Ryanair CMO on why brands don’t need to be loved

Ryanair’s outspoken CMO Kenny Jacobs admits to being “a bit of a bad boy in the industry” but believes brands don’t need to be loved, they just need to stand out enough and retain a healthy dose of common sense.

Ryanair CMO Kenny Jacobs is a great believer in common sense marketing. “Do I believe less in brand marketing than I used to? Yes to a degree,” he reflects.

“Do I believe less in all the shiny new stuff of digital marketing than I used to? Yes I do. You just need to have a common sense approach and do the right things for your particular brand, but stay fast and stay agile.”

According to Jacobs marketing has changed forever, particularly as the worlds of traditional and digital have blurred to become simply marketing. As a result, the role of the CMO has evolved dramatically since new graduate Jacobs joined the sales and marketing team at Procter & Gamble in 1997.

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