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Meet the judges of The Drum Awards. We have fun the most productive in brand-building and artistic technique, and our Judge of the Day sequence provides you with a better take a look at the professionals at the back of our prestigious panels. Get to grasp the trade leaders who acknowledge excellence in advertising and marketing.
Today we spotlight Wendy Duggan, director of promoting at Primark and a pass judgement on for The Drum Awards EMEA. Since becoming a member of the fast-fashion store a decade in the past, Wendy has climbed in the course of the ranks—launching Primark into the U.S. marketplace, constructing international press showrooms, embedding influencer methods and introducing high-profile superstar collaborations.
In her present function, she leads a staff of greater than 100 throughout advertising and marketing operations, communications, inventive and visible vending. Her deep working out of brand-building, mixed with a hands-on, international standpoint, makes her certainly one of retail’s maximum dynamic advertising and marketing leaders.
As a CMO, what’s an important problem you face these days?
So many demanding situations but rather a lot to be eager about additionally on this ever converting trade. For me, I might pinpoint attribution and ROI size. Justifying advertising and marketing spend thru a transparent go back on funding technique can be important along teaching C Suite leaders at the modelling. Models that successfully observe buyer trips throughout a couple of platforms (now not only for virtual) may also be laborious to put into effect and in flip make it difficult to turn out the dear contribution advertising and marketing makes to the base line.
What is the most important problem of keeping up a constant model throughout a couple of markets?
The age previous conundrum of a world as opposed to native view. Today for me, its decentralized groups and choice making. Maintaining consistency whilst permitting sufficient flexibility to evolve in the community wishes a obviously outlined model governance type along transparent conversation and gear to make sure that the core of what the emblem stands for is upheld globally.
What excites and/or considerations you about how the function of the CMO is evolving?
What excites me maximum is the mixing of name and advertising and marketing into trade technique. The CMO function is changing into a miles larger and extra central determine in atmosphere general trade technique and now not simply advertising and marketing.
In your small business sector, what do you’re feeling is the important thing to making a model that stands proud?
In style, differentiation is essential. It’s an excessively aggressive panorama and making sure innovation and buyer centric considering is on the center of all choices is important.
What rising traits or applied sciences do you imagine can have probably the most vital affect on advertising and marketing within the subsequent 5 years?
So many that may be discussed right here however the highlights for me and maximum pertinent in my house are:
- The evolution of omnichannel advertising and marketing making sure extra seamless integration of instore, cellular and desktop revel in are essential for constructing cohesive buyer trips
- The enlargement in area of interest communities inside of influencer advertising and marketing and attractive on a deeper degree with extra engaged communities moderately than massive scale followings
- Personalization on a miles larger degree. With advances in system finding out and information analytics permitting markets to ship extra personalised stories equivalent to adapted bespoke content material or custom designed product recommends, the expansion at velocity on this house makes it an excessively thrilling space to play into over the following couple of years.
Be a part of what’s subsequent at The Drum Awards
The Drum Awards have fun the boldest concepts, smartest methods and most efficient campaigns from around the world. Enter your paintings for an opportunity to have it reviewed by means of trade leaders like Wendy Duggan and earn popularity that strikes the trade ahead. Submissions shut August 6, 2025.
