10x10 interview: Fiona Spooner, Global Marketing Director, Financial Times

By MAD//Fest Editors 24 Oct 2019

Who inspires you?

Working parents who are managing to hold it all down.

What’s your proudest career moment?

When we hit our one million subscribers (ahead of target). 

Have brands lost touch with people? Why?

Some. Those who have focused more on clicks than customers.

What’s your all time favourite ad campaign? Why?

KFC ads. They balance the long term and tactical brilliantly. 

What’s your biggest challenge right now?

Speed and agility to keep up with consumers and competitors. 

What’s your top trend for 2020. Why?

Climate change. We will see more sustainable and ethical brands. 

AI and marketing: threat or opportunity?

 Always an opportunity (as long as we use it effectively).

How do you like to spend your spare time?

 With my family – walking through the forest, pub lunch, perfect. 

What’s your favourite London restaurant?

 JSheekey’s Atlantic bar – great vibe, wine & seafood for any occasion.

What are you talking about at MAD//Fest?

The FT’s journey to 1 million subscribers, daring to be different. 

Fiona is speaking at 1550 on 14 Nov on the Headline Stage. Click here for the agenda.