Pernod Ricard CMO: Every brand could have their ‘Wikileaks moment’

Martin Riley global CMO of Pernod Ricard has spoken openly about the challenges facing marketers around the globe as the Global Marketers Conference in Sydney this morning.

Riley, who is  president of the World Federation of Marketers, told the audience consisting of the chief marketers of some of the world’s biggest brands the digital revolution had redefined accountability and firmly put power into the hands of consumers.

“The truth is in an age where everything is on show, every brand can have its own Tahir Square or Wikileaks moment,” Riley warned the room.

“In today’s world the concept of local doesn’t really exist anymore. Rather a brand operating across the globe has to be seen to be playing by the same rules and the same standards everywhere.”