Internally Recognized and Externally Awarded
As more companies rely on matrix organizational structures to manage globally dispersed businesses, the development of impactful communication strategies might be perceived as a complicated process, leading to delays and missed opportunities. Overcoming structural challenges with new methods and approaches might streamline decision-making but require new forms of measuring success to build support while maintaining the creative impact of ideas.
The deluge of data is exciting and equally misleading if perceived as a substitute for sound marketing practices. Likewise, collaboration without the context of a unifying vision and a precise measurement of success will easily distract the most integrated teams. Recalibrating teams to the fundamental questions of creative evaluation include: Is the work compelling? Is it consistent with the brand's purpose? Is it able to cut through the marketing noise? And, is it coherent to the target audience? These might be basic questions, but they require unpacking into supporting ideas, defining the starting point of any global marketing effort.
While new tools and structures might 'come and go,' the answer is in a leader's ability to inspire and manage global and local points-of-view and efficiently identify the appropriate measurements of success. My recognition for marketing excellence emanates from a creative–analytical ethos, supporting the environment and processes that allow teams to innovate and fail successfully — internally recognized and externally awarded.