Britvic CMO: 12 to 18-month planning cycles are now irrelevant

Campaign 18 May 2021 04:22

Marketers from Bacardi, Britvic, Trinny London and Vodafone discussed how the pandemic changed their working practices at Campaign’s Media 360 conference today.

In a session entitled Inside the mind of the CMO, Matthew Barwell, chief marketing officer of Britvic, said the past year had taught him to devise a clear strategy but then be agile in the way it is deployed.

“At one level, everything's changed but then nothing has changed, he said. So, [it is important to] have a really clear strategy about where you want to head to, what the roles of your brands are in people's lives [and] what it is you want to achieve.

“And then just bring a different level of agility into how you operate. We used to operate a 12- to 18-month planning cycle that became, very quickly, irrelevant. We have to move to a far shorter, far more responsive, far more dynamic way to plan.”

Also taking part in the roundtable were Pamela Brown, chief marketing officer of Vodafone Smart Tech, John Burke, chief marketing officer of Bacardi, and Shira Feuer, chief marketing officer of online beauty brand Trinny London.

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BritvicTrinny LondonVodafone Smart TechBacardi
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