Episode · Future Proof
Destination Effectiveness: How Virgin Atlantic Set a Clear Course for Growth
20 May 2026 · 33 min
Episode notes
In this episode of Future Proof, Lynne Deason sits down with Annabelle Cordelli to unpack the transformation of Virgin Atlantic - from defining a clear global brand platform, to navigating the existential shock of the pandemic, and emerging with bold, culture-shaping work. This is a story about the power of clarity, conviction and partnership. Together, they explore how a brand reconnects with people in moments that matter, and why effectiveness frameworks, customer intelligence and creative bravery have been critical to driving growth. Along the way, Annabelle shares the thinking behind I…
Podcast
Future Proof
Kantar & Saïd Business School, Oxford University · Business · English
Future Proof is the marketing podcast from Said Business School, Oxford University, and Kantar, the world’s leading marketing data and analytics company. In each episode, we’ll have a frank discussion with an expert, to help brands and business leaders navigate the changing landscape of marketing… a
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