Earlier this month, Emma Sexton was joined on the Mad//Fest stage by Advisor and mentor Janet Markwick to talk about how we get creativity into the board room. Packed with insight and advice, here are our three top take aways from their conversation.
- Read your company’s Annual Report Or client’s Annual report. Whether in-house or agency, creative or a CMO – today they unpack all their business challenges, priorities and what they are focusing on and why. ALIGN your plans to meet these CHALLENGES…. get on the same page as your board… speak their language.
- It falls to us (in-house leaders) to ensure the boardroom knows and understands how the marketing spend is invested – how we are measuring effectiveness and setting KPI’s. We have to start SPEAKING THE LANGUAGE of business in words and in numbers.
- Be clear about the goals the Advertising and Promotions budget is looking to meet – How will YOU measure these goals, report, share information, be transparent – agree and communicate to key people – so that A&P is the last line the CFO wants to switch OFF.
