Tesco Personal Finance has appointed Crawford Davidson as marketing director after the departure of Andy Dewhurst, who becomes chief executive of Tesco Mobile – a joint venture with O2. Crawford was director of Tesco Clubcard, and previously oversaw Boots’ Advantage loyalty card.
The FMCG giant is looking at “new category opportunities” as it looks to regain market share and tackle the threat of private labels.
Morrisons CMO Rachel Eyre describes loyalty as a two-way street so says the supermarket must be “hyper-personalised” in its offer to get more people “voting with their feet”.
Marketers may like to be believe they can identify with a wide range of people but, in reality, they are as likely to be led by their biases as anyone else.
Is a lack of financial savvy holding marketers back from ascending to the top jobs in business?