Brands told to ‘hold their nerve’ on social media

Brands have to show courage and a willingness to take risks if they are to be successful on social media, a senior marketing executive at British Airways has said.
Amanda Phillips, the airline’s head of omnichannel content and marketing operations, urged marketers not to cling too rigidly to brand guidelines when sending out communications on social channels.
Speaking at an event hosted by Kantar for Effectiveness Week yesterday (3 November), she suggested that this might require marketer