The BBC is a UK institution almost on a par with the National Health Service in terms of its role in the national consciousness. But it's also an organisation that's having to re-examine its role in the world and to work out its direction in a digital age.
If CMOs are going to be charged with getting their organisations into fit shape for the digital economy, they're going to need help - and that help will come in part from the traditional services and business consulting organisations.
Burger King upped its online presence when it took to Twitter to promo its Satisfries with a supposed name change. Rival McDonald's meanwhile is upping the digital ante with its first Chief Digital Officer. It's a fight to the finish.