Chief Innovation Officers in professional service firms

The traditional PSF marketer -- even those who grew up within their profession's ranks, and later became one of their firm's marketers -- had nothing to do with innovation.  But there's a new focus on innovation as a discreet function within businesses, and that it can be managed and led.  Hooray to that, I say.  Take a look at a blog post that links to a Business Week article about the dramatic uptick in hiring for CIOs (innovation, that is!).

Even if your firm has not formally addressed innovation, and even if innovation is not formally within your senior marketing job function, shouldn't somebody be calling for this role to be staffed with a professional service firm?