Chief marketing officer, Confused.com
Since joining Confused.com in January 2018, Day has sought to throw off the "brash, erratic" language of the price comparison market, instead adopting a sober, more helpful tone. This approach was embodied in last August’s rebrand campaign that ditched James Corden and introduced the slogan: "Don’t be confused. Be Confused.com." The change in strategy has paid off: doubling spontaneous brand awareness and helping drive double-digit revenue and profit growth. Day has also overhauled the advertiser’s media strategy and broken down silos within the marketing department.
Describe yourself in three words
Bold. Results-driven. Pacesetter.
Which marketer working in the UK do you most admire?
Mark Evans at Direct Line, for all of his work around campaign effectiveness. He has an eye for the importance of brand but he’s also able to translate this into impact on a performance level. He also does a lot of sideline work to move the industry on brand safety, which I respect.
Favourite ad campaign in 2018
Apart from our own ad, KFC and Mother’s "FCK" reaction to running out of chicken, which they turned into a new and irreverent customer voice.