Tell me about a time when you led an integrated marketing campaign that required coordinating across creative, media, and digital teams. What was your approach, and what was the outcome?

Situation

At my previous agency, we were tasked with launching a new product for a client in the fast-moving consumer goods sector, and I was the marketing lead responsible for the integrated campaign. The brief required a consistent brand message across traditional media, digital platforms, and experiential activations, with a tight three-month timeline.

Task

My main task was to align the creative concept, media planning, and digital execution into a cohesive campaign that would meet the client's KPIs for awareness and engagement, while keeping the cross-functional team motivated and on schedule.

Action

I initiated a joint kickoff workshop with the creative, media, and digital leads to co-create a unified brand narrative. I set up a shared project tracker with weekly milestones and daily stand-ups to surface blockers early. When the creative team proposed a TV-led concept that the digital team felt wouldn't translate well to social, I facilitated a redesign session where we adapted the core idea into a series of interactive social videos, maintaining the brand story while optimizing for each channel. I also personally presented the integrated plan to the client, highlighting how each discipline contributed to the funnel.

Result

The campaign achieved a 25% increase in brand recall and a 40% lift in social media engagement within the first month, exceeding client targets. The cross-functional collaboration was so effective that the client extended our scope for the next quarter.