As chief marketing officer at The Walt Disney Company EMEA and general manager for Disney Channels, Tricia Wilber is the ultimate multi-tasker, bringing the different strands of the business on to the same page, while responding to cultural change and not being afraid to take risks.
Hyundai is hoping to show a more human side of its brand with a campaign it says marks a change of direction by aiming to create a sense of “wonder and excitement” in the consumer rather than focusing solely on the product.
McLaren is looking to bolster its footprint in the crucially important BRIC markets where high proportions of the population don’t speak English as a first or second language, by localising its branded content.
From a lack of transparency to the misconception only under 35s possess digital skills, marketers address the ageism rife in recruitment.
M&S has highlighted its brand and product proposition, personalisation and data, and modernising its store estate and supply chain as key focus areas for the next two years.
By working up to investing in brand building – rather than adhering to the 60:40 rule – are small businesses on the road to success or setting themselves up to fail?
Addressing marketing’s lack of socio-economic diversity could be the key to creating a more inclusive industry in general. However, making a difference starts with taking practical steps.