From Cleaning Hotel Rooms to Rooming With Rockstars, Here's How Agencies Get to Know Their Clients

CMOs stress the importance of total brand immersion

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When Molly George moved from the client side of marketing to the agency world, she was assured by a mentor that she would not be expected to study the intricacies of the brands she worked on—she would just have to “be the connector.” Nine years into her self-made gig as the co-founder and CEO of Kickstand Communications, she found that this couldn’t be further from the truth.

“We do our best work by having just as a deep, if not a deeper, understanding of our clients’ business,” George told Adweek, adding that investing the time and effort it takes to build a genuine passion for the brands she touches is “not something that can be faked.”




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