Disconnection is expensive
Separate briefs create separate assumptions. The identity says one thing, campaigns optimise for another and reporting arrives too late to improve either.
Start with one change
A shared commercial outcome gives every discipline the same destination. Design can make it recognisable, marketing can create momentum and insight can sharpen the next decision.
Integration needs ownership
Connection does not happen through meetings alone. It needs senior people who remain close to the work and are accountable for the whole experience, not only their deliverable.
