Multichannel Marketing: Channel Surfing

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.