Having spent around half of his three decades at the tech giant in marketing, Capossela believes his breadth of experience – including a role as speech assistant to Bill Gates – has helped him succeed.
By Molly Innes
“I’m a better marketer because I’ve spent time in sales and because I’ve spent time building products,” explains Microsoft CMO Chris Capossela.
The tech giant’s UK CMO Paul Bolt believes future success will be gained by staying “humble” and remaining optimistic about the challenges of a post-pandemic world.
The tech giant’s corporate vice-president of brand, advertising and research, shares her views on what most derails marketers today and what it takes to be a good leader.
For the first time Microsoft is using Christmas to focus on product benefits rather than launches, as it says its products are now “cool enough”’ to take on the likes of Apple.
The travel business is aiming for more direct bookings over those generated through paid marketing investment, something that it claims will benefit its P&L.
The juice category has become “commoditised” in recent years, with its leading brands underinvesting in it. Tropicana is aiming to push back against this by dialling up its brand assets, investing in innovation and reconnecting with key occasions.
Dragons’ Den star Deborah Meaden is confirmed for the 11th Festival of Marketing. She will join CMOs and other speakers from the world of marketing and beyond on 3 October.
According to WARC Media, social media is the largest media channel worldwide by advertising investment, with Meta alone representing a 63% share of global social spend.