TODAY’S COMMUNICATIONS DIRECTOR: THE BUSINESS PLAYMAKER?

Giles Fraser — 13th June 2014

INTRODUCTION

Nick Bell, Head of External Communications, EMEA and Asia Pacific, DLA Piper

“The communications function is at the very centre of marketing, perhaps for the first time. We are the gatekeepers of how to do business effectively in the digital age, and, as such, are incredibly well positioned.”

1. LIFE AT THE TOP

Jason Knauf, Director of Corporate Affairs, RBS

“Trust in our brand has been eroded over the past few years so our new CEO, Ross McEwan, has put building public, customer and stakeholder trust as the key organising thought of our business. Today what is right for the customer is right for the business.”

2. LIVING THE BRAND

3. ACCOUNTABLE AT EVERY STEP

Nick Jones, Head of Digital Communications and Corporate Responsibility, Visa Europe

Companies have to live with openness, so trust is critical and you have to earn that.”

4. ADDING A LITTLE EDGE

Nick Hindle, Senior Vice President Corporate Affairs, McDonalds Northern Europe

“ You can’t de-risk everything or you will lose an edge.”

5. INTERNAL COMMS CHANGES GEAR

Nicola Green, Director of Communications and Reputation, O2

“I spend more time on internal comms than external. You need to have internal comms experience to become a comms director these days.”

Ngaire Moyes, Director, Corporate Communications EMEA, LinkedIn

“If you treat staff like adults they will behave like them.”

6. JOINING IT ALL TOGETHER

7. DIGITAL FRONT AND CENTRE

Claire Divver, Group Communications Director, BAE Systems

“We’ve been fairly proactive in engaging with social media. Our challenge is to focus on channels and content that have the greatest impact with our key stakeholders. We need to ensure what we do delivers value and avoid chasing best practice for its own sake.”

Peter Cross, Communications Director, John Lewis

“I believe it is critical to build content with professionals. Put something “home-made” out there and the consumer will be quick to pick you up on it. In traditional media speak it’s like asking the Personnel Director to dress the shop windows. You wouldn’t. All the new channels are only as useful and credible as the quality of the content you find there.”

8. BUSINESS IMPACT

Sandrine Leroux-Groves, Senior Director, Communications and Events, EMEA of VMware

“There’s so much pressure to show ROI and how we help sales. We need to show we’re helping to contribute to the pipeline.”

Biography

Co-Founder of top UK comms agency Brands2Life and long-suffering Chelsea fan. These views are my own.

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