Adweek
Mar 8, 2022
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12 top marketers confess their non-negotiables and red flags
Before settling down with Chipotle, Chris Brandt had been around the block. The chief marketing officer has made stops at General Mills, Coca-Cola and Taco Bell, so he’s learned a thing or two about working with ad agencies. And just as all symbiotic relationships require loyalty, determination and dedication, Brandt advises against jumping ship on an agency after hitting a roadblock, as the right synergy cannot always be replicated.
“I love the idea of demystifying the creative process and not having creative presentations feel like the ‘big reveal.’ Ideas and creativity are a team sport,” said Melissa Wildermuth, global creative director at General Mills, adding that “a creative presentation should feel like the beginning, not the end.”