Season 1 Episode 4: Award-winning Analyst, Ian Whittaker, interviews Mark Evans, Managing Director of Marketing and Digital at Direct Line, on how he changed Boardroom perceptions of Marketing from a cost to an essential investment for long term growth. Follow Mark’s top tips on how to build a Marketing Effectiveness programme, change the language marketers use, adapt company culture and ultimately make Marketing investment a Board priority. If you find that Marketing in your organisation is not considered an essential growth driver, and would like practical ways to turn this around, this episode is a must-see.