ISSUE 83 MARKETOR WINTER 2019/20

Marketors’ Annual City Lecture GDPR – a positive turning point for marketing? Powerful Brands – creating shareholder value

Bowden Charter Dinner

marketors.org The Livery Company Magazine for Marketing Professionals The Master’s WINTER 2019/20 ISSUE 83

The Livery Company Magazine Column for Marketing Professionals of social events – most of which were sell-outs, some very interesting Contents business lectures and speakers and a thoroughly enjoyable Master’s Trip Bowden Charter Dinner to Alsace. Butchers’ Hall 4 Two of my aims were to address Liverymen clothed 7-8 our younger membership and to reach out to members outside of Freemen admitted 9-0 London. A successful Membership programme has meant that we are Award Winners 11 recruiting a greater percentage Social Events 12-20 of younger members and this has to be seen as a benefit to the Professional Marketing Pages 21-28 future of the Company. We also instigated the Marketor Scholar City Livery Club 29 initiative for our Award winners and I was delighted to present the first Company’s IT As my year draws to a close it is Development 32 Marketor Scholars with their awards appropriate that I take a look over this year at Mansion House. my shoulder and review what has Regular Features been a very busy 12 months for both “Meet the Master” was a Carol and myself. programme I initiated comprising Master’s Column 2 visits reaching out to Marketors living Daunting as it may have seemed a outside of London and the Home year ago, it has proved to be one Outreach 30 Counties. The evenings were open of the highlights of my career and to Marketors, interested friends and I trust that this was reflected in the Bookshelf 33, 40 associated professional bodies progress made by the Company. and the format was purposely Marketors’ Trust 34, 36 I set out to paint with as broad a kept very casual. We gave a short St Bride’s 37 brush as I could, involving as many presentation of the past year’s members in the year as possible. events, an overview of future Obituaries 44-46 This resulted in a varied programme events and a discussion on how

Diary Planner Who’s Who 48

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Event photography by Ben Fisher www.benfisherphotography.com Front page: Sir Lloyd Dorfman CBE, the Master Andrew Cross, and Mr Chris Daly, Chief Executive of the Chartered Institute of Marketing The Master and Wardens take wine with the new Freemen admitted at the Bowden Charter Dinner

2 marketors.org WORSHIPFUL COMPANY of MARKETORS Andrew Cross Master the members could become more to say that the last year has been infrastructure is kept as up to date involved in the Company, given no exception. The Installation at as possible. their more distant location. This Drapers’ Hall attended by the High has proved to be very successful Commissioner for New Zealand It has been an active year and and hopefully will now become a set the tone for the year and the Carol and I have spent much time regular part of each Master’s year. following Great Events lived up to attending the events of other the same high standard we set in companies, spreading the name A special mention should be and fame of the Marketors. I am made of the joint business lecture January. regularly told that the Company is we arranged with the Distillers’ My intention for the year was well known within the City and that Company. The topic was Alchemy to involve as many Marketors our positive reputation precedes and it gave both companies as possible in a broad range of us. Something of which I am the opportunity to discuss their activities and interests and to be as enormously proud. individual professions in relation to inclusive as possible. I trust that this a combined goal. By linking in this has been achieved. As I shortly hand over the role of way with other companies we are Master to Master-elect Lesley Wilson During the year I managed to able to ensure that the marketing I would like to thank my Wardens, message is communicated to a visit as many of the committees Past Masters, Court Assistants and broader audience. as possible to understand their requirements and the challenges committees for the considerable Our Affiliates are a key part of the they may have. This allowed support and encouragement I have Company and unfortunately from Master and Wardens to assess received during the year. I am also the Autumn we are now without areas within the Company that enormously grateful for our efficient HMS ST ALBANS for a couple of needed addressing and you office team, our Learned Clerk years due to entering a major refit will notice that we have now John Hammond and Assistant Clerk and upgrade. We have continued successfully restructured our data Liveryman Doreen Blythe. I look to have a strong reciprocal and information silos with our highly forward to many more active years relationship with 151 Regiment and efficient website. This was with the with, in my opinion, one of the best St Dunstan’s and this is where our considerable assistance of a newly companies in the City. focus can now be going forward. formed IT Team. There are other It almost goes without saying that areas that will undoubtedly be Marketors know how to put on a addressed in due course in order splendid Great Event and I have to ensure that the Company’s

New freemen admitted in Oct 2019

The Master’s Lady, Carol Cross New liverymen admitted in Oct 2019 leaving the Bowden Charter Dinner

MARKETOR WINTER 2019/20 marketors.org 3 Bowden

Graham Storey Charter Dinner 2019 Liveryman

There are four Great Events in the The main body of guests started the guests and then introduced Company’s annual calendar, all to arrive by 18.30 and found a the Company’s official guests: of which include a formal meal in sparkling wine service ready and Chris Daly CEO of the Chartered memorable halls or else the Lord waiting for them. The receiving Institute of Marketing, David Bolton Mayor’s Mansion House. On 30 line at the Bowden Charter Dinner Master Farmer accompanied October 2019 the Master, Wardens, included, by tradition, the bronze by his Clerk Graham Bamford, members, guests and friends of bust of Past Master Reginald Fiona Morrison Master Actuary, the Company assembled for the Bowden. It certainly provided a Margaret Bickford-Smith Master Bowden Charter Dinner in Butchers’ reminder of who we, as Marketors, Arbitrator accompanied by her Hall. celebrate each year at this event. Clerk Biagio Fraulo, Pamela Taylor Master Educator accompanied by The dinner, in a hall only recently To the sound of the pianist playing her Clerk Christian Jensen. Guests, reopened after extensive “Scipio”, the Beadle and the Masters and Clerks were all made redevelopment, was preceded Company Swordbearer, the Master, most welcome. Middle Warden as usual by a Ceremonial Court at the Company guests, the Junior John Farrell then introduced the which five freemen were clothed Warden, the Middle Warden, the Principal Guest and Speaker, Sir as liverymen and nine candidates Clerk and the Honorary Chaplain Lloyd Dorfman CBE, entrepreneur were admitted as freemen. The made their way in procession and philanthropist. Awarded Marketors’ Trust Scholarship for 2019- into the dining hall. The Honorary a knighthood for services to 20 was awarded to Agnesa Ajdini, Chaplain said Grace and the first philanthropy and the arts, Sir Lloyd a post graduate candidate on course was started. During the is the Honorary Colonel of the Third the MSc Marketing and Innovation meal, the Master and Wardens took Battalion of the Princess of Wales programme at Cass Business wine with the five new liverymen, Royal Regiment, and a member of School. Academic Awards from the the nine new freemen and the the Mercers’ Company. Marketors’ Trust were presented recipients of the awards from the to Ruta Kraujutyte from Regent’s With the sound of the Beadle’s Marketors’ Trust. University and Lena Retzler from the gavel ringing around the dining University of Westminster. The Middle Warden welcomed all hall, creating silence for the

4 marketors.org WORSHIPFUL COMPANY of MARKETORS Principal Guest and speaker, Sir 11 Member States of the European Lloyd Dorfman started by saying Monetary Union on 1 January that an invitation to speak to the 1999, 11 European currencies just Company was an honour for which disappeared. When your business he was most grateful. He went on is retailing foreign currencies, you to explain that he founded the have to be an optimist! He admitted Travelex Group, now the world’s he was never a foreign currency largest retailer of foreign exchange. expert, just someone who opened The business was started in one shop a local business which became a in central London in 1976 and was local success and then a global subsequently sold in 2015. Sir Lloyd brand allowing him to stumble into has had a wide portfolio of business philanthropy. Sponsorship was an and charitable interests for many important part of him building brand years, including Board Director of awareness, including the Australian the London Theatre Company and cricket team for seven years, and since December 2015 Chairman of ITV coverage of the Rugby World the Prince’s Trust International. Cup when England won. As Sir Lloyd said, it certainly helped raise the Sir Lloyd shared the Master’s theme profile of Travelex. of ‘Optimism Offers Opportunity’ declaring that he is a ‘glass half Focusing on the Prince’s Trust, Sir full’ person. When the Euro was Lloyd revealed that it was founded A resilient smile from the First adopted as a single currency by by Prince Charles with a capital Master Marketor

The annual Bowden Charter Dinner celebrates the achievement of a man described in the media of the time as “the person who brought marketing to Britain” after introducing techniques that he had previously used while working in the United States for a drinks manufacturer. Reginald Bowden was one of a group of seven Fellows of the Institute of Marketing, five of whom had served as National Chairman of the Institute, that formed a working party in 1973 with the aim of establishing a City Guild to represent the profession of Sir Lloyd Dorfman with Past Master Andrew Marsden and Middle Warden John Farrell marketing. It was agreed that Reg Bowden would serve as Chairman. The others were Bill Geffers, Tony Bellm, Ronald Edwards, Roy Randolph, Jack Rook and Austin Nunn. In just two years such a Guild was founded, and another two years after that we became a fully fledged livery company, the Guild having obtained the approval of the Court of Alderman to progress to full Livery status in December 1977. The working party not only had to negotiate with the Institute and the City, but also to find sufficient senior Fellows of the Institute prepared to join and help fund the Marketors – financial viability of course lay at the heart of the challenge faced Fine attention to detail for the Marketors at the Butchers’ Hall by the Founders.

