Keith Moor

Chief marketing officer

Santander

The fact that Moor was promoted last year to the new post of chief marketing officer speaks volumes about how highly regarded he is at Santander. This year, he took a new tack, with its biggest campaign to date, advocating the brand principles ‘simple, personal, fair’. The ads continue to rely on high-profile sports stars Jessica Ennis-Hill, Jenson Button and Rory McIlroy, whom Moor personally recruited, but they are no longer the protagonists. Moor is a keen advocate of the use of technology, and in particular the ‘internet of things’, to help customers.

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