Head of Foods Creative, Content and Comms, M&S
For me, idea and craft go hand in hand. A good idea is worth nothing if it's not brilliantly executed, so it's absolutely right that we don't judge one in isolation of the other.
Andy came from an academic background in Psychology to join Tesco’s renowned consumer insight function. Moving swiftly into the broader world of marketing, he’s worked across all aspects of the marketing mix, and is as happy in the world of brand creation as he is in trade driving; big data analytics as he is in loyalty marketing.
A passion for food has seen him work for both manufacturers and retailers, where he’s currently heading up M&S’s food division’s creative, content and comms team.
His approach to marketing remains rooted in consumer insight, and he’s more convinced than ever that for marketing to be effective, it must be grounded in a genuine understanding of people, of how they live their lives, and the role that brands can play. In the busy cut and thrust of retail trading and weekly advertising, great craft is as crucial as ever, and so it’s that combination of insight-led ideas, coupled with flawless execution, that makes great advertising work.