Paul Geddes on turning Direct Line into a brand-driven business
The CEO and former marketer is committed to creating differentiation in what many consider a commodity marketplace.
The CEO and former marketer is committed to creating differentiation in what many consider a commodity marketplace.
Gaining experience across different sectors and disciplines can make you an attractive candidate and a more rounded marketer, however company ‘lifers’ can be just as successful. The key to becoming a CEO is credibility and a broad business understanding.
When it comes to climbing the career ladder and gaining a coveted place at the boardroom table, easyJet’s CEO Carolyn McCall believes marketers are “fantastically” placed to do so. But to become a senior leader, confidence is key.
Financial technology brands are shaking up what has been a stuffy and inaccessible industry by meeting changing consumer demands head-on, and marketers stand to learn a great deal from their disruption.
The rules of content marketing are evolving faster than ever – here’s why.
Unilever is aiming to grow its brands through innovation that “scale and build categories”, rather than simply delivering “new news”.
Sainsbury’s reported higher than expected profit growth and increased optimism for its Nectar loyalty proposition, which it says is strengthening its retail media offer.
The sixth CX50 list of the UK’s top 50 customer experience professionals reveals the key trends in a complex and highly regulated sector.