Firstly, we got to know the business, which meant learning all about its products and international clients. Next, we learned to understand the brand – what it stands for and the ethos it is built upon. Max Frank calls it ‘Building Common Ground’. Gradually, we built that common purpose and became a valued member of their marketing team. And, together, we achieved a consistent approach across all the marketing channels. Job done – thanks to our mutual aims and shared values.