Brandi Lafontaine was the new chief executive officer (CEO) of the American marketing firm OvareGroup. She obtained the promotion from chief data officer after using data to show that the firm could not build its brand while pursuing tangential mergers and acquisitions (M&A) activities. Both the prior president and the CEO had enjoyed the M&A angle and left the firm when the board backed Lafontaine, but not before they had entered a strategic alignment with an agency in Argentina. The deal had a significant financial penalty if OvareGroup did not fully acquire the agency in 2025. Although the partnership showed strong potential for acquiring marketing talent, it also revealed numerous risks across the cultural, administrative, geographic, and economic dimensions identified in Ghemawat’s CAGE framework. It was now time to buy or walk away.
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