Channel Surfing
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While separate teams are assigned to each channel, Kiger says consistency is achieved through regular communication between all creative staff members. Moreover, two art directors travel between each group, a tactic that helps ensure logos, colors, fonts and other creative elements remain the same throughout. Through weekly creative meetings, all team members are briefed on their colleagues' work. Before a direction even is decided on, the creative services division presents its vision to the marketing and merchandising departments, so everyone is kept in the loop.
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Carolyn Heinze
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