For Lisa Wood, reputation is everything, given she works in the financial sector where consumer trust is sadly lacking. She joined mobile-only Atom Bank in 2014, which is set to disrupt the financial market with its fresh approach to banking. Prior to this she was head of marketing at First Direct where she was tasked with engaging young people and keeping the online bank’s challenger attitude. She oversaw a total brand refresh with its platypus-starring brand campaign and worked hard to connect with Facebook and Twitter users.
Biggest challenge: "Creating cut-through in an increasingly complex and multi-dimensional world of communications – it's so difficult to predict just what will grab attention."