Gigabit Magazine – August 2019

of investing in new programmes”

he confirms. “Mindset can be the

biggest cue. Even at a large company

with many years’ experience and

proven practices in place, sometimes

you have to unlearn to relearn.”

Tyan notes the importance of

departments partnering on projects

and not simply working blinkered

in silos. “Instead of starting with the

technology or data solution, we address

the business challenge with IT at the

outset, to define what’s needed. Then

you can have a conversation about

what’s actually possible. This is where

technology and data can be massive

amplifiers and why I feel modern

marketers have the responsibility

to really own that conversation and

become more tech savvy.”

The necessity of identifying methods

that enhance the ability to meet the

needs of the market is even more

pressing for a brand with an extremely

narrow audience. “Baby care is a

unique category for many reasons,”

explains Tyan. “Every three years your

entire base renews so you need the

22

AUGUST 2019

PROCTER & GAMBLE