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LINES

understanding what it takes to motivate millennial digital is about total transformation of the complete mix,

employees. Some go even further to get the culture right: immersed in the business and dispersed across the globe.

online retailer Zappos offers new employees $2,000
These partnerships across the network are not limited to

to leave the company after their third month, weeding marketers – marketing has become too important to be left to

out any employees who are not entirely dedicated to the just one department. Instead, leading marketers work closely

culture.
with IT, Finance, and HR to make a broad impact across

all company touch points. This occurs externally as well;

STRUCTURE
WPP has created a dedicated agency for many of its clients

Structure is about so much more than the organigram –
so that it can deliver integrated solutions for their brands.

it’s about building a networked organization to collaborate Further, many cutting-edge marketers go further to tap

on and achieve an aligned strategy. Winning marketing into new external talent. From Nike to Unilever, marketers

leaders promote a more uid organization focused solely on are working with start-ups as collaborators – rather than as

delivering a total consumer experience around their brand’s competitors – in pursuit of a shared mission to better serve

positioning. These networks are built to facilitate networking their consumers a singular brand image.

across functions, teams, and external partners, break down

silos, and allow teams of specialists to build communities

around brand experiences.
PROCESS

Then there is the question of where in the In addition to having the right structure and people in place,

organization the specialists sit. Companies like Unilever winning marketers have rede ned where and how the actual

and Pernod Ricard are moving away from global centers work happens within the organization.

of excellence in New York, Paris and London, to local Overachieving organizations push decision-making

communities of expertise spread out throughout the rights down to the appropriate levels and rely on creating

business. With the maturity of marketing in a digital age,
strategic clarity with simple guardrails. At Red Bull, three

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