When I came aboard, Southwest was getting dinged by the FTC for false advertising claims.
My first task was to work with the legal teams to create a guideline for every medium. Then we worked with the brand team to make sure our guidelines were preserved. And that was the first wrinkle: the rebrand.
After a few months, we built the Southwest Advertising Audit Checklist, the last stop for all brand advertising. We trained our agencies, internal teams, and external partners and within the first year, fines had stopped.