You're a new marketing VP at a mid-size CPG. Your first campaign launches in three months. The agency has been there 10 years and your CMO wants a fresh perspective. How do you approach the first month?

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Stay specific. One example, told well, beats three told fast. Make your decisions visible — what you chose between. End on what changed, for whom.

You're a new marketing VP at a mid-size CPG. Your first campaign launches in three months. The agency has been there 10 years and your CMO wants a fresh perspective. How do you approach the first month?

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