Being authentic with Abigail Comber

A sneak peak at who's in the running to be Marketing Leader of The Year 2014 - we interview Abigail Comber, head of brand and marketing, British Airways.

What’s the smartest business idea you’ve had?
To run with the 'Don't Fly' campaign during the Olympics. We needed to cut through against big global brands who knew how to play the Olympic game very well because they had done it before. It was brave and fun which also made it incredible to work on alongside the other brave moves such as bringing in the flame on an aircraft and flying that same plane down the Mall to say thank you. Beyond all our campaign targets, it also boost our entire UK colleague base with a huge sense of pride in the role we played.

What’s the best advice you’ve ever been given?
Listen to hear, don't listen to respond.

What does bold marketing leadership look like?
Being authentic and bringing your whole self to the party, so you can be trusted and believed. Don't have a 'work you' and a 'home you', you will always best at your best when you are true to who you really are. Be someone who is always be willing to learn and don't limit that to being from people more senior than you.

What is the biggest challenge facing the marketing industry over the next year?
Using data properly to add value and impact to relationships with customers. Being sure you are not developing the next version of SPAM

What one thing would improve your life?
The view from my lounge window. I wish it was the sea, but I have prioritised the shorter commute!

How do you achieve a work-life balance?
By loving them both and seeing them as one. Life is short so I fill it with things I love.

What would you say to your 17-year-old self?
Build your network and put some effort into making sure it's the right kind of network for what you want to achieve in life. The peer support and coaching I get from my network is something I value a lot and probably could have done with earlier in my career when I thought I had to figure it all out for myself.

Who or what has inspired you most profoundly in your career?
The leadership style of Katherine Whitton (now Barclaycard) - a person that gave her team confidence to grow and be bold whilst always knowing her feedback would be fair and with positive intent. We also laughed A LOT whilst getting the job done.

What's the hardest thing you've ever done and what did you learn from it?
Work for someone I didn't respect. I learned to be a better leader myself and also learned that sometimes to reach your goal, the road can be a little rocky, but your dream is only ever achievable if you put everything into it, otherwise it's just a job.

If you hadn't been in business what would you have been?
A presenter on Country File or Spring Watch. I love nature and the outdoors. I have a great view from my office of the parkland that surrounds our building, so that is where I get my daily dose of bunnies hopping by from.

If BA was a character in a play or musical, what would it be, and why?
Phileas Fogg of course (but with a far better understanding of the international date line!).

Tell us a secret.
Sorry - how many members do you have? I don't think so.

Oh OK - hot goose fat is the only thing that will make Yorkshire puddings rise, but surely everyone knew that!

Marketing Leader of Year 2014: voting now closed
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