A company’s advertising must be easily recognizable and positively linked to the brand. Product ads should clearly tie to both the product and the company behind it. This amplifies their impact: whenever a customer sees an ad, they’ll recall not just other ads for that product, but also ads for other company products or institutional campaigns. An ad stops being an isolated event and becomes the sum of all impressions the customer has had of the brand. Thus, the Head of Advertising must establish a distinct style for the company (typography, colors, language, visual design, etc.) and ensure all agencies and external collaborators follow these guidelines in their campaigns and materials.
However, it’s common for Product Managers to hire agencies or suppliers independently, overlooking that the Head of Advertising should oversee everything, even if the cost falls under their budget. Each acts on their own, engaging services that ignore what others are doing, leading to inconsistency. Similarly, salespeople often commission local actions through agencies or suppliers without notifying the Head of Advertising, resulting in a jumble of disjointed efforts that fail to reflect a unified company identity.
(To be continued…)
A journey through the history of the pharmaceutical industry and one of its great laboratories that had its origins in Alfred Nobel...
“From Alfred Nobel to AstraZeneca”: https://a.co/d/9svRTuI
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