Rebranding British Airways: A Journey Through Heritage and Customer Experience

In this week's episode The CMO Podcast, Jim sits down with Calum Laming, the Chief Customer Officer of British Airways. He and his team are responsible for a creative replatforming of British Airways, celebrating the airline as a British Original. For their remarkable creative work, Calum and team won the highest honor last year at the Cannes Lions Festival, the coveted Grand Prix. 

With a lifelong passion for aviation, Calum has built a career spanning five airlines, including Virgin and Etihad, before taking the helm at one of the world’s most iconic carriers. And like Jim, Calum’s journey began at Procter & Gamble, giving him a unique blend of brand-building expertise and airline industry know-how.  

So, buckle up, switch your devices to airplane mode, and get ready for a candid conversation on leadership, creativity, and what it takes to keep an airline soaring.

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Recorded live at the Brand Innovators LVMH Villa, presented by Shutterstock, during the 2025 Cannes Lions Festival of Creativity.

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This week's episode is brought to you by Deloitte and StrawberryFrog.

Learn more: https://strawberryfrog.com/jim

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