Harry McGregor, senior manager, digital marketing at Asahi Beverages, has told Mediaweek the continued influence of AI is what will change the game when it comes to the future of brand marketing.
McGregor took home the win for Marketing – Brands at Mediaweek‘s 2024 Next of the Best Awards.
Mediaweek caught up with McGregor to speak about the future of brand marketing, his biggest achievement working at Asahi and how he’s looking for innovative ways to connect with consumers and deliver commercial outcomes.
The awards have been judged by an all-star line-up, what does it mean to you to be recognised by this group?
It’s incredibly gratifying to be recognised by the diverse group of industry thought leaders. Marketing can be viewed subjectively, so to have peers who you hold in such high regard recognise what you do publicly is incredibly fulfilling.
What do you think the future looks like for brand marketing?
I think the obvious one is the continued influence of AI. Tech integrations and platforms that can help us make decisions and influence outcomes will continue to change the game. We’re already using AI to measure the ROI we deliver from our advertising through our partners Mutinex, who have built an incredible platform in GrowthOS.
Beyond this, AI is helping us deliver consumers’ seamless experiences with brands, tailoring journeys, messages, products for consumers to ensure that we’re delivering them the best possible interactions. The use of AI is a trend that I can only see growing and I believe that it should be embraced as an exciting development.
In three words, how would you describe working in marketing?
Captivating, Rewarding, Evolving
What has been your biggest achievement working at Asahi?
I’m really proud to be part of a team that learns from each other and constantly strives to deliver amazing work for our brands. We’re building something really special and it’s incredibly rewarding to be part of it.
Being Next of The Best – what can the industry expect next from you?
I love what I do. I’d like to think that I’ll be continuing to look for innovative ways to connect with consumers and deliver commercial outcomes. The exciting thing about our industry is that it is constantly evolving so you never know what the future holds, but I’d like to think that if I can continue to grow and develop in this space, I’ll have the opportunity to work with teams and individuals, providing thought-leadership around consumer connections.
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Top image: Harry McGregor & Elias Psarologos