The marketing moments of 2018: Marketers share their views

Katie McAllister, chief marketing officer, TUI UK and Ireland:
“Last year we transitioned from Thomson to TUI. Throughout the rebrand we were conscious of the need to build on the Thomson legacy, while presenting the fresh face of TUI. That’s probably why the campaigns that have had most impact for me this year are from established organisations seeking to modernise what they stand for.
“Lloyds Bank’s ‘The Running of the Horses’ was a powerful way to build on