OgilvyOne Worldwide Chairman & CEO, Brian Fetherstonhaugh, explains how one-off unconnected digital projects can lead marketers down a “Highway to Hell” and instead advocates a distinctive “Stairway to Heaven” solution.
“It’s a different approach where your actions today lead you to a better tomorrow. You build something that matters and something that lasts. Here’s what it takes.
- A different mindset -one that is more holistic and customer-centric.
- A deliberate pathway – a goal with broad phases that can be anticipated from the outset.
- It consciously builds around platform choices – brand platforms and technology platforms that have a chance to endure.
- And it relies on the discipline of continuous testing and a business case for Marketing ROI. “
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