As we mark the 40th anniversary of The Marketing Society Global Awards, four decades of setting the benchmark for marketing excellence, we asked our esteemed judges for their thoughts on the outlook for marketers this year.
In part 2 of our judges Q&A we pick their brains on the opportunities and challenges that lie ahead, who they admire most and why they are so proud to be part of our industry.
What are your hopes for the future in marketing?
Ellie Norman, Chief Marketing Officer, Formula E
As practitioners of marketing, I hope we continue to build the profile and role that marketing plays, and ensure we have a voice and seat in the boardroom.
Michael Inpong, CMO, Valeo Foods UK
To leverage the power of AI positively and transparently.
Tamara Rogers, Global Chief Marketing Officer, Haleon (Consumer Healthcare)
My hope for marketing is that we put the function back on the map as the enablers of sustainable growth outcomes.
Katharine Joy Newby Grant, VP Marketing, Estee Lauder Companies
It continues to employ brilliant people, creating jobs for many and nurturing the future leaders. It continues to ensure companies remain focused on doing the right thing for consumers and for the wider planet & society.
Margaret Jobling, CMO, NatWest Group
We continue to stay relevant as a function, driving creativity and innovation but never ever losing the focus on delivering demonstrable commercial impact.
What do you think is the biggest opportunity for marketers in 2025?
Ellie
Marketing is changing at the speed of light, and yet nothing in marketing in changing! The principles of good marketing remain - clear diagnosis, strategy and using the right blend of tactics. The opportunity is to effectively blend this wisdom with understanding and utilising all the data we have access to with new technology.
Michael
To be agents of positive change and togetherness.
Tamara
To put the audience first, always.
Katharine
Leveraging technology and creativity to deliver even better consumer experiences and marketing.
Margaret
It has to be figuring out how to embed technology (AI/Gen AI /Machine learning) into our day to day working practises to make us more agile, more relevant, more value creating and ideally more creative.
What do you think is the biggest challenge for marketers in 2025?
Ellie
Same as the biggest opportunity! Specifically, though in a such a complex and fragmented market, one of the biggest challenges is effectively measuring and proving marketing's value and ROI.
Michael
A polarised world.
Tamara
Continued fragmentation, building trust in a landscape that doesn’t always value truth and fact.
Katharine
Cutting through all the noise and bull shit.
Margaret
Working out how to build a new plane whilst flying i.e. creating new way operating, new capability, adopt new tooling whilst retaining a focus on business performance.
What makes you proud to work in the marketing industry?
Ellie
I'm immensely proud to work in marketing as at our best we're phenomenal storytellers, can be creative forces of nature, problem solvers, strategists, people connectors and communicators, life long learners, innovators, and driven to make real impact.
Michael
The people I get to meet and learn from.
Tamara
To work in an industry and a function that can truly drive change.
Katharine
The incredible alchemy of creativity and science.
Margaret
We get to create brilliant work with a fantastically diverse group of people that literally can change lives, break stereotypes, grow businesses, change customer behaviour. Plus my kids occasionally say “mum I saw your new campaign on my feed and it's pretty cool”.
How does marketing impact on business success?
Ellie
Marketing is a strategic function that drives revenue, builds brands and fosters lasting relationships with people.
Michael
By serving passionately, humbly and relentlessly the consumers who in return will reward us with their attention, sales and loyalty.
Tamara
Marketing unlocks growth, of your current business and shapes your business for tomorrow.
Katharine
It fuels long-term profitable growth.
Margaret
Marketing impacts a business at so many levels - it helps attract and retain customers by giving them reasons to come and reasons to stay; it builds brand reputation, internal pride in the badge; attracts talent and gives the business swagger.
What's your golden rule?
Ellie
Ask why, and know your audience.
Michael Inpong
Decide/Commit/Win/Repeat
Tamara
Simple gets done.
Katharine
Get enough sleep/be tough on the business be kind on the people.
Margaret
Never ever lose sight of the fact that the person who buys your beer on a Friday night is the tune you dance to, and that is your customer. You need to understand their wants, needs, and how to emotionally and functionally connect with them better than they know themselves.
Who has been your biggest influence?
Tamara
Great planners - Jim Carroll of BBH always comes to mind! And great leaders inside businesses I’ve worked in that operate with integrity and irreverence.
Katharine
My parents-husband-kids /Byron Sharp and the whole Ehrenberg Bass Institute
Margaret
My first marketing director at Unilever and the brains behind campaign for real beauty.
What is your most hated business expression?
Ellie
That's how it's always been done.
Tamara
"Reach out". Tamara reached out to me.....
Katharine
Full funnel marketing.
Margaret
Let’s take it off-line aka let’s avoid having that difficult conversation right now.
Which leader do you admire and why?
Ellie
Nelson Mandela. He was an extraordinary person and maintained an unwavering fight against injustice, despite enduring imprisonment and hardship for his beliefs. Even with 27 years of imprisonment, he emerged not with bitterness but a message of forgiveness and reconciliation, setting an example of extraordinary compassion and leadership. He led with grace and wisdom, remained grounded and humble, and embodied qualities I admire and value - courage, compassions, forgiveness.
Katharine
Bear Grylls - because of his never give up attitude.
Margaret
Satya Nadella - the turnaround he led at Microsoft is phenomenal
What keeps you up at night as a marketing leader?
Ellie
Staying ahead of the curve and not becoming irrelevant.
Katharine
Complexity of the marketing job nowadays and how best to structure for that.
Margaret
Nothing to keeps me awake to be honest. Things I’m worrying about are all around AI implementation and capability building.
Tell us something that's not on your CV?
Ellie
My love of travel - it's the only thing I spend money on that makes me richer.
Michael
I am back being a student as I am currently doing an executive PhD.
Tamara
I love the mental and psychological side of leadership - how precious belief is and how quickly it can melt.
Katharine
I am a passionate adventurer and always find time to surf, ski, trail run and do the occasional crazy challenge when I can.
Margaret
The many things that flopped like a campaign I developed that never saw the light of day.
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