BT’s CMO says brands have ‘forgotten how to connect’ with customers

BT’s chief brand marketing officer Zaid Al-Qassab believes marketing is having an “existential crisis” and the industry will end up “poorer” if it does not respond.
Speaking to Marketing Week at ISBA’s annual conference in London yesterday (8 March), he said the challenge is the “struggle as a profession to move from the traditional world to the digital world”, which is creating a huge gap between the skillsets of marketers that sit in t