Resilience is an important quality for any marketer but few will have needed it more than Gareth Griffiths, who, after launching a spectacular animated campaign sponsoring England’s bid for the Rugby World Cup, saw the team get knocked out in the first round. But despite England’s early exit, Griffiths claims the campaign “exceeded all our expectations” and so O2 has brought it back for this year’s Six Nations competition. “Prioritisation is my big challenge,” he says. “In a very fast-paced, ever-evolving industry, [I need to] keep a clear focus on what will have the biggest return for our business. Making the right call is a big challenge but also the most enjoyable part of my role and where insight and instinct are so important.”