En una frase…
What’s one question every marketer should ask before launching a campaign?
Always ask Why: Why are we doing this? Why are we in this position? Why should our audience care? Why is this the solution?
What’s the most underrated factor in achieving long-term effectiveness?
Commitment is the single most underrated factor for long-term effectiveness—whether it’s to the brand strategy, distinctive brand assets, or creative idea.
What’s your personal ‘north star’ when aiming for effectiveness?
It’s not about advertising coverage or even awards, it’s simply about changing the behavior or perceptions of the average person around your brand and consistently improving business results (i.e. market share growth, stock price increase, etc.) in the process.
Kate Charles served on the Jury for the 2025 Effie Awards US competencia.
