Wendy Duggan, director of marketing at Primark, exemplifies leadership in the fast-fashion industry through significant global achievements. Highlighted as a judge for The Drum Awards EMEA, she has extensive experience in launching market initiatives and implementing influencer strategies. Duggan identifies major challenges in her role, particularly around attributing marketing effectiveness to return on investment and managing consistent branding while allowing for local market adaptations. Her insights reveal the complexity of modern marketing leadership, emphasizing the need for robust governance and communication strategies in a rapidly evolving landscape.
Attribution and ROI measurement are critical to justify marketing spend and communicate its impact on the bottom line, amidst the complexities of diverse customer journeys.
The challenge of sustaining a consistent brand in global markets hinges on balancing global governance with local adaptability to meet specific market needs.
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