PROCTER & GAMBLE
22 of investing in new programmes ” he confirms . “ Mindset can be the biggest cue . Even at a large company with many years ’ experience and proven practices in place , sometimes you have to unlearn to relearn .”
Tyan notes the importance of departments partnering on projects and not simply working blinkered in silos . “ Instead of starting with the technology or data solution , we address the business challenge with IT at the outset , to define what ’ s needed . Then you can have a conversation about what ’ s actually possible . This is where technology and data can be massive amplifiers and why I feel modern marketers have the responsibility to really own that conversation and become more tech savvy .”
The necessity of identifying methods that enhance the ability to meet the needs of the market is even more pressing for a brand with an extremely narrow audience . “ Baby care is a unique category for many reasons ,” explains Tyan . “ Every three years your entire base renews so you need the
AUGUST 2019