Digital Perspectives

The structure of marketing organisations is changing. Today creativity can no longer stand alone, it must be fuelled by insight and data analysis. Focus needs to be on personalised, precision marketing and customer experience. Sohel Aziz, Accenture Interactive managing director, discusses how to realign our current organisational structure to put customers at the centre of a more fluid operating model.

Also featured in the Leadership Agenda:

• Claudia Ribeiro [Accenture Interactive Managing Director] considers how culture trumps strategy and discusses how we can foster a new digital culture that gathers colleagues around an ethos of creative innovation.


• Mark Sherwin, [Accenture Interactive Managing Director] discusses how to evolve business models to respond to customers increasingly liquid expectations.