Who Says A Senior Marketing Executive Can’t Have Both Management and Creative Talent?
Top management tends to view marketing personnel as either “management,” or “talent.” That is to say, they often think the executives that run the marketing organization are not going to be the same people who write and create the promotional campaigns. In most cases they are right. Now imagine the potential results if the same person who assists in the management of the marketing process was also the creative director and copywriter. How much more effectively could that person communicate the unique selling propositions of that company or product? How much faster could new campaigns be generated if third parties didn’t have to be educated until they “get it.”