The marketing industry is an evolving and ever-changing function within an organization. Tasked with engaging consumers in their brands, the way in which they are doing it now is unlike ever before. Tools and strategies used to reach consumers can change rapidly, with new approaches appearing every day. Yet, in many organizations, the structure of the marketing department is stuck in the past. What is a marketing department to do? How can they stay true to their brand values and still be effective and successful?