EY on why it’s ‘impossible’ to change consumers’ hearts and minds without strong insights
In the first of a new series, Customer-First Thinking, we explore how a massive B2B business manages to remain insight-driven and not fall into silos.
EY is one of the largest professional services companies in the world. It is a true powerhouse of the B2B world and it got there by understanding its clients and what their needs are. The relationship between the marketing and insights functions, then, is key in serving those customer needs effectively and accurately.
Two of the people in charge of navigating that relationship are Piers Newson-Smith, director of brand strategy and planning for EY UK, and Mark James, who is the brand research and insights leader at a global level.
