Six questions. Six bite-sized answers. In this week’s interview, University of Nottingham’s Chief Communications & Marketing Officer outlines why great marketers can succeed anywhere by applying universal marketing principles and how repetition can outperform the constant chase for something new.

Pete Markey: “having a clear sense of your brand purpose is a universal truth”

What myth would you like to bust about marketing?

The greatest myth is that you need sector specific experience to succeed in specific marketing and comms roles. My view is that great marketers can thrive regardless of whether they have sector specific experience or not. When I arrived at Boots I had no retail experience and the same when I joined TSB with no banking experience – I learnt at pace the industry I was in and applied marketing best practice to deliver strong performance and results. For me the marketing playbook is universal and the right leaders can take it and apply it well regardless of industry. This would make brands more effective bringing in fresh thinking and give marketers a much broader and more fulfilling career journey. 

Other than your own - which brand do you most admire and why?

I’m a big fan of Greggs. It’s a simple but effective customer proposition delivered through a really smart app and loyalty experience. They totally understand the role they play in people’s lives to be fast service on the go at affordable prices. The brand also has a lovely, playful tone about it and their fashion and wider collaborations across their social media channels further underpin this. My favourite example being the Greggs sausage roll immortalized at Madame Tussauds – they make a little go a long way in terms of marketing reach and impact and in this they very much set the gold standard. 

In order to lead a great team, what one thing should any aspiring leader not ignore?

Don’t ignore the opportunity of the quick wins. Often as leaders we chase the big change and signature moments like refreshing brand identity and purpose when there are immediate quick wins on the table. Its through these quick wins that you can quickly ensure the business gains greater confidence in the marketing team. When I came into Boots I implemented a series of quick wins that immediately gained the confidence of the business to give us further marketing budget to scale and grow the business – consequently by the time I left the business the budget was 35% higher than when I came in all building on early quick wins.

Creative from the change what's next campaign

Where does your best thinking happen - and why?

I’ve been learning improvised comedy for the past 8 years and its really helped to open up my creative thinking. In improv comedy its all made up, created on the spot working with at least one other person to create something fun and engaging in the moment. Having to be spontaneous and creative in the moment really helps open up your mind to new thinking and new ideas. I’ve taken techniques I’ve learnt such as “yes and” (where you build on another person’s ideas) into a work environment. Myself and my lead team at Boots all had improv training from the brilliant team at Mischief (creators of “The Play That Goes Wrong”) which made a huge difference in our day to day work as we shaped new breakthrough thinking for the brand.

In marketing, what have you changed your mind about?

I changed my mind a couple of years ago about the need to always have new creative. At Boots each period we entered we produced a new creative in the belief that this was what we needed to drive success. Two years ago we chose to test this by rerunning the summer ad from the previous year and it was a huge success – the creative was not worn out and was just as effective the second time round. Boots chose to rerun it again this year it works so well. The best work stands the test of time and new isn’t always the answer.

Which marketing rule still holds, no matter what?

I think having a clear sense of your brand purpose is a universal truth. It anchors all your marketing activities and approach and provides laser sharp focus on which customers you serve and how you stand out and become more relevant than your competitors. Without it brands tend to drift and lose focus and become less necessary in customers’ lives. Our purpose at the University of Nottingham is “Change What’s Next” – a central idea that we exist to inspire a generation of future leaders to drive change big and small and having recently launched this it is now going to be a central pillar in our new strategy and where we take the university next.

Pete Markey is an award-winning marketing leader who has driven growth for major UK brands including Boots, TSB, Aviva and the Post Office. Since leaving Boots, he has been leading an exciting new brand launch for 2026 featuring Ben Shephard and Joel Dommett. He has now taken on the role of Chief Communications and Marketing Officer at the University of Nottingham, a QS World Top 100 and Russell Group institution with campuses in the UK, China and Malaysia. Pete has won five Marketer of the Year awards and three diversity ally awards. He is a Fellow of the Marketing Society, the Marketing Academy and the Chartered Institute of Marketing, and holds an Honorary Doctorate in Business recognising his contribution to business and DE&I. He also mentors emerging talent through The Marketing Academy, The Marketing Society and the School of Marketing, supporting the next generation of industry leaders.

Tim Healey listens, learns, and synthesises real-world best practices from hundreds of marketing professionals and presents them in these weekly interviews for MAD//Fest. Tim’s Little Grey Cells Club is a trusted, no-sales, peer-driven network where senior-level marketing directors unite to confront challenges, and drive leadership forward.