Chief customer officer, Asda
Murray caused a stir at ±±¾©Èü³µpk10’s Media 360 event in May when he revealed his streamlined approach to working with agencies: they are asked to pitch a single idea in response to a brief and are given immediate feedback from the marketing team. Since appointing Abbott Mead Vickers BBDO to lead an agency "ecosystem" in 2018, Murray has boosted Asda’s in-house capabilities with customer data and customer experience teams, and improved the ROI of its marketing spend. Asda has also turned the corner after a period of sharp sales decline. Murray cites its CSR programme, which brings refrigeration and fresh meals to people in need in the UK, as a key achievement. This year, he will be focusing on better use of customer data and new technology to improve the shopping experience.