Pernod Ricard on why ‘the days of the pure marketer are long gone’

The days of theoretical marketing are “long gone”, according to Patrick Venning, global marketing director at Pernod Ricard, who instead thinks marketers should always be looking through a commercial lens.
“The days of the purest marketer are long gone. You now need a pragmatic commercial marketing lens on everything,” he says.
This insight is something he gained going from UK marketing director for Pernod Ricard to global marketing director for Ballantine’s at