If you don’t know what COG stands for, in the world of Crispin Porter + Bogusky, it means cognitive anthropologist, which is a much fancier (and perhaps pretentious) title for a strategic planner. Anyhow, the Boulder-based agency has promoted a pair of COGs who work within CP+B’s Cultural and Business Insights group. As a result, Jeb Tilly has now assumed the role of group director, Culture and Business Insights while Lindsay Baloun is now a senior cognitive anthropologist.

Tilly and Baloun have each been with CP+B for four years give or take, with the former most recently serving as associate director on planning efforts for Domino’s, Kraft Mac & Cheese and RockShox. Balun, meanwhile, has spent her time with the Crispin camp both on the account management side for Microsoft and most recently as a COG for clients including Jell-O, Domino’s, Kraft Mac & Cheese and bourbon brand, Angel’s Envy. Now, as senior COG, she’ll focus exclusively on the last two brands.