Calum Laming

Chief Customer Officer of British Airways, responsible for the creative replatforming of the airline. He started his career at Procter & Gamble and has a passion for aviation.

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Aug 13, 2025 • 46min

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

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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