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Why marketing now requires a different style of leadership

Philip Almond

BBC's Philip Almond explains how technology has transformed the way the traditional marketing function operates, as different disciplines now work more closely together.

As with many industries, digital has disrupted the media ecosystem in ways that very few would have predicted. This rapid evolution has meant that media companies have had to transform their internal strategies along with the products they take to market. Philip Almond, BBC’s Director of Marketing and Audience, explains the need to adapt marketing leadership within a digital world and how to ask the right strategic questions that utilize the knowledge that exists across a diverse team.