Resistance to new ideas within a brand organization is a major issue in the age of real-time marketing.
At this past week’s Digiday Agency Innovation Camp, Bob Rupczynski, the senior director of media and consumer engagement at Kraft Foods, advised that making small project bets are the best way to deal with internal resistance. These small bets start to add to credibility, which, in turn, lower resistance.
“Internally we’re going to get pushback; a lot of ideas are going to get killed, but the more that we do and the more that we execute in the market, more internal momentum is built,” he said. “It makes it easier in the long run, because small projects build on each other.”
Watch the full video below.
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