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Moving toward a sustainable future: The innovation and transformation of the food industry

Kees Kruythoff

chairman and chief executive officer

Sir Martin Sorrell

founder & executive chairman

How Thomas Cook relaunched as a start-up in the middle of a global travel shutdown

The rebirth of Thomas Cook clashed with travel bans due to the pandemic

In September 2019, Thomas Cook went bust. Less than a year later, it was reborn as a digital start-up. Here’s the story of how one marketer fought to keep the 180-year-old brand alive through liquidation, acquisition and a pandemic that grounded virtually all tourists.