Trends have always been a big way to engage and convert customers. From new sofa styles to sports shoe innovations, trends hit that “I want it, even if I don’t absolutely need it right now” feeling that drives so much discretionary spending for customers.

An email dings your inbox. The ask? Your boss wants you to lead the charge on a new back-to-school campaign. It needs to be “fresh and poppy,” have Gen Z appeal, and increase sales by 5%. It also must produce enough video and photography content for seamless marketing across dozens of channels, all while keeping customers engaged and your boss beaming.

You? Overwhelmed. How will you accomplish this Herculean task? What creative approach should your agency take—and how will you direct it?

The dreaded corporate silos. They don’t just lead to miscommunication. They lead to disjointed branding across all your channels. And you better believe your customers notice.