My career defining moments: Åsa Caap, CEO and co-founder of Our/Vodka at Pernod Ricard

Changing career a number of times helped Our/Vodka’s Åsa Caap realise she is an entrepreneur at heart and that she thrives when she’s able to constantly to reinvent.

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Ed Pilkington, Diageo: Your marketing epitaph should be ‘highly effective’, not ‘creative genius’

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Effectiveness may not be a word that stirs the blood. However, when you think that being effective means “being successful in producing a desired or intended result”, and we all work in the results business, then there is no escaping that effective marketing should lead to success. The question therefore is how to be effective. […]