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.

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Calum Laming (British Airways) | Brand-Building at 35,000 Feet