucial consideration stage.

With her new role, Ross is expected to unify the client leadership teams from both agencies, a critical step as they align under a single brand. This strategic move signals the agency’s commitment to enhancing client experience amidst the recent consolidation. According to Melissa Bouma, partner and chief growth officer at Manifest, the aim is to build “the right size agency” to adequately respond to current client needs.

Ross brings a wealth of experience to her position, having spent more than two decades shaping various Chicago agencies. Her insights reflect a broader trend in the industry where advertisers are consolidating their agency rosters to ensure measurable business outcomes. In her view, the rise of ‘productized’ service offerings—standardized packages with fixed pricing—has created frustration among some clients. Ross commented, “I was coming from a world where the solution was getting a little templated,” with a clear intention to refocus the agency on delivering tailored solutions that prioritize client results over billable hours.

Manifest concluded 2025 by examining its unique offerings post-merger, while the new directive for 2026 is centred around assisting clients in capitalising on their integrated services. The agency has already demonstrated its growth potential by acquiring new business in sectors such as pharmaceuticals, travel, and hospitality, with further announcements anticipated throughout the year. Leadership has also indicated the prospect of exploring additional acquisitions, signalling ambition for continued expansion in the competitive agency landscape.

Ross will maintain her base in Chicago and aims to leverage the independent agency model, which she believes allows for closer involvement in the agency's operational dynamics. Her focus on client satisfaction and retention will be pivotal in measuring her impact, according to Bouma, who emphasised that successful leadership in this context balances revenue growth with genuine client relationships and satisfaction.

This strategic realignment and leadership transition at Manifest not only points to an evolving agency landscape but also highlights the pressures and expectations within the advertising industry as businesses seek more impactful partnerships. Ross’s leadership is set against a backdrop of transforming agency capabilities to meet a rapidly changing market.