Marketers need to embrace the whole new world of accountability, says Adam Johnson. Rather than strike fear into a marketer, it is an opportunity for them to arm themselves with analytics to show marketing’s investment value. In the past, he admits to feeling pressure to constantly add more channels with the same budget, although his biggest challenge is finding brilliant marketers who are creative and commercial. He is now marketing director at Global Radio, having previously held the same position at Microsoft UK and Nokia.
Lightbulb moment: “When Simon Sinek said: ‘People don’t buy what you do, they buy why you do it.’ From then on I made sure there was a purpose behind every marketing and business decision I made.”