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...