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Why Thomson Reuters Global Marketing Head realigned her marketing function

Antonia Wade

Thomson Reuters' marketing function had a region by region structure, but that wasn't working for its new customer-orientated focus, according to Antonia Wade.

Thomson Reuters, its board and its marketing function have had a change of focus. Instead of a region by region structure, customer segmentation now decides how marketing interacts with its clients. That pivot was lead by Antonia Wade, global head of content, campaign and partner marketing.

It is now a cornerstone of the global, mass media and information organization’s move to be more customer-led. But what market forces encouraged Reuters to make such a powerful, internal shift?

In this interview, Hot Topics sits with Antonia Wade to discuss the motivations for this realignment and how that sets her strategies for the years ahead.