'It’s all about the customer' David Wheldon, CMO at The Royal Bank of Scotland

For David Wheldon, marketing is simple: it’s all about the customer – and his aim was to bring the voice of the customer into the RBS boardroom. Yes, the marketing world has transformed, he acknowledges – but “a lot of twaddle is written about change. Marketing comes down to three simple questions. Who are you trying to target? What are you trying to say? Why is it better than your competitors?” A Marketing Society archive session, taken from our London conference.