Folio: Executive Perspectives, Part 1

Folio: What lesson learned in 2015 are you applying to your 2016 strategy?

Josh London: There’s no substitute for passionate enthusiasts to carry your message and help you communicate your relevance to your audiences. I saw that firsthand as we rolled out IDG’s new brand campaign. We enlisted employee brand ambassadors to support our marketing efforts, help engage their colleagues, and get the word out on social media. As a result, employees around the world in 97 countries exponentially magnified our ability to communicate our program both inside and outside of IDG. Employees also became very clear about the purpose of the campaign and had a stake in its success.