And that’s why we do things a little differently. For instance, we believe in brutal honesty, in dealing with our clients, even at our expense. We also believe it is best to align at the beginning, but also leave room for flexibility, as marketing is dynamic, and continuous optimization is critical to the success of any campaign.

Finally, we believe it is important to give the right expectations, so alignment across the board is achieved, and we all have a good idea of what to expect – best case, the average case, or worst case ( and yes, not all campaigns are runaway successes).