MARKETOR WINTER 2019/20 marketors.org 5 sum of £7,500 available as a result of Prince Charles leaving the Royal Navy. The work of the Prince’s Trust is now well known in the UK encouraging today’s younger people to strive and achieve in business and society. The Prince’s Trust International is by contrast only four years old and Prince Charles has asked Sir Lloyd to grow its profile, ideally within his lifetime. Turning to Britain UK Plc’s brand, Sir Lloyd commented that British law is an international brand by itself, the country has been through a democratic process, “so let’s get on with it, remember our strengths and that we punch above our weight”. Those present were reminded that The Master sends a Loving Cup along the line big changes create big opportunities, just as for Travelex more travel by more people means more currency exchange opportunities. Putting it quite simply, according to Sir Lloyd, “Just get on with it and when you have to try harder, you try harder. It’s in our DNA!” The Master replied enthusiastically to Sir Lloyd’s speech, commenting “I share with you, Sir Lloyd, the need to encourage the younger people of today’s marketing world as these “rising stars” are the future and it is our responsibility to ensure that they play an active part in this rapidly changing world. Most of us here tonight are aware of the Livery, its aims and goals. However, when we look at marketing as an industry we find a considerable pool of talent that is totally untouched. And it is Sir Lloyd Dorfman addressing the company here that we are looking to reach out and inform, both to the younger marketers and the industry captains. This is a task that we have been actively working on. We are also aware that marketing is not totally City centric and this year I have successfully reached out to existing Marketors who, for one reason or another, now live in various parts of the country. This has been by organising casual “meet and greet” evenings in the regions. There are also great mutual opportunities to be had with like- minded marketing organisations where a working relationship would be of mutual benefit. This initiative is being treated as a priority. I am very pleased to say that Chris Daly, CEO of the Chartered Institute of The Master addressing the assembled company Marketing is with us this evening.

6 marketors.org WORSHIPFUL COMPANY of MARKETORS My sincere welcome goes to the new freemen joining us tonight New Liverymen and congratulations go to the company’s new liverymen. I trust that your Livery journeys will be as clothed on 30 October 2019 fulfilling and enjoyable as mine. My year so far has been absolutely Victoria Ash Christopher Beynon wonderful and as it draws to a close, I look forward to passing the baton to our next Master who, I am sure will continue the initiatives established this year and take the Company to even greater heights. As ever, my thanks go to the Clerk’s Office for their continued hard work in supporting the Master and the Company, thank you John, and thank you Doreen, and departing from the script, I would be grateful Doreen if you would accept these flowers as a small token of my sincere thanks to you for the effort and hard work you put in to ensuring that the Clerks Office runs smoothly and more importantly, letting me know where I should be and when! I am an experienced marketing I have spent over 35 years in the director who now has her own charity fundraising sector. During I hope you have all enjoyed this business, RCR Partnership, which that time I have held senior roles at evening at the newly refurbished helps entrepreneurial businesses a variety of charities both regional Butchers’ Hall and I am sure you grow. I have experience of and national. will agree with me that our thanks working with a wide variety should go to the Hall Management I was a Fundraising Director at of major corporates, mid-tier and the caterers for making this a hospices, NHS charities, a special businesses and professional services very special evening for us. educational needs school in North organisations to improve their London and in the social housing It just leaves me to bid you “Good positioning, marketing, sales and sector. My final full time role was evening” and trust that you have a communication. with a national legal charity based safe journey home.” With experience covering a wide at The Royal Courts of Justice Which seems a good place to range of business-to-business in London. I also worked as a end this report on another most sectors, my typical engagements consultant at various times in my enjoyable Bowden Charter Dinner. include helping senior management career. to define marketing strategy and set I have now stepped back a little budgets; acting as an outsourced but have not completely gone from marketing director; coaching and charity fundraising. I am accepting mentoring individual partners and a limited number of consultancy managers in building their revenue; assignments. and devising and implementing successful marketing and PR I was admitted as a freeman in 2017 campaigns. and live in Bromley Kent with my partner Lyn. Prior to setting up RCR, I trained as a business coach, holding a variety of in-house and consultancy marketing positions and worked in London and Paris for a global communications agency. I am actively engaged in the Marketors’ mentoring initiative working with junior marketers and students, and I am also a trustee of the Bristol Zoological Society. The Bowden Charter Dinner 2019 from the Minstrels’ Gallery

MARKETOR WINTER 2019/20 marketors.org 7 New Liverymen clothed on 30 October 2019

Iain Sanderson Dr Sunila Lobo Desirée Clarke Noble

I am probably best described by I am a freelance academic, and a 2020 marks 20 years since I moved others, but suspect they’d say I’ve Trustee and Treasurer at my homeless to London from New Zealand – little been brave in my career choices. charity. This involves building did I know when I arrived with wine This stems from my livestock farming relationships with local businesses and fashion marketing experience parents, every month a challenge. and organisations as potential what lay ahead in this incredible Post Polytechnic I kicked off my donors and to gain support in myriad City! formal career with Kerry Packer’s ways, as well as refining the branding There wasn’t much of a British wine publishing empire in Sydney, then and messaging and planning for industry then so I joined the world of back to the UK for traditional brand the charity’s sustainability. I love finance, first at LIFFE, then agency management with RHM Foods, travelling, museums, movies (with side before spending a decade then Bristol-Myers. Agency side a student-led one, to be filmed in at HSBC. I joined Royal Bank of beckoned and after countless start- my home soon), with a penchant Canada just over five years ago ups, successful exits and failures I’m for good food; whether gourmet or where my small team manage all still at it as a non-exec and mentor, meals that remind me of my mom’s brand and sponsorship partnerships, still enjoying the cut and thrust. fabulous cooking and of home. I am events, business marketing, content Security isn’t me. In 2007 I decided an active member of the Marketors’ and CSR activities across Europe the automotive world needed to go Events, Outreach, and Knowledge and APAC. electric, so created and launched Development Committees working an electric supercar, the Lightning on various projects. I organised the Supporting diversity and inclusion in GT. Premature, but this led directly recent Fleet Street Walk...with me in the City, I co-chair RBC’s RWomen to the launch of the ‘Dynamo’ my Texan hat! In 2019, I completed group and am a member of the electric London taxi, one of my a very interesting Outreach project regional Diversity Council. I am also former agency brands’. Nice to see with a charity representing prisoners a Global Angel with 100 Women in it on London’s roads. who have allegedly been wrongfully Finance. convicted and as a result meeting My teenage daughters keep me Joining the Marketors, being QCs, a celebrity actor and a CCTV in check and at the coal-face. For admitted to the Freedom of the City specialist. As part of the Knowledge recreation I still swim (Serpentine and then into Livery late 2019 was Development Committee, I have Club) and come last in the odd a major life and career highlight submitted an article to the Marketors triathlon or similar. I also chop down for me and I am very excited to based on a rough analysis of trees in a check shirt (but never be on the Aim One and Events questionnaires completed by Year 8 wear high heels). committees. students at the Marketors’ stand at Being a liveryman is the fulfilment the Livery Careers Fair 2019 at the Outside of work and livery I am a of a life time ambition. I intend to Guildhall, London. I am married to keen runner, cyclist, triathlete and contribute towards the company’s the irrepressible Phil and grandma allotmenter. Along with my awesome future success whenever I can. of the lovely Sophia, Oliver and husband Jeff I have two border Matilda! terriers, George and Penny Pearl, who keep us busy and on our toes!

