Jose Gorbea joined HP in 2017 and is head of HP Graphics Brands & Agencies Innovation. Here he answers Press Gazette’s questions about the future of marketing as part of a series presented in association with our marketing solutions division – Lead Monitor.

 1. Stakeholder buy-in – most campaigns are held hostage to subjective opinions and once a senior stakeholder has a personal opinion that differs from where the campaign is headed, it can completely derail it. This is where true marketing leaders differentiate themselves versus others, in getting that buy-in upfront while being held accountable for the outcome.

2. Speed to market – time is always against you in marketing and this is where digitally printed packaging can become your strongest ally to cut printing times and allocate extra time in crafting the idea in the best possible way.