Regulated Industries

regulated industries

CMO, Nationwide

Sara Bennison

Sara Bennison is not afraid to use her influence to stand up for what she believes, and has won a host of awards for championing innovative, causerelated marketing, not least being named Marketing Week’s Visionary Marketer of the Year in 2018. Perhaps the most notable of these campaigns is #TogetherAgainstHate, a collaboration between Nationwide, McCain, Maltesers and Channel 4 for a groundbreaking ad break takeover, which highlighted the vile abuse the stars of its ads have been subjected to in order to stamp out trolling. The Nationwide ads in question are part of its ongoing ‘Voices’ campaign, which gives a platform to spoken-word poets and stand-up comedians from a variety of backgrounds. And the strategy is working. Nationwide has a ‘recommend’ score of 61, according to YouGov data, which compares to a sector average of just 34, and consideration for the brand has been steadily rising. Bennison is also an advocate for workplace equality and believes marketing has the opportunity to drive fairer working practices, which will encourage more young people to consider a marketing career.

Leanne Cutts

Group head of marketing, HSBC

In a traditional and still male-dominated sector, Leanne Cutts is pushing for diversity and inclusion, not just out of a spirit of fairness, but to open the corporate world’s eyes to the advantages of a fresh perspective. In a difficult sector, HSBC as a whole has shown strong growth, with 2019 first-half profits up 16% on the same period in 2018. As a result, the company has been able to continue investing in marketing and branding, bolstered by Cutts’ efforts across a range of activities including sports sponsorship and airport branding. Looking to improve wellbeing and not just financial health, Cutts has been behind initiatives including investing in grassroots sport. Cutts has also championed diversity and inclusion in the sports it sponsors, advocating for equal pay in golf and continuing HSBC’s commitment to the Women’s World Rugby Sevens Series. She has spoken out on LGBT+ issues, urging leaders to “push for progress”. HSBC is also tackling modern slavery by giving disenfranchised workers access to more stable banking.

Tom Daniell

UK retail and brand director, Aviva

Aviva wants to transform the insurance industry by using data and technology to address customers’ biggest pain points, and Tom Daniell is central to that drive. He heads up the firm’s ‘Digital Garage’, home to its digital innovation and development teams who have been focused on using marketing to move the conversation away from price and towards service, the level of cover and the claims process. By encouraging agile methodologies, Daniell has been able to launch the AvivaPlus pay-monthly product, among other initiatives that create different business models for both Aviva and its customers. This shows the company innovating on the customer’s behalf and as a result, leading to more consumer trust in the organisation. Daniell is also a champion for the Aviva Community Fund, which offers investment to projects and services that help local communities.

Mark Evans

Managing director of marketing and digital, Direct Line Group

Mark Evans leads a widely celebrated marketing organisation going from strength to strength, recognised in his recent promotion from group marketing director to managing all Direct Line Group’s (DLG) digital capabilities as well. He has put great focus on improving marketing efficiency, with the firm cutting spend by 30% over five years while still driving growth. This contributed to DLG increasing pre-tax profit by 8% in the past financial year. Evans is a big champion of neurodiversity and his thought leadership has had a huge impact on industry attitudes. He is also chair of the School of Marketing, an initiative set up in partnership with Marketing Week to raise awareness of marketing careers in schools; and Front Foot, the Advertising Association’s campaign for advertising. He was named The Marketing Society’s Marketing Leader of the Year 2018.

Claire Hilton

Outgoing managing director of brandand insight, Barclays

Claire Hilton has more than two decades’ experience in blue-chip companies. She has a strong focus on purpose-led campaigns, in particular being behind Barclays’ Digital Eagles initiative, designed to help less tech-literate people access new banking technology. Hilton has also been at the forefront of diversity at Barclays. The brand signed an eight-figure deal to become the title sponsor of the Women’s Super League (WSL) until 2022, a record investment in UK women’s sport. Since the financial crash and LIBOR rate-rigging scandal, Barclays has been steadily restoring its reputation, during which time Hilton has had roles including marketing communications director, international brand marketing director and marketing director. Her campaigns have won numerous awards, including from the European Diversity Awards and D&AD. She is a member of Women in Advertising and Communications, London and the Marketing Group of Great Britain, an ISBA executive and sits on the board of the Advertising Association’s Front Foot network. She also mentors young female talent in the industry.

