No doubt many of you have worked with and for advertising firms - very creative and energetic people that are usually quite fun to be around. They are great at changing it up and providing strong creative thought leadership. Their newness to a brand or product allows them to think freely and unencumbered by past associations with the brand....and that is good...and sometimes bad. As the head marketer of a brand or product your job is to marry the creative sparks and ideas with the brand personality to maintain the synergy between where the brand has been and the new places it can go. Your customers (and potential customers) are counting on you! Failure to deliver your role successfully could disrupt the customers connection with your brand and possibly result in an uproar or revolt. It might be fun creative expression at the time however, could alienate your true brand owners...your CUSTOMERS! Remember advertising is designed to create attention and marketing is designed to build relationships. So when engaging advertising partners Make It Matter and ensure the creative expression helps to build your brand marketing relationships!