As it gets harder and harder to break through with messaging, what becomes important is the realness of a message in terms of being relevant and having impact on someone's purchasing.
It takes someone incredibly strong to lead that effort in that organization. If you want people to fall in line, you have to get someone at the helm who is highly credible. And I think she is.
It's the middle level that is hard. We're not a mature enough industry to have grown up enough people to the midlevel.
Clients are in the same position as agencies. They are looking for a person who has all of the attributes but can also roll up their sleeves and do the work.
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