Margaret Jobling

CMO, Centrica Group

Margaret Jobling takes a practical and effective approach to solving marketing challenges. Like many incumbents in a sector ripe for disruption, British Gas owner Centrica experienced a challenging financial year, however, it continues to innovate in the energy sector by improving the customer experience. In an effort to bring value above and beyond energy supply to customers, Jobling has been behind British Gas Rewards, personalising rewards to the customer. She has also taken the less glamorous but no less effective route of working doggedly through resolving customer pain points before tackling bigger, higher-profile projects. This year she has led a move to integrate all marketing disciplines under one strategy with an agile agency approach. Jobling has been active within Centrica to develop customer advocates (known as the ‘coalition of the willing’) to help the business see customers’ issues from their point of view. She has worked with the firm on its cause-related initiatives and is a member of a number of industry boards, including ISBA.

Pete Markey

CMO, TSB

Pete Markey has been able to pull customer satisfaction scores back at TSB, following its IT crisis, setting the company on an upward trajectory. He was only eight months into his previous role as marketing director when TSB had to deal with the IT meltdown after migrating its systems in 2018. To restore its reputation, TSB’s focus has been on getting its message across and reaching core customers. Markey believes its sponsorship of both Pride of Britain and Pride of Sport will be key. The sponsorship also points to a new emphasis at TSB on content. It has worked with the Mirror news titles to tell the stories of some of the people involved in Pride of Britain and Pride of Sport and has a partnership with ITV to create content around real people and their stories. Markey is an active member of many marketing associations, one of the Financial Times’ top 50 OUTstanding allies to the LGBT+ community, a member of the Financial Services Forum Advisory Board and a Chartered Institute of Marketing fellow. He was also named vice-president of ISBA earlier this year.

Keith Moor

CMO, Camelot (for work at Santander)

Keith Moor has been at the forefront of driving the value of brand in banking, and after almost 25 years at Santander and its predecessor Abbey National, he has made the move to lead marketing at Camelot. Starting in September, Moor will head up all areas of The National Lottery’s marketing and player communications at a key time, when Camelot is moving in a more brand-led direction. Santander’s own brand value has gone from strength to strength recently, increasing 62% from a low in 2013, just before Moor became CMO, to the highest it has ever been since Interbrand ranked it. Santander has invested heavily in customer service technologies to improve customer experience across all its channels, including mobile, app and in-branch. Moor has also been at the forefront of enhancing the added-value services, such as allowing users of London’s Santander Cycles scheme to make contactless payments. Moor is a member of a number of industry committees and marketing education boards, including the Digital Marketing Institute’s Global Industry Advisory Council.

Belinda Moore

Marketing director, E.ON

Benefiting from wide experience across a range of sectors, Belinda Moore brings a consumer focus to a product-driven sector. Working to change the perception of E.ON to being an innovative, environmentally-conscious ‘un-utility’ company, Moore was behind a brand repositioning that included a TV campaign showcasing its air source heat pumps as a method of heating swimming pools. Research showed 67% of the target audience for this campaign, compared with 50% of E.ON’s other customers and 46% of the overall energy market, agreed that ‘E.ON promotes growth of renewable energy’. Bringing something intangible like energy to life can be challenging, so Moore has looked to experiential communications to make deeper links between customers’ perceptions of energy and what it means to their lives. Executions include mobile charging ‘pods’ on London’s Southbank, where passers-by can charge their phones while they sit in a cocoon and exercise or relax. Moore is a frequent speaker at industry events including the Festival of Marketing and is a member of the Smart Energy GB board.

David Wheldon

CMO, RBS

David Wheldon has been instrumental in raising the profile of marketing leadership in his capacity as president of the WFA, a role which he stepped down from in January. He spent his tenure touring the globe, speaking on behalf of marketers and establishing the function as a core part of leadership teams. CMO of RBS since 2015, Wheldon has helped bring the bank back from the nadir of the 2008 financial crash to the point where it paid its first dividend since then in October 2018. As well as revamping its digital offering along with most of its peers in the sector, RBS has set up specific working groups to grow access to neurodiverse staff. The bank is backing Auticon, a firm improving employment among autistic adults. Wheldon has been a prominent exponent of the value of marketing and the role of marketers in senior leadership positions. He is a prolific mentor and judge for the Marketing Academy, ex-chair and council member of the Marketing Group of Great Britain and a Fellow of The Marketing Society.

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SPORT, GAMING AND GAMBLING

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