Take your inspiration from a higher level

It seems that insurer Prudential, recently in the headlines for proposing one of the largest and most audacious deals ever by a British company, is about to hit the skids. Though nothing will be made formal until a shareholder vote next Monday, it appears that Prudential’s proposed $35.5bn (£24.6bn) takeover of AIA, the Asian insurance arm of its rival AIG, is dead.

The potential riches on offer in the globe’s emerging markets are tempting to any business. But as the fate of Prudential’s bid for AIA demonstrates, negotiating entry into and success in those new markets and convincing all necessary stakeholders that you’ve factored in all possible risk to your calculations is no mean feat.

All the more admiration then for Andy Fennell. Diageo’s top marketer has the precarious job of allocating a global marketing budget of close to £2bn. Such a task requires a detailed understanding of how Diageo’s presence and activity in each of its 200 markets will best service the drinks company’s growth ambitions.

In his profile (page 12), Fennell provides insight into the tough decisions he has to make when constantly reassessing forecasts and the data his team retrieves to decide which regional pockets of growth he should exploit with his spend.

“The Annual will feature only speakers from the highest and most strategic level of business and marketing leadership”

Such a task requires a trusting working relationship with each member of Fennell’s global marketing leadership team so that he can communicate effectively with Diageo’s team of 950 marketers and innovators.

Interestingly, what Fennell also brings to the table is a bullish view of both the changing needs of the modern marketer and the role of marketing itself.

Our pages are fairly CMO heavy this week. On page five alone, Fennell is joined in the news by Wal-Mart’s international CMO Rick Bendel and Citi’s UK Consumer Group CMO Patrick Muir.

Timely then for me to point out the launch of our new flagship conference, The Annual, on 29 September. The reason I make the link is that The Annual will feature only speakers from the highest and most strategic level of business and marketing leadership. We’ve gathered executives (CMO and above) from some of the world’s most dynamic and innovative brands to talk about how tweaks to your marketing strategy can achieve growth. There are more names to be announced in the coming weeks and further details of The Annual on page 4, but to ensure your place at the conference that will offer deeper and more practical insight than any other, visit www.theannual.co.uk.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here