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DCS 2017

Daryl Fielding

Daryl Fielding

Former Brand Director

Biography

Daryl Fielding is best known for leading transformational global brand strategies and
marketing campaigns for names such as Dove, Ford, and Cadbury. Dove’s Campaign for Real
Beauty is arguably one of the most famous global campaigns ever. It helped to write the
rulebook on purpose branding, was featured twice on the Oprah Winfrey Show, and continues
to run over a decade later.

Beyond the marketing, Daryl considers the integral relationship between culture, brand, and
leadership. As Director of Brand Marketing at Vodafone she brought her experience of brands
that inspire personal connections to the tech world. She shifted the mobile giant’s strategy
towards people rather than phones and infrastructure. This concept of ingraining what a
business does for people, rather than focusing on the products or services it provides, is at the
heart of a successful company.

Daryl examines the need for businesses to understand their customers and behave accordingly.
Only by empowering a workforce to make decisions can a company keep up in the digital age.
Whether it’s offering exceptional customer service or dealing with crises, everyone needs to
understand what the organisation stands for and to reflect that in all of their interactions. That
requires leadership that is accessible and visionary, and willing to change.

Before joining Vodafone Daryl served as VP Marketing for Kraft (later Mondelez) Europe,
with responsibility for leading global strategies for brands worth over $9 billion, including
Cadbury’s Dairy Milk, Milka, Halls, and Trident. She oversaw the controversial takeover of
Cadbury’s and offers a view of how company cultures come together and how to deal with
resistance to change.

Prior to Kraft, Daryl was Commercial Director of The Independent and The Independent on
Sunday. During her advertising career, which included top agencies such as Ogilvy, DDB and
Lowe, one highlight was leading all the advertising communications for the Labour Party
during the 1997 General Election.

In presentations Daryl looks at what modern business leadership means, and the six keys to
achieving it. She considers how a company can bring a brand to life and tell their story
differently and coherently. She is also involved in a scheme to encourage apprenticeships in
the media and speaks passionately about training and the need for diversity in the industry.

Client Comments
“She is amazing. She immediately understood what we needed.” – The Garrison Group


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