8 marketors.org WORSHIPFUL COMPANY of MARKETORS New Freemen admitted 30 October 2019

Vladislav Dobrokhotov William Frank Marcus Harris

Vladislav is an experienced Combining a vision for both Marcus currently owns and runs executive with a proven track marketing & creativity, William a successful IT support business. record in operational leadership has over 15+ years’ experience This is called Incite Insight and of both profit and not-for-profit working for a mix of Music, Fashion, it solves people challenges for organisations. He has been planning Entertainment, Youth, Sport IT leaders who are undergoing and executing launches of new and NGO clients. They include transformation in medium to large businesses, products and services companies such as O2, England organisations. These services in B2B and B2C markets. Vladislav Rugby, Sony Music (UK), Channel 4, include Training, Recruitment and organised 150+ events, such as Mindshare, General Mills, ClassPass, Contingency labour. Marcus is a business seminars and conferences, Unilever, University of Westminster serial entrepreneur with marketing golf and clay target shooting & Leonard Cheshire. He currently and sales at the heart of what he competitions, garden parties heads his own boutique agency enjoys. and gala dinners, and created XYLO London and is also a member Older readers may remember ITV’s promotional events for such brands of the Royal Television Society Famous Five which ran for two years as Rolls-Royce, Bentley, Jaguar, (RTS) and the CIM). Outside of the in 1979 and 1980. This starred a Land Rover, TO’AK, The Macallan, creative industry, he has a passion fresh-faced Marcus, an experience and many more. Being based in for music, film, travelling and enjoys that kickstarted a life-time love of Finland, he currently leads the British deep conversations with people professional acting and presenting, & Commonwealth Chamber of from all walks of life. most significantly presenting on Commerce in Finland and The Royal QVC and now an annual music Commonwealth Society Nordic- festival with over 30,000 attendees. Baltic Hub.

Helen Christopher Helen is an internationally Freedom experienced B2B marketing leader, she is Global Marketing Manager of the City at Verisk. Developing rapport with One of the main ways to be customers, stakeholders and work admitted to the Freedom of the colleagues at all levels comes City of London is by Presentation naturally and delivering successful by a livery company. Once business outcomes is always Helen’s gaining the Freedom of the focus. These are aspects Helen has Marketors, we encourage all been able to combine through the members to quickly apply to Chartered Institute of Marketing Guildhall to gain the Freedom Meet a Mentor Programme that of the City of London. This is a matches experienced marketers necessary step to being “clothed with emerging talent. Helen is a CIM in the livery” – becoming a regional ambassador for the B2B liveryman. industry.

MARKETOR WINTER 2019/20 marketors.org 9 Charles Doyle Charles McCrow Philip Rothfield

Founder CEO of Higher Frontiers, a Charles owns and manages his Philip has over 30 years’ experience marketing consultancy. Trustee of own international accommodation in financial services marketing, a London based Multi Academy business and has been a leading strategy, sales management and Trust and external advisor to figure in his industry sector over the product development. Having Oxford University. A published past 30 years, also being a founder run his own consultancy business writer, conference speaker and member of his trade’s association. advising on transformational expert on marketing, branding and He publishes a significant reference change programmes for banks, communications; author of the document for his sector, the Global investment managers and hedge Oxford Dictionary of Marketing. From Serviced Apartment Industry Report funds across Europe and the US, 2007-2017 he was the Global Chief (GSAIR). An enthusiastic marketer, Philip led the global marketing Marketing and Communications Charles strongly believes in the function at BNP Paribas securities Officer for JLL, the international effect good marketing can have services division and most recently commercial real estate company. on making a business successful, was head of marketing for the Board advisor to Emperor, an promoting his businesses at many investment services and markets executive advisor to VIM group, a annual global conferences, trade businesses of BNY Mellon. strategy advisor to Brand Finance shows and events. An enthusiastic and a senior advisor to ITSMA, a deep-sea angler, musician and Adrian Bastow CC consultancy, research and training traveller, now with four grown-up company specialising in services sons, he spends his time between marketing. Also, a Trustee of IAM the UK and Portugal. Roadsmart.

Kim Tasso Kim Tasso BA(Hons) DipM FCIM MCIJ MBPsS MBA has been a strategy and marketing consultant, a trainer and coach for 30 years. Initially working in the technology sector she now mostly works with professional services firms – lawyers, accountants and surveyors. She is also a psychologist and an author of six books on topics such as selling, business development, growth strategies, business relationships, media relations and social media. Adrian heads up marketing for She has held NED positions in an Insurtech provider, having property firms and is a Trustee of previously worked in marketing Richmond Borough Mind. Although roles in the technology and travel she was born in London, has lived sectors. Based in the City, Adrian is a near Twickenham Rugby Ground for Common Councilman for the Ward decades. of Aldersgate.

10 marketors.org WORSHIPFUL COMPANY of MARKETORS Academic Award recipients

to be the most important driver of digital influencers’ credibility. All in all, it is essential to engage the right influencer to endorse a particular destination. Ruta Kraujutyte’s award was for her dissertation on Grab a Vitamin, undertaken for her MSc in Digital Marketing & Analytics at Regent’s University London. The report identifies new trends in the supplement market and the importance of using digital marketing strategies and analytical tools. Social listening using the Brandwatch tool revealed timing patterns and helped to create Every year The Marketors’ Trust, destination which in turn could lead buyer’s personas. There is potential works in close collaboration with to a purchase intention. A regression for selling additional supplements in the Awards committee, to fund analysis has shown that the six the UK market. Consumers in the UK several Post Graduate Academic developed hypotheses indicate however, lack product knowledge Awards to students from leading a significant difference between and are held back by a trust barrier. Business Schools for dissertations on all respective relationships of the These constraints can be overcome marketing related topics. developed framework. However, through educational, informative Lena Retzler received her award in trustworthiness has been identified and engaging content. recognition of her dissertation on The Impact of Digital Influencers on the Choice of Consumers next Travel Destination. An Examination on the Use and Credibility of Influencer Marketing as part of Destination Branding of DMOs on Instagram. This was undertaken for her Master of Arts in Marketing Management at University of Westminster. This research aimed to examine significant relationships between the credibility of digital influencers and travellers’ perception, attitudes and preferences towards a travel

The Marketors’ Trust Cass Scholarship 2019-2020 The Marketors’ annual Cass scholarship, funded by the Marketors’ Trust, was awarded to an outstanding post-graduate student enrolled on the MSc Marketing Strategy and Innovation programme at Cass Business School at City, University of London. The award this year went to Agnesa Ajdini and here she is having it presented to her by the Master and the Chairman of The Marketors’ Trust at the Ceremonial Court preceding the Bowden dinner. She was also made a Marketing Scholar.

MARKETOR WINTER 2019/20 marketors.org 11 AUTUMN SOCIAL EVENTS

Simone Davies Studio 434 Visit Liveryman

The group was then able to peruse the cars at their leisure, looking under bonnets, getting behind the wheel, and finding out more from our very knowledgeable tour guides Luis and Jed. After a couple of hours we departed in convoy for the next leg of our tour. This was at the ultra A 1962 Jaguar E Type S1 FH Coupe modern, high tech storage facility The Master and Frank Auton discuss the under the spotlight just a few minutes drive away. After merits of a 1966 Citroen DS21 Decapotable a quick pitstop where we refuelled For car enthusiasts the visit to Studio on a fine spread of sandwiches, Marketors “my guests and I were 434 on Saturday 5 October was like we explored two floors packed overwhelmed by the number and going to the automotive version of with cars including the Rolls Royce range of cars on display”. Charlie and the Chocolate Factory featured in the epic bio of Elton – there were more cars than you John Rocket Man, to a DeLorean, After several hours we departed could ever have dreamed of – from a car which became iconic for its with dreams of winning the lottery the slightly weird and wacky to the appearances as the time machine to purchase one or more of the most beautiful vintage and high in Back to the Future. fantastic cars we had been powered performance cars there Without being there it’s hard to privileged to see, at what must was something to interest everyone. truly explain just how mind blowing be one of the largest private The tour kicked off with a brief the visit was; which is echoed collections of cars in this country if history of Studio 434 and its owner. in this quote from one of the not the world.

