The Agenda 2024: Consistency is key
While marketers are prone to pursuing the next big idea, taking a more consistent approach is gaining pace for multiple reasons as brands eye up growth, effectiveness and cost saving.
By Molly Innes
“Consistency is underrated.” This according to a CMO at the top of her game, NatWest’s Margaret Jobling, who after creating the bank’s long-term brand platform ‘Tomorrow Begins Today’, told her CEO: “If for any reason I leave or fall under a bus, don’t change the advertising campaign, for God’s sake.”
Marketers are often accused of going around on a conveyor belt, with CMO tenure falling to its lowest level in more than a decade earlier this year. The result is new leaders coming in and wanting to have an impact and leave their mark, which often means ripping up what has come before.
