Think about the past three months: The world has undergone a massive health crisis. A social revolution is marching for equality in the streets. Organizations have pivoted to remote workforces nearly instantaneously — creating friction in normal working rhythms. Virtual work has increased the need for self-direction and self-motivation amongst employees. Remote working has created a gap in the social connectivity that typically strengthens relationships in the workplace. Company values have been called to the carpet without the benefit of in-person interaction. Inevitably, such disruption has caused some level of angst amongst every worker. All of this has put a spotlight on company culture and employee engagement. It’s no surprise that many of the world’s best companies are also on the “best places to work” lists. As famed business consultant Peter Drucker once said, “culture eats strategy for lunch.” Now is the time for organizations to invest in one of their most important audiences: employees. This is an opportunity to apply an organization’s marketing muscle to ensure that employees are energized to help create new paths for success.
Marketers rightly expend considerable intellectual energy devising ways to sell more to their best prospects. But one key lever is often overlooked: smartly allocating budgets between national and local media. How you determine this split can make the difference between focusing on consumers who will buy from you, and wasting money on those who never will.

7 Key Steps to Reaching Brandscendence™
Great brands are like great people and when great people know who they are, where they’re going and how to get there, they can contribute to the world in a way that is larger than any one single area of focus. At a certain point, they transcend their specialized field and become something larger than themselves, larger than their community, and larger than their chosen category.  They become Brandscendent™
Here are some antiviral tips for CMOs that could make a quarantine situation produce some healthy results. (As I sit here gazing out at emptying streets in San Francisco, all my tech clients have notified me they’re going remote for the next two weeks.) 

So here we are: Pandemic panic has certainly set in and not without reason; we’re facing a highly contagious virus to which none of us are immune. We’re all in preparation mode, but no one knows exactly what we’re preparing for (quarantine? social isolation? the actual end of days?) or when “it” will start. 

Advertising, we have a problem. The agency industry is unlike any other. People in other industries don’t provide their would-be clients with “spec work” for free. So why are agencies expected to think for free when pitching for a new account? It’s a topic that strikes a chord throughout the industry with an ongoing debate over the question of should agencies be paid to pitch?