A bevy of Rolls-Royces

12 marketors.org WORSHIPFUL COMPANY of MARKETORS AUTUMN SOCIAL EVENTS

Dr Annmarie Hanlon Are we the Alchemists of today? Liveryman

On a damp November evening, options. Indeed Fevertree’s sales of Marketors crossed London Bridge tonic waters outstrip the income of and joined forces with the Distillers most gin brands – having spotted to learn more about the marketing the opportunity for different tonics of alcohol. This blend of marketing for different gins – and adapting and distilling – alchemy – was the product range to be used as chaired by David Wethey, past standalone drinks. managing director of McCann When talking with Distillers after Erickson, now running an agency the panel discussion, several helping clients and agencies work suggested that the number of gins better together. would reduce as they were not David kept the panel on their toes, sustainable. Those that remained with a whistle at the ready to stop ‘tea, coffee or Baileys’ after the in- would offer added value such as any overlong conversations. He was flight food service. distillery tours and tasting events. introduced by the Master Distiller in Considering the development in the A decade ago there were 12 gin a cinema-style room, in the offices market, from identifying the new brands in the UK, today there are of the advertising agency, BMB. 6,000. While this may seem like a product opportunity to developing an augmented product offer, The panel comprised: the irascible great culture shift, it was due to a sounded like a blend of a PESTLE Rory Sutherland (Ogilvy UK); Mark change in legislation in 2009 – when and brand augmentation. Gin Sandys who probably has the the Sipsmith team won a legal and the companion tonic waters best job at Diageo looking after battle with HMRC, altering the Gin create an excellent fundamentals Guinness, Baileys and Smirnoff; Act of 1751 which stated that gin case study for those in marketing Anthony Wilson, a chemist from could only be brewed by a still education. Alkemista which creates new with a minimum capacity of 1,800 spirits; and our very own Past litres. This landmark legal change, The discussion closed with our Master Andrew Marsden whose being able to produce in smaller Master leading the vote of thanks many claims to fame include the quantities, heralded the creation of before we adjourned for a development of J2O. thousands of boutique brands. range of beverages. Somewhat appropriately, the Distillers’ The key subjects of the evening Gin has seen incredible growth not Company had organised G&Ts were the dramatic increase in the just in the UK, but across Africa and ready and waiting, as well as gin market over the last decade Europe too. The only country yet to canapés prepared by a social and the no alcohol movement. participate in gin fever is the USA – enterprise. Although we also learned about they prefer sweeter beverages. the early marketing efforts from the There was also discussion around Alchemy was an excellent event Baileys team – using influencers – the no-alcohol movement – that was ably organised by gifting cabin crew with bottles of referred to as the elephant in the Event Director Liveryman Nicola Baileys and suggesting they shared room. There is a tendency to drink Wordsworth. It demonstrated both with friends when they reached better and less, creating more the value of joint events and the their destination, as well as offering opportunities for alcohol-free links between companies.

Gail Cook A night of fine festivity at St Bride’s Liveryman

Christmas kicked off to a fine start peace and a spiritual haven in guests joined the congregation for with the annual Communications the heart of the city for all who this annual tradition. Industry Carol Service at St Bride’s pass through its doors. With one of The choir took the congregation Church, Fleet Street, on the the best professional choirs in the through a selection of both 9 December 2019. St Bride’s is country, it is also well known for the traditional carols and modern known worldwide as the Journalists’ outstanding quality of music and Christmas classics, interspersed with Church, offering a spiritual home the worship they offer. readings from invited members to all who work in the media and For over fifty years the of the congregation. The Rector communications industries. communication industry has and our Honorary Chaplain, the The beautiful Wren church has been gathered in this beloved venue, to Reverend Canon Dr Alison Joyce a place of worship for over 1500 celebrate the start of Christmas and led the worship, and the Christmas years and is one of the most famous to enjoy fellowship with colleagues Message was delivered by Farrah and fascinating historic churches across the industry. Thirty-eight Storr, Editor of Elle, who shared her in Central London. Today St Bride’s members of the Worshipful own personal story of giving and continues to provide a place of Company of Marketors and their sharing at Christmas.

MARKETOR WINTER 2019/20 marketors.org 13 AUTUMN SOCIAL EVENTS

Mary Peterkin Reunion of The Class of 2013 Freeman

Since forming the new Combined Bill Payne, Alan Pennington, Mary Although a small reunion, it was Membership and Fellowship Peterkin, Mike Ricketts, Carole a chance to meet and chat, old Committee earlier this year, we Seawert, Chris Skinner, Michael acquaintances to be renewed, and had various discussions on different West, Mark Westaby. new ones made. Our conversation ways to improve and strengthen covered a range of topics from We took soundings from a number fellowship, what we are calling the Marketors to travel and other of members and having received fellowship with a little f. In the spirit interests. Even with the small group a very positive reaction, an of this, the Junior Warden, Trevor we found three of us had attended invitation was sent round to all. We Brignall came up with the idea of University of Greenwich and one also invited 2013 Past Master the holding a reunion based on the member is now planning to take Reverend Sally Muggeridge and Class of X (namely the year people livery. Diane Morris as 2013 Chair of the were admitted to the Company as Membership Committee. To summarise, it was a small but freemen). A reunion would offer the successful pilot and the idea has opportunity for people to meet up We wanted the evening to be been set rolling.. Given the interest and share experiences of their time informal and self-funded so it was expressed, the Class of 2013 plan to in the Marketors. promoted as a drop-in drinks and meet again in 2020 when hopefully supper. We originally had a dozen To test out this idea we decide more people will be able join us. people signed up for the event to hold a ‘pilot reunion’ of The In the meantime, we would like to on 9 October, which (due to work Class of 2013 in early October. see others take this idea forward. and travel commitments) became Seventeen of us joined the The main improvement we would eight. However, in the end, we were company in 2013, with a good recommend is to involve the Past a small but convivial group of five Master, Chair of Membership and spread of freemen and liverymen comprising Diane Morris, Carole Junior Warden from that year from as well as three Court Assistants. Seawert, Mike Ricketts, Richard the outset to help promote the The 2013 intake comprised: Tim Mayer and Mary Peterkin. event and engage with members. Brown, Glyn Cartwright, Henry Chung, Chris Griffin, Kate Holden, We had a very pleasant evening If you would like to know more, Vanella Jackson, Richard Mayer, at The Coppa Club, Tower Bridge, please get in touch with Martin Alan Osborne, Rhian Pamphilon, sharing stories and experiences. Ashton.

Carole Seawert, Diane Morris, Mary Peterkin, Richard Mayer and Mike Ricketts

14 marketors.org WORSHIPFUL COMPANY of MARKETORS AUTUMN SOCIAL EVENTS

Diana Tombs Fleet Street Walk Court Assistant

On a bright, clear Saturday morning the first British daily newspaper was building, strikingly stunning with its in October, 20 Marketors and guests produced by a woman, Elizabeth curved lines and black panelling. joined our City guide, Herb Danner, Mallet, at her premises next to the Back and forth we went, following who led us on a fascinating walk King’s Arms tavern at Fleet Bridge, down – and around – Fleet Street. in March 1702. The Daily Courant guide Herb down alleys and consisted of a single page, with courts, past the home of Dr Samuel We traced the history of advertisements on the reverse side. Johnson, the compiler of the communications, starting at Paul’s first usable dictionary, and the Cross, a preaching cross and Another detour off Fleet Street took monument to his cat Hodge. Past El open-air pulpit in the grounds of us past the St Bride Foundation. Vino’s, the bar famously patronised Old St. Paul’s Cathedral, where Originally set up to serve the by journalists and members of news was proclaimed by criers. growing print and publishing the legal profession, we reached At Stationers’ Hall we learned industry of Fleet Street, it still holds Temple Bar Memorial, set in the all about the spread of written the largest collection of typography middle of the road where the Strand communications, when scribes in the world. Stories about the takes over from Fleet Street, also the would offer their services from fixed history of newspapers in Fleet boundary between the City and locations ‘stationarius’, followed Street combined with others about Westminster. by the invention of printing, which the pubs journalists frequented. opened up ‘mass’ communications Traditional buildings were followed Our tour finished at the Old Bank of opportunities. As we approached by Art Deco ones and the iconic England pub, where we all enjoyed Fleet Street itself, we learned that Modernist former Daily Express a well-earned lunch.

Elizabeth Frink, Paternoster Square

Herb Danner – City Guide

MARKETOR WINTER 2019/20 marketors.org 15 AUTUMN SOCIAL EVENTS

Marketors drive sheep Martin Ashton across London Bridge Liveryman

Those who have have received the 30 North of England mule sheep ancient right to take sheep across Freedom of the City of London will brought to London Bridge. Over the London Bridge. know that they enjoy a number of day, groups of them are herded inherent privileges denied to others– up and down the bridge by those The bridge was divided into North the most famous being that they are who have earned the privilege of and South sides, and small groups allowed to take sheep – indeed any attaining the Freedom of the City of took turns to herd the sheep up and livestock over the London Bridge London. down the bridge. Now fenced off, and not pay a toll. the bridge was at once very familiar, and yet feeling very strange, as In the medieval period sheep were we were let through the fence to the key to economic prosperity wait for our turn. A flock of sheep because the wool and cloth trades were the mainstay of the English came down from other end of the economy. These days, of course, if bridge to have a rest, while another you were to try and take sheep or batch was released from their pen, any livestock across London Bridge and then as a group we herded in the 21st century, you will most the sheep forwards, which was probably attract the interest of the a rather surreal experience while City of London police plus animal taking photos and watching people rights protestors – and imagine the casually walking along the bridge traffic chaos it would cause not dodging sheep droppings. A few to mention the Twitter comments! minutes later, we were presented However, just once year freemen During a meeting in Plaisterers’ Hall with our certificate and had a few ARE allowed to exercise this right back in May, five Marketors looked more official photographs. We through an annual charitable at each other after a few glasses retired to a local hostelry where we Sheep Drive organised through the of wine and said ‘Let’s do it!’. agreed that all in all this was a very Worshipful Company of Woolmen. Lesley Wilson, Keith Rowland, Martin City of London thing to have done Ashton, Kristan Tetens and Mary In 2009 sheep were taken over by on a wet Sunday afternoon. Peterkin signed up and paid their the Lord Mayor to mark the bridge’s charitable donation for the ‘Sheep If you have not received the 800th anniversary. Then in 2011 and Drive 2019’. We were allocated Freedom of the City of London 2012, the Red Cross took stuffed a time slot and area where we sheep on wheels across, but in yet, remember as a Freeman of would start the drive. Some months 2013, the Worshipful Company of the Company you can apply for it later, reality dawned on what we Woolmen held the first large scale directly. Get in touch with Liveryman had agreed to do…and so on a sheep drive across the bridge, Martin Ashton, Chair of Fellowship or damp Sunday afternoon in late raising money for wool charities. the Clerk and ensure you have the September, the Marketors joined Luckily for us, it’s been going on right to drive sheep across London some 600 Freemen to exercise their every year since with a flock of Bridge in 2020.

