Transport for London is one of a few brands that is demonised, lauded, used and abused by more than 10 million consumers on a daily basis. It is Christopher Macleod’s responsibility to ensure marketing across all aspects of the business runs smoothly. Having weathered the challenges of the London Olympics in 2012, this former ad salesman and fellow of The Marketing Society is digitally transforming London’s transport system. He recognises that his biggest challenge is “to continually demonstrate that ideas can move people more than processes and that emotions are as important as facts”.