Chief marketing officer, RBS
The fallout following RBS’s £20bn bailout by the government is very much a fading memory, and Wheldon has been instrumental in restoring the banking group’s reputation and return to profit. It is a turnaround that resulted in a BBC documentary in November. A vehement believer in the power of marketing as a force for change, Wheldon warns that the industry has perhaps become over-enamoured of the "shiny and new". Instead he urges brands go "back to basics" and focus on customers and creativity. NatWest’s "A woman’s worth" partnership with Stylist, criticised for being sexist, was an uncharacteristic low.