Power 100 2019: Nina Bibby

This year's top marketers.

Chief marketing officer, O2

Bibby’s year has centred on innovation and a brand refresh. She believes the launch of O2’s "custom plans" – which allow tariffs to be customised to individual needs – was one of the sector’s biggest innovations in a decade. A reboot of the brand began with the launch of O2’s "Breathe it all in" campaign. The rest of 2019 will feature other product launches and the activation of O2’s England rugby union sponsorship for the Rugby World Cup, which is being held in Japan.

Describe yourself in three words

Passionate, driven and direct.

Which marketer working in the UK do you most admire?

Syl Saller, chief marketing officer, Diageo.

Favourite ad campaign in 2018

KFC’s "FCK" by Mother.

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