16 marketors.org WORSHIPFUL COMPANY of MARKETORS AUTUMN SOCIAL EVENTS

Diane Morris Marketors get an early start to Christmas Liveryman

All are likely to be familiar with the the Treetop Walkway. Royal Botanic Gardens at Kew. It is a Familiar favourites returned world famous scientific organisation, such as the Tunnel of Light with a huge area of landscaped gardens, its thousands of twinkling pea- a UNESCO World Heritage site. I lights. Interestingly, the major have been a Friend of the Gardens installations were designed by a for a long time and a by-chance roster of internationally acclaimed conversation with the Master early artists. Trees along the route were this year was the genesis of this illuminated, magically lighting up event as he had heard how fabulous the landscape. We were entranced their Christmas Lights were and that by bursts of colour and amazing tickets sold out quickly! optics as we explored the Garden’s On 20 November, the Marketors iconic landscape after dark. were fortunate to be one of At the final stop, the renowned the first groups on the opening iconic Palm House finale surpassed night of ‘Christmas at Kew‘. previous years with festive This year it took a magical new projections playing across a giant route which included a host of screen of water in the centre of the all–new installations. Framed by lake and across the glass house itself, glittering spiral trees, dynamic laser It was great to catch up with all to the sound of Christmas classics. projections illuminated the recently Marketor friends new and old. A big restored Temperate House, the We rounded off the evening with a thank you to Carole Seawert, Event largest Victorian glasshouse in the very tasty supper at The Botanist on Committee Chairman and Tina world. A dazzling arch led to a Kew Green. My first turkey dinner! Bradley, Event Director for making cascade of glowing silvery shards at Delicious! this event possible.

Martin Ashton Annual Marketors’ Quiz Liveryman

The annual pub quiz is one of the traditionally one of the favourites, the City of London round but scored most popular, hotly contested events Heritage team, One Armed Bandits, rather poorly and as a result the of the Marketors’ year. First hosted in Three Day Eventers, The Unknowns Three Day Eventers went ahead 2016, then 2017, the third instalment and, dark horses for the trophy, early. The Young and Restless, who of the event was oversubscribed. Laura Gifford’s The Young and the were conveniently allocated a table Restless. The Officials for the evening that was by the bar, were doing well were Past Master Sue Garland in the early rounds before fading as Worthington, reading the questions did the One Armed Bandits. prepared by her husband Brian, and The winners by some considerable The Master acted as the scorer. margin were the Three Day Eventers The food arrived just before Sue made up of Martin Ashton, Carole gave the nod for the quiz to begin Seawert, Annie Brooks, Chris Brooks, – however as we soon realised Alan MacKay and Alex Palacios catering of 38 hungry mouths proved and received the 2019 trophy, kindly to be less of an issue than we first donated by the Master. For Carole, Originally slated to be held back in imagined! As we progressed through Annie, Chris and Alan it was also an April, this was one of the last events the rounds more and more of it impressive hat-trick – on the winning of the 2019 calendar, held upstairs arrived! team for the third time! at the Hoop and Grapes – a grade II Several questions caused a number The evening was wrapped up with a listed pub in Farrington built in 1720. of teams to query various answers raffle and of course more food and The room size proved an ample size but the response from Sue several drink. for a rowdy crowd of 38 Marketors times was “I will advise Brian of your This was a very popular, enjoyable and guests to compete to be the views – he wrote the questions!”. event and we were so delighted Marketors’ Pub Quiz Champions of Teams were allowed to play their to meet a number of Marketors 2019. joker on particular rounds where attending an event for the first time. Six teams of roughly six members they thought they were particularly The question that everyone really each ensured that there was stiff strong – however in a number of wants to know the answer to is will competition for this year’s title. Teams cases there were a few shocks. The the Three Day Eventers retain their included the Past Masters Table, Past Masters played their joker on title in 2020…..we will find out.

MARKETOR WINTER 2019/20 marketors.org 17 AUTUMN SOCIAL EVENTS

Chloe Webb Lord Mayor’s Show 2019 Freeman

On a cold and crisp November from recycled parts). The China Bakery School even presented the morning, crowds of well-wishers Chamber of Commerce’s display Lord Mayor directly in his balcony lined the streets of the City of of a group of pandas and colourful position with baked delicacies. London for the 804th Lord Mayor’s dancers overseen by a docile The new Lord Mayor continues his Show. Despite the forecast and the dragon was a particularly striking family tradition by becoming the wet weather of the previous week, highlight. fifth member to serve as Lord Mayor the parade was dry as the rain held The 151 Regiment of the Royal of London. In his role as Ambassador off until after lunch. Spectators were Logistic Corps featured a range of to the City of London and to the three deep at some choice viewing military vehicles and hardware on Financial and Professional Services points creating a festive atmosphere their float as well as both regulars industry, Alderman William Russell with sense of anticipation for the and reservists. They also paraded will be promoting his theme of start of the parade. a 1940s Bedford which carried a Global UK through trade, innovation The show was its usual mix of formal banner highlighting the Company’s and culture during his year in and fun with something to enjoy for support of 151 with members of the office. He received enthusiastic all the spectators gathered along Regiment walking alongside. waving, cheering and applause when joining the parade in his State the parade route. The procession Many other floats created a Coach. was launched by the fly-past of a colourful display through the streets RAF Airbus A400-F and the newly of the City. Not only were all parts The Marketors then moved to installed Rt Hon The Lord Mayor of the United Kingdom represented Cote Brasserie on Ludgate Hill William Russell taking his seat at the but this truly international parade for a warming lunch, a welcome front of the balcony at Mansion featured organisations from all over respite from the cold. It was a well House among his family, friends and the world to symbolise the global attended and lively event with assembled dignitaries. connections of the City of London. around 50 Marketors and their A huge array of floats made The celebration of Diwali – the Hindu guests. festival of light – was particularly up the parade of more than The festivities were not limited to vibrant by the State Bank of India 6000 participants; including the the parade itself as Paternoster featuring colourful dancers and usual marching bands, military Square and St Paul’s Churchyard lively music. detachments, carriages and each played host to a Show Zone. ceremonial displays mixed together The theme of baking was well This featured a range of rides and with the dance troupes, inflatables, represented marking the New amusements for children and adults and several giant robotic Lord Mayor’s connection with alike with school bands, choirs and contraptions (including one made Bread Street Ward. The National other entertainment groups.

18 marketors.org WORSHIPFUL COMPANY of MARKETORS AUTUMN SOCIAL EVENTS

Martin Ashton Jack the Ripper Walk Liveryman

history. All the victims of Jack the Ripper were prostitutes and alcoholics – a grim reality for those people living in the East End at that time. Despite the police interviewing over 8,000 people, shortlisting over 300 suspects, and detaining 95 others, the mystery of who Jack the Ripper was remains one of the most elusive whodunits of the era.

