‘You can train skills, you can’t change people’: Specsavers’ CMO on capability and upskilling
Upskilling and collaboration will futureproof Specsavers’ marketing, but the retailer doesn’t want to take itself too seriously, says CMO Peter Wright.
By Molly Innes
Upskilling teams and developing skills are crucial for futureproofing marketing, but it’s easier said than done.
Many brands face challenges in maximising their talent, from limited development budgets and the rise of AI to marketers’ frustrations with being asked to do more, even if packaged up as an opportunity.
Some brands are getting it right, however.
In the final article reporting on Marketing Week’s time at Specsavers’ annual internal marketing festival, we speak to CMO Peter Wright and Nicola Wardell, managing director of in-house agency Specsavers Creative, about skills audits, marketing models and “culture add” talent.
