Marketors’ Annual City Lecture - Marketing in the 21st Century

Guest Speakers: Guy Daniels, Head of Corporate Marketing Europe, Cognizant

In this year’s City Lecture, continuing with my theme of The 2020 CMO, I have asked Guy Daniels to explain how he, as a practicing CMO, is responding to the changes in the profession of marketing caused by the new technology.

Marketing is about enabling organisations to orientate towards their customers and the markets where they engage with them. At its best, Marketing counterbalances divisions inside organisations which are typically driven by internal agendas, from design through production to sales. Technology has always been fundamental to this orientation both as a mediator to customers and markets and, in recent years, even becoming the marketplace itself.

However, the current wave of digital technologies, including Artificial Intelligence, the Internet of Things and Big Data, will drive an existential change in Marketing: facilitating a paradigm shift in insight and intelligence about customers (and in turn enabling customers better to understand their suppliers).

In Guy’s opinion, Marketers in the 21st Century will either engage with and drive this change or become obsolete.

Guy Daniels - Head of Corporate Marketing Europe, Cognizant

Guy is a senior Marketing executive specialising in high technology. He has held roles at Sony Consumer Electronics, IBM and as VP of Brand & Marketing Communications for Fujitsu, responsible for all aspects of Fujitsu's brand and marketing communications outside Japan, online and offline.

He is currently Head of Corporate Marketing Europe for Cognizant, the Fortune 500 global IT services company, now named in Fortune's Future 50 list.