Jemma Jones handles a multimillion-pound budget at car marque Honda and is responsible for leading brand, creative, media and digital marketing for the brand across Europe. The brand is moving towards a more sporty and technologically advanced brand image following the appointment of CEO Takahiro Hachigo, which saw every model in Honda’s car line-up being refreshed last year. To showcase the upgrades, Honda has launched a number of innovative campaigns including “the world’s first double-sided interactive ad” for the Civic 5D and Type R models, which allowed users to switch between two contrasting storylines on the same platform by typing the ‘R’ button on their keyboard. She says choosing how to store, analyse and deploy data is her biggest challenge.