10 Things I learnt in Pepper Advertising’s First 5 Years

  1. Cash is precious.  (so think long and hard before your commit it)
  2. Make sure you always know the financial state of the business
  3. Traditional advertising has lost its monopoly on the mind
  4. Brands should own one thing (actually I always knew that)
  5. Recognition, rewards and punishment need to be clear and consistent (staff must know what is expected of them)
  6. Go digital or die
  7. People must keep learning (and the web makes it easy)
  8. The Internet has changed everything (e.g. outsourcing from wherever, whenever is easy and effective)
  9. Implementation, follow-up and enforcement is key (internally and externally)
  10. Without effective execution, strategy becomes an academic exercise (so good strategy is not enough)
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