Dec 20, 2020
Guy Hayward | British Pilgrimage Trust | © Sophy Roberts | Financial Times
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Guy Hayward | British Pilgrimage Trust | © Sophy Roberts | Financial Times
Guy Hayward of JWT on marketing success
With a plethora of choices available to consumers, the essence of success is having a brand that consumers actively seek out because it offers them something that they believe in and that they think no one else can offer. It is good old-fashioned differentiation and it has never been more important than now, when we face such an unstable economic climate. In retail, we have seen a number of great brands lose their way in recent years. The root cause is that they allowed themselves to become irrelevant in the eyes of their customers.
GUY HAYWARD chief executive, JWT and summit co-chairman
Guy Hayward of JWT on Integration
"It's not easy to define.True integration goes beyond comms. It is now affecting the entire behaviour of brands."
GUY HAYWARD chief executive, JWT; summit co-chairman
Guy Hayward of JWT, on the biggest challenge for marketers
'The marketer's biggest challenge is (deciding) where to spend their money. It has been said that there have never been more ways to reach a target audience, but it has never been as hard to connect with them, and that is true. Marketers have to ensure that an audience has multiple touchpoints that encourage positive participation. This means clients need a range of connected solutions, rather than just an above-the-line campaign with a digital element tagged on the end of it.'
GUY HAYWARD chief executive, JWT; summit co-chairman