The CMO Podcast Calum Laming (British Airways) | Brand-Building at 35,000 Feet
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Aug 13, 2025 Calum Laming, Chief Customer Officer of British Airways, shares his journey from Procter & Gamble to aviation leadership. He discusses the airline's bold rebranding that embraces British heritage post-COVID, emphasizing customer experience. Calum reveals how data and storytelling fuel modern marketing strategies and the role of employees in delivering service excellence. The importance of collaboration in creative industries is also highlighted, showcasing how diverse perspectives lead to innovative solutions in high-stakes marketing.
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Joining BA And Choosing The Platform
- Calum joined British Airways just over three years ago and inherited a creative platform that was already in motion.
- He rejected an early TV ad but kept the 'British Original' platform and reworked execution with agencies and media partners.
P&G: Marketing University
- Calum began his formal marketing career at P&G after university and credits it as his marketing university.
- He learned rigor, agency partnership value, and concise reporting from that experience.
Challenge Creatives, Protect The Platform
- Trust your agencies but be ready to challenge and rework executions rather than scrap the whole platform.
- Combine creative, media and internal teams to rescue and refine big ideas into effective campaigns.
