First 100 days

A critical issue in the first 100 days for a marketing director, is whether on not to seek external help, and what to do with the existing help you have on hand.

Much debate and substantive research is needed on about the balance of different media; weight of media spend and return on investment.

But according to Allan Gorman's article Fire Your Ad Agency many marketing directors would be far better-served delaying such decisions and focusing internally first.

He advises:

'Remember that the tools you use to tell your story are only as effective as the story you have to tell.'

Understand your customer. Distinguish the proposition. Define the brand story. THEN determine the media and supplier mix.

Makes sense...if you can create the time and space to do it.