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what they are looking for in this year’s entrants,  the role of strategy in their businesses and their future hopes for the discipline. Hazlina Dayangku Company: Samsonite How do you define strategy? What role does it play in your own marketing ambitions – especially when it comes to the work done with your agency partners? Everything starts with a clear vision of what you stand for and what value you want to create. A good strategy allows a marketer to achieve their goals while staying true to this vision and bringing these values and their brand to greater heights.  Strategy is the foundation of everything we do at Samsonite: it acts as a compass to direct us to our destination; I call this our ‘North Star’. Agency partners can help develop strategy, but ultimately their role is that of both advisors and executors. With that, it is extremely important for there to be mutual trust and an alignment of goals between marketer and agencies.

Huiyan panHazlina dayangkuAsian strategySenior marketing directorRegional marketing leadஆசிய மூலோபாயம்மூத்தவர் சந்தைப்படுத்தல் இயக்குனர்பிராந்திய சந்தைப்படுத்தல் வழி நடத்து