David Wheldon, managing director, reputation and citizenship, Barclays Group

Wheldon is one of the most seasoned practitioners in the business (via Vodafone, Coca-Cola and strategic consultancies), and has one of the toughest challenges – making consumers love and trust Barclays. With a mandate from chief executive Anthony Jenkins to enshrine the bank’s purpose and values, Wheldon has overseen a shift to more emotive advertising and a more ethical marketing stance.

There’s much to do, but don’t expect him to be fazed: his wry take on life means he’s sure to stay cool.




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