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James shares his insights on Asda's ongoing transformation journey, which includes doubling their store estate, integrating new IT systems, and expanding into new retail formats. He also discusses the importance of balancing proactive strategies with reactive crisis management, especially in a business as dynamic and complex as Asda.
We explore the evolving role of corporate communications, the impact of political changes, and the increasing importance of ESG initiatives. James also reflects on his varied career path, which spans politics, agency work, and in-house roles, and offers valuable advice for those looking to enter the field of communications.