Joanne Smith, chief brand, innovation and communications officer at Blackmores Group, has built a career around elevating capability and embedding innovation. Joanne Smith: It is crucial not to lose focus on the brilliant basics—the fundamentals of how to build and grow brands sustainably remain critical. Future marketers need to be comfortable with data, pulling out insights and pairing analytical rigor with creativity. What’s the biggest barrier organisations face when trying to elevate their marketing capability and how do you overcome it? Data is the compass, but insight is the lighthouse and from great insight comes creativity and growth.