Vodafone marketing head: Shiny new things don’t hit targets

In the face of growing pressure to deliver financial results, marketers should shy away from “shiny new things” and focus on adding long-term value to the business, Vodafone says.
Speaking at Newsworks’ Shift 2017 conference this morning (1 March), Vodafone Global Enterprise’s head of marketing Katrina Lowes said she faces a challenge building a long-term brand when her “measurement window is only 12 weeks”.
The business has to report its results to the city