Lucy Tesseras is features editor at Marketing Week. She joined in December 2012 as a features writer having previously been a reporter on sister title New Media Age. She is now responsible for all features content on the website and in the magazine.
Brands must act first to make improvements to their business rather than shouting about what they plan to do in order to be seen as a trustworthy business with integrity, says Emily Somers, vice-president of marketing at McDonald’s.
Nathan Ansell, who was central to the turnaround of M&S Food, now heads up global customer insight across the entire business and is adamant great customer experience comes from making sure all teams have the right access to data.
What people say they’re going to do and what they actually do can end up being very different things. Ahead of her session at Marketing Week Live, Marketing Week talks to Tash Walker, founder of The Mix, about the rise of research that analyses actions rather than attitudes.