Insight, purpose and image: Vodafone's coping strategies for modern marketing
Emily BarleyWarc
"How on earth do you cope with the complexity, uncertainty and change when trying to manage a brand?" That was the question posed by Daryl Fielding, director of brand marketing at Vodafone UK, speaking at the ISBA Annual Conference held in London in March 2015.
"My team manage over 10,000 items of collateral to the consumer every year. We have an enormous orchestration job when you're managing brands and things are changing very fast," she went on. "How might we begin to cope better with...