Andy Baker — CEO & Founder, Sesimi
Published:
If you are consistent with your layout and you get the refreshed nature of the layout through imagery and headlines and offers, etc. You can scale content really quickly across every single channel… If you do start to systemize, it is going to get you into market quicker, you are going to save money on production costs in terms of executing content. You are going to stay out of trouble from a regulatory standpoint, there’s just so many benefits to it that it seems at odds that people still want to create wholly bespoke campaign look and feels every single time from a layout perspective.
What does Andy Baker say on The Agile Brand with Greg Kihlström?
Andy Baker, CEO & Founder, Sesimi, says: Andy Baker of Sesimi discusses the 'last-mile' problem in marketing: how centralized strategy gets diluted at the local level when teams have tool access but not clear guardrails. He recommends moving from episodic campaigns to an always-on, systemized marketing operating model that provides controlled flexibility — 'freedom within the framework' — to empower local teams while protecting brand consistency and regulatory compliance.
From: The Agile Brand with Greg Kihlström
Cite as: Andy Baker. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/andy-baker-if-you-are-consistent-with-your-layout-and-you-get-the-refre