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and dedicated resources to help us be fit for the future. Third, we needed to create synergy between group comms, the business’s respective geographies and functions, and the product groups. Were there any new roles you incorporated into your team that you consider particularly valuable for a comms function today? We created a planning, performance and process role for the first time. Acting as ‘air traffic control’, the role enables us to continually review performance and drive improvement in the team. It has made a big difference by allowing us to better plan, control messages and organise campaigns.
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