Marketing teams built to make brands felt, not just seen

Four arguments, and the first is about the senses. A B2B agency brand should be something people can feel rather than only see, which is a strange thing to say about a services business and is the point. Then: hire for character and adaptability rather than for a skill set, because the skills marketing needs keep changing and the temperament does not. Protect an innovation budget by making it compete for its place like everything else. And run a team on one shared set of numbers rather than a target each — individual KPIs make people optimise their own column instead of solving the problem in front of all of them.

“I wanted people to feel dentsu, rather than simply see it.”