The Wisdom of Teams
ADVERTISING is in a state of disruption.
No doubt about it, AI has helped make advertising more efficient, but it’d be hard to conclude that it’s made it more effective. In our obsession to do more with less, we strayed from the brief and lost sight of what makes this industry special. It’s become one big race to the middle.
We underestimated how important the people who make the ads actually are. Ironically, harnessing the potential of our people is the path forward.
The Wisdom of Teams was created to build advertising teams that perform at a higher level.
The Approach
THE people are the real difference makers.
The Wisdom of Teams was built specifically for agencies and marketers who need to elevate their teams. Engagements typically last +/- 3 months of live sessions. It is a people-first approach that combines best practices for advertising teams with practical hands-on coaching to drive performance and take teams to a higher level. We tackle team performance in three phases.
Set the foundation
This is where we set the vision for the team. Establish goals, roles, and expectations. Agree on what matters, define success, and set the course for optimal team performance.
Establish principles
How an advertising team actually behaves determines how well it works. Here, we hone the skills that enable people to be at their best (from communications to overcoming obstacles, from giving feedback to reading the room). This is what separates the best from the rest.
Apply THEM to the real world
Principles are just theory until we use them. This is where we apply the principles to real situations. We’ll prep, practice, and review how to handle the full range of real issues your team is facing.
WHAT THIS APPROACH DOES NOT COVER:
This is not another new process tool, self-guided training, generic business consulting from someone who does not know the industry inside out, or an academic approach to real-world challenges.
Instead, The Wisdom of Teams applies the lived experience and picks up where processes and purely functional skills stop. Soft skills, relationships, collaboration, and finding ways to reach further.
About Rob Cherof
Four decades of making advertising teams better.
The Wisdom of Teams is led by Rob Cherof.
With 40+ years of advertising experience, Rob has had a seat at the table. He’s worked for and led some of the best agencies and accounts in the world. Additionally, for the past 12 years, he’s run his own agency. And for the past twenty years, he has added professional development to the mix. The Wisdom of Teams brings all of that experience into the work of building stronger, more effective advertising teams.
Agency experience
Leadership positions at JWT, Saatchi & Saatchi, and BBDO. Founder and president of Rocket Camp
ACCOUNT experience
Led the agency teams for AT&T · Dell · Delta Air Lines · USVI · Marines · REI · American Red Cross · CDC
PROFESSIONAL DEVELOPMENT: University of Florida Ad Council Chair for 8 years · Board of Directors for Junior Achievement of GA for 10 years · Former president of the Atlanta Ad Club · Creative Circus instructor for 8 years · Pathbuilders mentor for 5 years · Emory University Goizueta StartMe mentor · Director of 4A’s Institute of Advanced Advertising Studies for 4 years. Recognition: UF Outstanding Graduate in Advertising · UF College of Journalism and Communications Hall of Fame · Atlanta Business Chronicle - 2026 Leader in Corporate Citizenship.
PERSPECTIVES
THOUGHTS FOR THE WORK AHEAD
Notes, observations, and practical ideas for building advertising teams that work better together.
Why I’m Betting on Teams
Advertising has become more efficient—but not more exceptional. Stronger teams are how we break out of the middle.
Read the article
Own Goal!
In our quest to make advertising more efficient, I fear we took a shot at the wrong goal. Doing more with less didn’t work. Now it’s time to do better with less.
Read the article
Building the Next Generation of Agency Talent in the Age of AI
A conversation about the future of agency talent, mentorship, and creativity in an AI-driven industry.
Listen to the podcast
ENDORSEMENTS
WHAT PEOPLE NOTICE
Rob Cherof is a professional and friend whom I greatly admire. He built his advertising expertise and training through experience with BBDO, JWT, and Saatchi & Saatchi, working with AT&T, the Marine Corps, REI, Dell, the American Red Cross, and others. In 2014, Rob ventured into the realm of small agencies when he created Rocket Camp. Obviously, Rob is not just a person with many years as a trainer; Rob has experienced advertising and knows what it takes to be successful. While practicing his passion for the advertising profession, his passion for mentoring and training has not waned. Since 2001, he has served on the UF Department of Advertising Advisory Council, including several turns as Chair. Students love the unpretentious, caring manner in which Rob shares his wisdom and advice. His success was recognized by the University of Florida’s College of Journalism and Communication naming him to the College’s Hall of Fame.
John Sutherland
Former Chair, Department of Advertising, University of Florida
When I need a team to come together, align, and be inspired to create results beyond what they thought was possible, Rob is my first call. His ability to get people to believe in themselves, see their role and responsibility within a broader team, and, then, see the potential of their combined skills and passions is second to none.
Brad MacAfee
CEO of KAOH Media
In my 30+ year career in marketing/advertising, I’ve known and worked for few leaders who were more effective or intuitive than Rob at cultivating the skills of individuals to assemble high-performing teams. His passion for helping people become the best versions of themselves in their roles has been a hallmark of his career.
Phil Cantilo
Director, Account — Slalom
Let’s Talk
Help your team reach its potential.
Contact me to find out how The Wisdom of Teams can help your team perform at a higher level.
Rob@thewisdomofteams.net
404 218-6341
CHEROF PERFORMANCE CONSULTING