Our Fellowship Walk in November The final and most famous victim of offered Marketors a unique Jack the Ripper, Mary Jane Kelly, opportunity to experience a Jack was murdered in Miller’s Court, the Ripper tour at dusk led by guide Dorset Street, Spitalfields. Since John Steel of Tour De Force. This is demolished, Liveryman Martin John’s signature tour – one where he Ashton was however able to gain us is a renowned expert on the subject access to a later building, previously and he delivered an experience the London Fruit and Wool that was not only informative and Exchange, to see the exact location entertaining but both mesmerised of Mary’s murder – just where the and horrified the 28 Marketors and Elevator A is located. guests who took part. As we meandered through the dark East End streets, John gave The particular Saturday evening us details of the victims (Mary Ann was wet and already getting dark Nichols, Annie Chapman, Elizabeth by the time we all met at Liverpool Street Station. This added to the Stride, Catherine Eddowes and atmosphere as John began his Mary Jane Kelly), times they were revelation on the horrific crimes that last seen and descriptions of their hit this part of London 131 years gruesome murders. He also shared ago. with us extracts from the letters written in blood that ‘Jack the Today the East End of London is Ripper’ had sent the police. Our one of the trendiest places to live tour included a stop by the pub and work. Tall modern office blocks where his victims – and possibly Jack tower over trendy bars, restaurants himself – frequented the infamous and shops. Go back to 1888. It was Ten Bells on the corner of Fournier a dark, dank ghetto with gas-lamp Street and Commercial Road! lit streets and foggy dark alleys Through John’s vivid descriptions, where people lived in appalling we got a real sense of what the East conditions. The Whitechapel area End would have been like during served as a breeding ground for that ‘autumn of terror’ for the poor We finally retired upstairs to the crime, murder, prostitution and souls that lived here. violence. The discovery of the Magpie, a Victorian pub just by brutal murder of a prostitute in the Devonshire Terrace, for dinner. The small hours of 31 August was the question everyone wanted to ask start of one of the most murderous John was exactly who was Jack rampages the East End of London the Ripper? John shared with us his had ever known and led to the theories about where the murderer largest criminal manhunt in British came from, with whom he might have been acquainted, and where he might have gone when the murders stopped. It was a thoroughly fantastic evening that everyone enjoyed. Although we may never really find out who Jack the Ripper was, we certainly discovered a lot more about an area some of us frequent regularly and the mysteries hidden within them.

MARKETOR WINTER 2019/20 marketors.org 19 Leeds transformation

Phil Andrew to business super-hub Court Assistant

workforce with one in seven of the is unique and attractive rather than population in Leeds being students worrying about other cities such as at the five universities based in the Manchester and York. city. It is testament to the growth The evening continued over story that over half of the graduates canapes and drinks in the Life in from Leeds universities stay in the city after they graduate. Earth Gallery within the museum. With attendees from as far afield as Tom was clear that the success of the Lake District, Durham, Newark the marketing campaign to change and London we are delighted the perception of Leeds from ‘just that we were able to re-engage another northern city’ to being the with Marketors who we see less location of choice for living and frequently. Our thanks go out to working in the north has only been Brigantes City of London Liverymen possible through a three pronged in the North, and CIM North for approach: promoting the event in their The beginning of 2020 saw us take newsletter and on the website. a path somewhat less trodden with 1. Make it an attractive place to Thanks also to staff at StepChange the Master and Clerk travelling up base your business Debt Charity who helped organise to Leeds to the final regional event 2. Make it an attractive place to the event and to Visit Leeds and of the Master’s year. The aim of live with a strong cultural centre Leeds City Council for providing the getting out of London is to widen the of gravity including the Northern venue free of charge. name and fame of the Company Ballet far beyond the Square Mile and to The success of the regional events engage with members who may not 3. Make it a centre of educational demonstrate that this is an initiative get to London often and, therefore, excellence with five highly that would be well received in are not able to easily take part in regarded universities. future years. our City based events. The implementation of this strategy Ed: Thanks too to Court Assistant The event on Tuesday 7 January has culminated in successes such Phil Andrew, the Event Organiser was hosted by Visit Leeds at the as attracting the Tour de France to who produced a write up and Leeds and, in 2019, confirmation glorious Leeds City Museum. It photos in record time for inclusion in that Leeds will be the new home was attended by Marketors, CIM this issue. members and Brigantes (Liverymen for Channel 4. During the extensive of the North). The CIM link up Q&A session after his speech, Tom For more information on Brigantes allowed us to offer the event with re-iterated that success has come activities and membership email two hours of Continuing Professional from concentrating on why Leeds [email protected] Development, an attractive draw that we hope to repeat for future events. The keynote speaker was Tom Riordan CBE, Chief Executive of Leeds City Council. Tom spoke eloquently and candidly on how Leeds has been promoted as an inclusive, high energy growth city with strong environmental credentials. Leeds has a young, highly educated and nimble

20 marketors.org WORSHIPFUL COMPANY of MARKETORS Paul D Jagger The case for engaging on Twitter Court Assistant WCIT

The Livery has a positive message to 3,000 Liverymen. At the time of audience, the message, the share, one that is replete with stories writing I have over 5,100 followers. timing, the tone and the manner of beneficial impact to society that in which it is shared. Social Media Twitter provides an effective means are diverse in scale, duration and is at its heart a shared experience, of rapidly sharing news of events, theme. Engagement on Twitter is it’s not a broadcast medium for achievements and facts about the advocated by companies and ‘Now hear this’ messages from the City and its livery companies, while their membership as a particularly Bridge, rather it’s a medium for allowing others to comment, share effective method to raise awareness conversation. and ask questions from any digital of the work of the Livery beyond the device. As with any facet of human society limits of the civic City. there are plenty of hucksters, What does good practice look like? mountebanks, mugwumps, trolls An example of good practice and other malevolent anti-social may be observed in the way that characters on Twitter. They are best Freemasonry has really grasped ignored. Twitter. It has become immensely In conclusion effective at getting its message out there, attracting new members, Twitter has proven its value to me showcasing its philanthropic and as a means of communicating with Why Twitter? fellowship activities, and raising the a like-minded audience on topics profile of Freemasonry in a positive related to the City and its livery Twitter provides a quick and easy manner. I should mention that I companies. It has helped me learn, means to reach beyond the am not and never have been a share and enjoy my involvement internal audience to engage with Freemason. in the City. I commend it to you all stakeholders both in the City and as an excellent means of rapidly wider society where knowledge and Another good example is that improving communications within understanding of the quiet but vital of the Church of England, which and among the Livery and at no work of the Livery is largely unseen among many other innovations has cost other than your time. and unknown. a Tweeter of the month, perhaps a priest or member of the laity who Editor’s note: Paul D Jagger is Twitter is a many-to-many drives engagement and brings very active in marketing the wider collaborative communications their own personality to Twitter Livery. He is author of Marketing medium that allows followers to while representing the diversity and Helps Everyone, the History of the respond, to share and to indicate inclusivity of the Church. Worshipful Company of Marketors. their approval in the moment. He also runs the CityandLivery.co.uk Twitter is limited to 280 characters, What are the downsides? website, an invaluable source of so messages have to be punchy Twitter provides many benefits, but information on livery companies, – it’s not a replacement for an as with any form of communication and is the author of The City of in-depth article. Twitter is well suited one has to be cognisant of the London Freeman’s Guide. to attention grabbing headlines that achieve most impact when also sent with a relevant photo, short video or a link to a website – or other call to action. An individual posting on Twitter is known as a Tweet. Twitter can be accessed on desktop, laptop, tablet and mobile devices and is free to use (the users time excepted). By April 2019 Twitter had over 330 million active subscribed users not including robotic or defunct accounts. What’s been my own experience of engaging using Twitter? Since I joined Twitter in December 2012 the number of livery companies and liverymen who are active on Twitter has grown steadily such that by December 2019 some eighty-four of the livery companies had Twitter profiles, as do circa

MARKETOR WINTER 2019/20 marketors.org 21 Dr Annmarie Hanlon The Role of Influencers in Marketing Liveryman

