Staying Agile: What Campaign Management Really Looks Like Today

Over the last few years, the digital landscape has shifted dramatically. Platforms are changing, trends come and go within days, and audience behaviours are more unpredictable than ever. One week it’s all about polished branded content, the next it’s “talking while walking” TikToks filmed on an iPhone. As someone who works closely with creators, clients, and content, adapting quickly has become second nature.

Not long ago, we ran a regional campaign for a food brand that started off structured and well-planned. We had a clear message, a fixed content direction, and influencers lined up. But midway through, TikTok’s algorithm shifted. Suddenly, the curated and branded videos weren’t performing, people were gravitating toward raw, casual, and unscripted content. So we made a call: give creators the freedom to speak in their own voice, using their own style, while still staying true to the brand’s message. The result? Triple the engagement, better retention, and more authentic reactions in the comments.

What that experience really reinforced for me is that running campaigns today isn’t just about ticking off deliverables, it’s about reading the room. You have to keep one eye on the analytics, one ear on the audience, and be willing to tweak things even after launch.

Some small things I’ve found helpful along the way:

• Don’t chase vanity metrics. A high view count is great, but it’s the saves, shares, and click-throughs that tell you if people actually care.
• Let creators do what they do best. Instead of handing them a fixed script, give them a strong brief, context about the brand, and trust their creative instincts.
• Make feedback loops shorter. Instead of waiting for a post-mortem at the end, build in quick reviews during the campaign to see what’s working, and what needs to shift.

At the end of the day, digital marketing is becoming less about perfection and more about connection. It’s fast-paced, sometimes messy, but when you strike the right balance between strategy and spontaneity, that’s where the magic happens.