Last year Katie Vanneck-Smith talked about what she’s learnt at News International as chief marketing officer, following their “single biggest strategic mistake”.

Here’s a a selection of headline quotes, give yourself the 13 minutes to watch it all.

• “Unstoppable page view growth and unstartable profits”
• “15% of The Times are delivered on tablets.”
• “Ask yourself, is TV the right media to market a product that actually only costs 30p to sell?
• “The senior teams in our organisations struggled to understand the power of social media”
• Five big learning a at NI:
  • “Break down those hierarchies  “
  • “Banned digital as a challenge, embraced it as an enabler”
  • “Make friends with finance, but marry the technologists”
  • “We brought the best tech developers and IT developers into the marketing department… …they’re there to have great ideas, create great stuff, and get it to market really fast”
  • “Culture of constant learning and adapting”
• “Got a digital mentor, ie someone who’s under 25 and for them none of this is new”

[youtube]http://youtu.be/ZoO6Z3mME1w[/youtube]

Found by @spirals