Peter Rowe

Peter is responsible for sourcing Media, Sponsorship, Creative, Social, Production, Multi-Channel Content Strategy and integrating technology into marketing at RBS. He is looking to improve the efficiency and effectiveness of marketing budgets and the supply chain. His main challenge is to find solutions to produce content which can be re-purposed and re-used across brands and channels, rather than creating assets for a single purpose. He feels that demand for content is increasing rapidly and the current end-to-end process is no longer fit for purpose. Using Lean methodologies, Peter is working with others to map the most efficient process. Peter is sourcing technology to improve the functionality available to marketers and agencies. The goal is to be able to communicate with customers in a personalised way and serve relevant content through the right channel. Finally, he is tying that back to budgets to measure how much more can be achieved with a given budget. Peter is a member of the conference Advisory Board and will be contributing to a Panel Discussion on ‘Which Technologies Should You Invest In To Optimise Your Spend And Achieve Full Transparency?’ on the 16th of June.