Focusing on culture, customers and brand has helped KFC rise to the marketing challenges of the last 18 months, according to incoming CMO Jack Hinchliffe.

Shot as part of MAD//Fest and AdsWizz’s ‘MAD//Fest Moments’ speaker video interview series, Hinchliffe saidthat although COVID-19 had presented some new business issues, many challenges had remained the same.

“The challenges over the last 16-18 months are different, but there are a lot of similarities as well. Some of the channels we have used to connect have been different, but a lot of them have remained the same. It all goes back to being relevant to culture, knowing your consumer and knowing your brand,” said Hinchliffe, who will shortly replace departing KFC UK & Ireland CMO Meghan Farren.

In the video, Hinchliffe also shares why he’s excited about “turning impressions into intelligence” and the opportunity to use technology to test, learn and optimise in the real world.

Recorded live at MAD//Fest London 2021 - the first major in-person industry event to take place since the pandemic - MAD//Fest Moments provides a snapshot on the marketing priorities of leaders at brands including Diageo, Gymshark, Klarna, Boots and Diageo.

Produced in partnership with programmatic audio specialists AdsWizz and shot by Shootsta, the interview series will focus on how top brands have adapted to the pandemic, new innovation and growth opportunities.