By Katie Deighton

Royal Mail‘s director of customer marketing believes marketers need to start thinking – and talking – more commercially in order to properly handle the risks of their business, which in turn can lead to greater rewards from the c-suite.

In a previous life Ben Rhodes may have put Bonnie Tyler in a Mastercard ad (one of the standout “really stupid” risks he’s taken throughout his career) but now he advocates a more nuanced, logical style of marketing. He also makes no bones about the purpose of his department and career, which is ultimately “the business of making money”.

“It might Read full story ›

Source: The Drum