families or captains of industry). For example, Richard Branson and Bill Gates recognise their influence and subsequently rarely wear identifiable brands when in public, so they cannot be seen to be endorsing specific products. Members of the royal family may carefully use their influence and select outfits to support lesser known clothing designers. There are two main influencer categories – mega and micro. The major influencers have many hundreds of thousands of followers on social media platforms, such as members of the Kardashian family (famous as their father was the attorney who defended OJ Simpson in a court case that gained significant media attention). Micro influencers may have followings of 5,000 – 100,000, and Influencer marketing is a growing In these online platforms influencers may be more dedicated individuals business in many locations. Whilst generate content, sharing that are focused on a particular considered a new phenomenon, material about brands and their area of interest. In many cases the concept of influence has been experiences. Their public identity, they started as a hobbyist talking established for decades, thus which is often constructed about a favourite pastime and later influencers are not a new concept, through over-sharing of their turned professional. but an updated form of opinion lifestyle, connects with aspirational How does the influencer leader. individuals seeking to emulate this arrangement work? behaviour and live this lifestyle. Early work into political influence These Social Media Influencers Historically celebrities were conducted by Lazarsfeld and (SMI) have been named a ‘type of contacted via their agent and Katz (1955) identified the notion of independent third party endorser the same is true of the mega the opinion leader – an informal who shape audience attitudes influencers, although some micro expert trusted by their peers. The through blogs, tweets, and the use influencers have started engaging well-known Diffusion of Innovations of other social media’ (Freberg agents, it is still possible to contact theory developed by Everett Rogers et al., 2011, p90) and although them via social media and start a in 1962 (Rogers, 1962 identified five celebrities can be influencers, conversation. adopter categories for the success influencers might not be celebrities, of new products, one of which was The influencers are expected to which is why we have seen the Early Adopters who Rogers stated have a range of social media growth of the ‘micro-celebrity’ were opinion leaders that were channels – such as Instagram and – someone not known for their motivated to adopt new products YouTube – on which they provide appearance in blockbuster films, and seek information before others. constant content to retain their sporting prowess, commercial audience and their brand. It is often In a marketing environment achievements or other skills, but fashion, food, venues, games that where traditional media such someone who is famous for simply are being promoted to a younger as newspaper readership and being famous. audience. terrestrial television viewing has What types of influencers exist? decreased, new methods of Fees for engaging influencers range communication have emerged There are distinctions between from £2,000 to post several photos through social media networks such those gaining a reward from of themselves with a brand, or as WeChat, YouTube and Instagram product endorsements to in a certain shop, to £1 million to which has seen the growth of Key those sharing feedback for the endorse and use a product that Opinion Leaders (KOLs), micro- benefit of others. Influencers is promoted on all their channels. celebrities or influencers who are are recognised as those whose The fees depend upon the degree being engaged by organisations purpose is to generate an income of influencer. Influencers are often to promote their goods due to from their personal brand, and used for brand awareness, although the nature and size of their online are different from people of some influencer campaigns are following. interest (such as members of royal about generating sales and include

22 marketors.org WORSHIPFUL COMPANY of MARKETORS discount codes, special offers and clear what is – and is not – paid for tools such as https://socialblade. time-limited competitions where the and as a result the positive images com and https://dealspotr.com results can be tracked. or shared endorsements could be that indicate authenticity) deceptive or hidden advertising. Success and failure • Consider smaller influencers who Ironically, research has shown that may have a more authentic One notable failure was when is better to provide full disclosure as following Scott Disick (married to a member this reinforces the personal brand of the Kardashian family) shared and provides greater credibility for • Consider existing fans or followers a post (online update) promoting the brands promoted. who might re-share your content a protein drink that included the In fact, in 2018 the United Arab to a wider audience instructions from the agency about what time to share the message! His Emirates (UAE) created new • Ensure all posts by influencers followers reacted badly and several legislation so that influencers must include #ad or #sponsored register and obtain an operating commented that he was clearly • Don’t hire an influencer simply paid to promote the drink – the post licence. As it has become more challenging trying to access because lots of people follow did not state it was sponsored or an them and they will talk about advert. or influence some audiences – especially younger people – your brand when paid – they Successful influencer campaigns influencers are here to stay. Their may have no interest in your include a long list of make- lifespan depends on their ability to brand up brands that have used Kim retain their audience. • Don’t hire an influencer for a Kardashian, or UK-based Zoella one-off campaign – longer- (Zoe Suggs) showing how she The question is whether we regulate term arrangements are more uses the product in a step by step this market, following the example successful YouTube tutorial. Influencers are in the UAE or do we educate those not limited to the UK and USA – the likely to be influenced, so their • Don’t assume that the influencer cosmetics brand M.A.C. sold out of choices are better informed? will read all the information sent limited edition lipsticks to Chinese Tips for successful influencer to them before the event customers through a successful marketing influencer campaign connected • Don’t hire an influencer who has to characters in a popular mobile • Have a specific agreement that worked for your competitors, game. contains measurable results as they’ll probably move to the next well as the specific activities competitor after your work has To regulate or educate required and the time period finished Our codes of practice make it • Ensure the influencer is fully • Don’t hire an influencer that clear that sponsorship should be briefed as to appropriate doesn’t fit with your brand – declared. Yet not all influencers attire, language and overall check their online posts to see follow these guidelines and a demeanour that connects to the if they resonate with your brand much-debated ethical issue brand values values within the area of influencers is that the commercial relationship • Check the influencers are • Don’t use an over-complicated between the parties may not genuine – some disingenuous or lengthy hashtag in an be disclosed. This has resulted in people buy followers to look influencer campaign – keep it blurred boundaries where it is not more impressive (there are free very short and easy to type

First introduced in the centre- well beyond our own members. It is The Pink Pages fold in the Summer 2018 Issue of also made freely available to read Marketor, these distinctive pages in online through our website. the magazine form an occasional One of our Company aims is to give section that concentrates on support to the City and the wider advancing and sharing knowledge Livery. It is hoped we play a useful of our profession. educational role in showing how They variously include lectures the marketing profession is coping on aspects of marketing given with new legislation, adapting to by, or given to, Marketors as well embrace social media, and seizing as short papers mainly, but not on opportunities presenting in exclusively, written by members of tomorrow’s markets. our Company. If you would like to submit a The magazine is distributed to all marketing paper for possible livery companies in the City of publication, please contact: London and the readership extends [email protected]

MARKETOR WINTER 2019/20 marketors.org 23 Sooner or data… the GDPR will be viewed Chloe Webb as a positive turning point in marketing Freeman

GPDR – four letters that continue to grounds they are processing the strike fear into the heart of many in data); it forced a change in mindset. the marketing profession. Marketers In the past, quantity was very much have had to re-examine many prized over quality. In addition, lists of their well-established industry of customer emails could be bought practices to ensure compliance. and used for distribution with little Pre-GDPR, marketers held a lot of regulation. This resulted in huge power and could use data with amounts of, and an over-reliance few restrictions. This naturally led to upon, lazy email marketing. You resentment from customers of the sought to send your campaign to as “batch and blast” style of direct many people as possible in order to marketing. Advances in technology generate clicks and responses, and were far in advance of the previous even a response rate of 0.5% was regulations which came into force regarded as good – just one person be considered as an element of in a world before the smartphones in 200 sufficiently interested in your customer service. In fact, in a world were even launched and when product to respond. of newly empowered data subjects voice assistants were something Now, under GDPR, marketers need (aka customers) it is one of the most found only in sci-fi. to take a more considered multi- important along with after service or product delivery. The GDPR We now have a wide variety of channel approach both on and significantly increases the rights of digital channels to engage with offline. While the regulation is positive customers as data subjects. Brands target customers; combined for consumers – who can take back need to be aware of this power with the ability to capture and control of their data and reduce in the customer’s hands as we all analyse increasingly huge sets of unsolicited email – the list brokering know that poor customer service customer data not only about the industry has been severely impacted has ramifications. As we move into transaction itself but also of buyer by the GDPR. The risk of purchasing an era of buying experiences rather behaviour pre and post purchase. a list of non-compliant leads can be than just simple products or services This allows marketers to position considered too high for some. their product or service at exactly As always, where there is change in from brands, data protection the ‘right place at the right time’ the market, opportunity is also to be compliance must become part of by having the intelligence at their found. Royal Mail have capitalised that experience. fingertips. The marketing holy upon GDPR with their campaign to Regulation should not be viewed grail of understanding both why encourage businesses to move from as an obstacle to creating an customers purchase as well as why email to postal mail marketing. This experience – instead it can help they abandon their shopping carts is a reversal of fortune for an industry towards improving campaign return looked increasingly achievable. previously overtaken by technology on investment. Referencing back The introduction of the GDPR has that has found a significant source to the ‘batch and blast’ era, it’s a helped to empower the customer. of new business from risk-adverse complete reversal to quality not It is ironic that in the months leading organisations. quantity. Campaign conversion up to May 2018, the regulation One of the key pillars of the GDPR rates should be higher if you are only that was specifically designed to is to ensure that a customer’s data targeting those who actually want target unwanted marketing email, is treated in accordance with their to know about your brand and have actually generated a deluge. My preferences. At the risk of stating the taken the time to opt-in. inbox overflowed with emails from obvious, successful brands should Surely allowing customers to self- companies that I had not heard be doing this anyway to retain their manage their data preferences from in years telling me it was now customers. Marketers must ensure online is the biggest gift that or never to stay in touch. Like many, that one of their brand values is the GDPR gives to marketers as I used inaction as an opportunity to trust – trust in the fact that consumer customers are self-segmenting. The clean-up my inbox and removed data is secure and will only be used data which customers freely provide myself from many mailing lists. for agreed purposes. Continued in a transparent data capture form is During those months (and the year compliance is an opportunity for a much easier and lower risk for brands before) as a marketer working on touchpoint with customers; a way to to control and process compliantly. It a GDPR marketing compliance keep in touch using regular check- is also easier to deliver at scale than programme, it felt as if GDPR was in or nudge points with your brand. datasets permissible under previous haunting me. Now that marketing Having to include wording such as regulation. emails can only be sent either with “why am I seeing or receiving this?” Before you get too comfortable the recipient’s positive consent prominently in campaigns brings a though, watch out for the ePrivacy or under legitimate interests (a personalised element to customer Directive which is the next potential documented process requiring service. regulatory change in the pipeline for companies to demonstrate on what Data protection compliance should marketers.

