Designing marketing ecosystems for growth and agility
The marketing landscape is changing faster than ever. Political, economic, social, technological, and environmental shifts are reshaping customer behaviors, trust, and expectations. Brands face increasing competition, margin pressure, and disruption across distribution, retail, and communication channels.
In this context, marketing exists for one reason: to drive growth by connecting with customers effectively – now and in the future. To do this, brands need the right balance of internal and external capabilities -a process AAR calls right-housing.
Key Principles of Right-Housing
Focus on your unique DNA – Assess your strengths, weaknesses, culture, and appetite for change to identify what drives growth.
Understand the wider context – Align right-housing with company vision, transformation initiatives, and learnings from other organisations.
Start from the right place – Set clear objectives, map Jobs To Be Done, and fully leverage external partners’ capabilities.
Be restless and relentless – Continuously monitor, iterate, and improve the model to adapt to evolving needs.
Prioritise people – Ensure teams and partners have the right expertise, chemistry, and inspiration to maximise Creative Capital.
