Proximus’ Ariane Marchant said telcos need to dare to embrace consumer emotions as she was crowned CMO of the Year 2015.
The exec, who was interviewed at the annual awards dinner, said telco brands need to show more emotion and move away from the technical side as they are selling a product that customers cannot touch or feel.
Marchant, who was chosen as the winner by an independent panel of judges, also warned marketing departments they need to share ownership of the brand.
“The brand doesn’t belong to marketing, it belongs to consumers,” she said.
You can watch the full interview with European Communications Editor Marc Smith below.
The awards dinner, held in London last week, was attended by a wide-range of marketing executives from across the industry. You can watch highlight from the evening below.
Telekom Romania’s Mathias Hanel was shortlisted for the CMO of the Year award.
He discussed the work he has carried out regarding bringing the Cosmote and RomTelecom brands under the DT banner, introducing a customer experience governance charter and the importance of offering converged products.
You can watch the full interview below.