Whether it's a major brand or a small boutique agency, nothing can derail a great marketing message and strategy faster than poor communication among team members and other stakeholders.
But ensuring that regular and honest communication takes place during a fast-moving ad campaign is becoming an increasingly complex challenge, especially when you factor in the various generations now working in advertising.
"The way each generation approaches work, collaboration, and their office culture can be a potential obstacle and CMOs and marketing directors have to be cognizant of that," explains Rich Kneece, CEO of MTC/Labs, a Boston-based digital agency focused on web and mobile apps, machine learning, big data, and content marketing. "Generally, the best way to overcome this is to let units determine what works for them organically, and to introduce several different tools to teams. Being forced to use this tool over that one often just leads to resentment and lack of adoption."