Join Jayne Andrews, marketing director at Fentimans, as she shares lessons and insights into the life of a modern marketer, drawing from her experience working around the globe for major international corporations to one of the north’s most cherished brands with a remarkable heritage. We'll learn about:

• Fentiman's remarkable 120-year history and creative milestone activations

• Examining the role of commercial media in the marketing mix, from oversized global budgets to small

• How SMBs can make the most of media's improving capabilities (plus the support marketers would like to see implemented)

• Lessons from tackling boardroom conversations in organisations and with CFOs who have different tolerances to marketing

• Navigating the breakdown of traditional marketing funnels and making media work harder