Andy Baker — CEO & Founder, Sesimi
Published:
The future conversation will be centered on being "brand safe" and ensuring you don’t have a "Frankenstein digital text stack" that creates more problems than it solves.
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-the-future-conversation-will-be-centered-on-being-brand-saf