Magazine article Marketing

Opinion: The Marketing Society Forum - What Are Your Marketing New Year Resolutions?

Magazine article Marketing

Opinion: The Marketing Society Forum - What Are Your Marketing New Year Resolutions?

Article excerpt

Most of us have already broken any personal resolutions we made for the new year. Are senior marketers' good intentions more likely to be stuck to in 2008?

AMANDA MACKENZIE, DIRECTOR OF BRAND MARKETING, BRITISH GAS

Bringing to life the British Gas brand to gain recognition of its expertise in the home. From Christmas Eve to Boxing Day, we mended more than 33,000 boilers and lit and heated more UK homes than anyone else, while generating one third less carbon emissions. I want people to feel warm about us, in more ways than one.

The moments where our service lets customers down are the ones that make the news, but increasingly we are becoming a service that customers praise and we must keep getting better. Deserving a blog called 'I love what British Gas has done for me' is a good aim to have.

My other resolutions, such as getting my book finished, may be more challenging.

WAYNE ARNOLD, UK MANAGING DIRECTOR, PROFERO

Anyone who knows me will be aware I have never been good at making, let alone keeping, new year resolutions. However, here are two that I will be bound to have broken by 2009.

First, I will not say yes to a new business opportunity with only 10 days till pitch, no matter how big the carrot - unless, of course, it is a very big carrot and I can persuade myself and the team to stay awake for 96 hours straight.

Second, I will not get over-excited and bore people at conferences about the next big thing in digital - unless I am the one who invents the next big thing, in which case you won't get me to shut up about it. …

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