Lighten up and let go! Practical marketing advice from Vodafone's marketing chief

This event report considers some of the practicalities of marketing in today's complex world; primarily the need for marketers to be prepared to "let go" of their communications.

Lighten up and let go! Practical marketing advice from Vodafone's marketing chief

Joseph CliftWarc

"I feel very irritated each time I go to the Cannes Lions," Daryl Fielding, UK telco Vodafone's head of marketing, said. "There's always someone with a beautiful, simple model of the 'new marketing paradigm'. But in reality, marketing is really, really complex."

Addressing a morning session at the iMedia Summit, an event held in London in April 2015, Fielding, who previously worked agency-side at Ogilvy & Mather, gave some simple guidelines for building better brands that recognised the complex, fragmented nature of the marketplace. All...

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