The Dual Roles of Effectiveness and Retail Strategy

The role of the Global Head of Effectiveness and Retail for McCann involves fostering a shared culture of effectiveness within the company and its clients. This effort includes training and engagement with teams globally, but also emphasizes the importance of participating in independent effectiveness awards to benchmark success. These awards serve as a valuable tool for reflection and improvement, as they challenge individuals and teams to assess their effectiveness critically. Moreover, the retail strategy lead for Aldi highlights the importance of this dual approach in maintaining long-term relationships and delivering impactful campaigns that resonate with consumers.