Volvo looks to ‘challenge established thinking’ by hiring from outside the auto industry

Volvo’s marketing strategy director, Mike Johnstone, has spent 18 years in the automobile industry, working across motorcycles and cars, but despite having a well-rounded and fulfilling career he warns there can be drawbacks to staying in the same sector.
His main criticism is that marketers can become beholden to the status quo, but he says being guided by insight ensures you always remain close to the consumer.
“When you work in big shiny cars it’s very easy to get product f