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Hire creatives who have the drive and ambition to work independently and the motivation to learn from their mistakes. Give your creative team room to experiment, and then use testing to show them what works and what does not. Choose good testing metrics that create a...

For your customers to see you as a trustworthy brand, tell the world who you are, what you value and how much your customers matter to you. Be sure your marketing objectives align with business goals, and provide the marketing team with the tools they need to measure...

Have a dedicated project manager who knows what’s needed, who needs it, and when it should be ready. Establish clear deadlines, goals, and objectives, and then communicate those with everyone involved in a project. Conduct a job-start meeting in which you establish...

Total transparency allows team members not only to see successes within the team but also to learn from failures as a team. Create global programs to reduce time spent creating and executing separate and disparate campaigns. Slow down and bring other business units...

First and foremost, think about who your consumers are and their content experience expectation will be. Be sure you have the right proficiencies in place to develop the work and that you are totally clear on roles and responsibilities of everyone involved in the...

Tools are a necessary part of engaging teams in a way that makes them all feel valued. Transparency means making it impossible for status, successes, and even failures to go unseen by other members of the team or organization. Engaging people in an environment where...

Build a brand pyramid that includes core consumer insight, key strategic pillars supporting the business, rational and emotional brand benefits, brand values, and brand purpose. Use the brand pyramid to guide creative and operational decisions. Always start with a...

Assign marketing team members to manage key relationships as if they are clients. Avoid marketing-centric goals, like the number of social media followers. Focus on goals that directly matter to the organization, such as business outcomes. Use key relationships in the...

Know everything about your markets and customers, and research continuously so that you’re not just being reactive. Use a project brief as a shared reference guide for creative, targeting and messaging, media budgets, images, promotion colors, type style, resources,...

Software tools and automation reduce inefficiencies in the approval process and can help balance workloads among team members. Create clear expectations of turnaround times, and allow for negotiation of deadlines to keep high-priority items on track. Share the...