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Britvic’s CMO on the value of doing fewer things better
Britvic CMO Cindy Tervoort believes in using creativity to drive business impact, but is wary of how “fragmenting” budget can stop brands standing out.
Being a large business with many brands involves keeping lots of plates spinning at the same time. However, attempting to do too many things at once can lead to dilution of your resources and undermine your strategy.
CMO Cindy Tervoort explains she has a firm belief in the importance of creativity across the business, but also recognises that being a leader involves making choices in terms of what to prioritise.