24 marketors.org WORSHIPFUL COMPANY of MARKETORS The role of powerful brands in David Pearson creating shareholder value Past Master

As reported previously in Marketor, rights such as product design rights, • a deep and quantitative the Marketors’ Trust is supporting packaging and a host of other understanding of how the market the Museum of Brands’ Professional assets; the Guinness recipe or the works Development Programme. As Mercedes engineering processes • proper, needs-based part of this, on 11 November 2019 are examples. The third level is the segmentation Liveryman Professor Malcolm holistic company or organisational McDonald gave a lecture on brand; everything from R&D through • differential offers, positioning and branding’s role in creating value, to after sales service manifests itself branding taking into account of the time in the value proposition being made It is noteworthy that all the world’s value of money. to the customer. Whatever has a great and longstanding brands get At the outset, Malcolm made it name on it is the brand. the first two of these right. clear to his audience that he had For Malcolm, most so-called brands no intention of doing what most His main point was that the are “pimply little me-too” products, corporate brand creates super marketing speakers do, which is to because according to McKinsey blather on about Apple, Facebook, profits (the risk-adjusted net free as well as his own research, fewer cash flow in excess of the cost of Coca Cola and the like. With their than 5% of UK companies have multi-billion dollar budgets for capital). He then demonstrated quantified value propositions. This promotion such companies are far a quantitative method he had means in the main they get bought removed from the majority in the developed working with the on price because customers can UK. Chartered Institute of Management buy a similar product or service Accountants for evaluating whether He stressed how much the world anywhere. a corporate strategy, represented has changed from when he was He stressed the importance of by the brand, creates or destroys Marketing and Sales Director of emotions in branding and gave shareholder value. Canada Dry. Today all products are excellent, so any competitive some amusing examples of these, Professor McDonald concluded advantage has to emanate from such as the extravagant claims by saying “in the current dark and the way companies relate to made by manufacturers of golf gloomy firmament of marketing, their markets. The brand plays an clubs. He further gave a reference great brands create light and hope enormous part in this. He provided from a neurological journal that for us all. But to build a great brand evidence that in the US alone, over confirmed that consumers and demands continuous innovation 75% of all corporate value resides in customers buy many products around the core, the need for it intangible assets; that is intellectual and services for purely emotional to be made famous and easy to property (IP) including trademarks reasons. buy, and the whole organisation must live the brand at all touch and the value in goodwill. He Describing the fundamental points. It requires years of hard explained that brands are far more marketing conditions leading to work and creativity and a deep than just logos and worthless unless the performance of super brands, they create competitive advantage understanding of customer needs.” Malcolm has found 127 scholarly for their owner. references to prove that long run A lively Q&A followed to complete The next level of corporate value financial success is related to the a most enjoyable and educational lies in that bundle of associated IP following: evening.

MARKETOR WINTER 2019/20 marketors.org 25 The 2020 CMO in the Digital Age “Plus ça change, plus c’est la Findings 2. Herein, however lies demographics. Our view is that it the principal dichotomy facing the has to be recognised that these même chose?” marketing community. were never effective ways to segment markets. Needs-based Karr J B A. Les Guepes, 1849 The problems and the solution. segmentation has always been Background Much was made of traditional, the bedrock of effective marketing rational, logical, step-by-step strategies and this report refers in The Knowledge Development approaches to developing the literature review to the growing Committee of The Worshipful marketing strategies becoming less importance of segmenting on the Company of Marketors relevant due to the rapid changes basis of attitudes to technology commissioned Professor Stan in market development. Modern and the subsequent behaviour of Maklan and Dr Carmine Basile CMOs see their role as guiding customers. of the Cranfield University School and inspiring thousands in their of Management to undertake a firms to communicate consistent Findings 4. Cross-functional working research project on “The role of brand values and messages. The is becoming a key skill and an the chief marketing officer in the problem with doing this, however, is important part of the CMO’s role. emerging digital economy”. that new competitors are entering Although not a core finding, this with unfamiliar tactics. Boundaries This article does not seek to give a report confirms this crucial element are blurred and CMOs feel a synopsis, only some observations of a CMO’s role. They have always profound sense of unease about on the report by Professor Malcolm had at least two principal markets decentralisation and the uncertain McDonald as a member of to address – the customer market business model they face. As the The Knowledge Development and their internal market. It has report states: The dilemma facing Committee. never been possible to deliver CMOs is “how to maintain an value to customers without the For a copy of the full report, please integrated and coherent approach active involvement of most other to the market”. go to the Marketors website. corporate functions. Given the bit.ly/MarketorsCMO Although not in the report, we points spelled out above about Findings 1. Logo manager or should like to comment on the the problem of fragmentation and customer relationship manager? above. An article in Catalyst by decentralisation, this skill seems Jarrett J in July 2019 compares destined to become even more Inter alia, the report outlines two this situation as being like a important in the digital age. extreme scenarios. One such human without a brain, who In conclusion: dramatic, dichotomous, tongue- would be just a collection of in-cheek comment in the report activities that cannot operate. Marketing’s role is changing and suggests that a possible option is Likewise a global marketing team the traditional customer-relating role to leave marketers to manage the needs a strategic plan, a north is now shared, creating new offers logo, leaving the real business of star to gather round, something with technologists and customers. managing customer relationships to that will guide compliance and Hence, marketing planning is more data scientists! Against this scenario accountability. So there remains emergent, with CMOs orchestrating is that of the traditional CMO a need to put in place consistent the customer relationship more being the leader of the customer processes, systems and tools to than managing it. New disruptive connection, with data scientists in a enable marketing organisations to competitors enabled by technology supporting role. maximise effectiveness. Thus, the have made it harder to get a fix on need for strategic planning will them, and to react to them. The most progressive CMOs see the change in nature, but will always digital environment as providing be a required skill of CMOs. In other The fundamental principle of unprecedented opportunities for words, we need to get back to marketing is market orientation adapting to the ever-changing the fundamental foundations of and the key role of the CMO is needs and wants of customers and marketing strategy development. still customer- relating. That is the their expectations of immediacy strategic leadership job that still and convenience. While the report Findings 3. Market segmentation needs to be done. CMOs just need stresses the tensions between IT, remains a fundamental foundation to be more tech savvy in order data scientists and marketers, the of marketing strategy. to understand what data and reality is that it does not matter The main report refers to this technology can do for creating what job titles are attached to only in the literature review, value for customers. Data will the traditional role of market therefore is not a report finding as always remain as just data without and customer sensing and the such. The literature review does a skilful marketing brain to turn it development of value propositions nonetheless raise the issue of into relevant customer strategy, as long as this crucial role is being traditional forms of segmentation hence the title of this article with the fulfilled. such as socioeconomics and question mark after it.

26 marketors.org WORSHIPFUL COMPANY of MARKETORS Glyn Cartwright Chairman, Annual City Lecture 2019 Knowledge Development Committee

Numbers Can’t Beat Emotions rational elements to be emotionally He then went on to identify the different? tremendous success his organisation Presented by Tim Delaney of Leagas had had adopting this emotional Delaney, at the Painters’ Hall on Human beings are complex appeal approach to major 17 October 2019. individuals with complex motivations and prejudices. These observations brands. These companies included Once again this was an excellent must be taken into account when Barclays, Adidas, Patek Phillipe and lecture. The speaker was introduced planning a brand promotion in Timberland, all great success stories. to a full audience by Master order to facilitate the satisfaction In summarising Tim stated that the Andrew Cross. deeply rooted in long lasting moral of the story is simple. “Emotion Tim Delaney commenced by emotional desires, thus helping isn’t just about plucking heartstrings explaining he had been in facilitate brand loyalty. or not being rational. These Pictet marketing/advertising for most Tim then went on to relate this to ads are about protecting your of the time he had been on the the City financial sector which brand that has a mystique. The planet. He went on to introduce contributes 24% of our GDP. In his data would have told them to build words that he felt, without which, opinion this industry has not been a CRM programme to connect marketers may become dinosaurs: serviced well by his own industry. with their high net worth individuals. they were BOT, AI, programmatics, This could be primarily because But we wanted the brand to feel A-B testing, influencer, scaled no one in advertising understands as influential and sophisticated personalisation, AR, attribution finance. as the bank undoubtedly is. modelling and native advertising. This is achieved by a constant All of which he felt were incredibly Tim went on to explain his stream of thought-provoking small useful at doing something we’ve organisation’s own mantra – that conversations about values. never been able to do before; of ‘it’s only an idea if it changes a target an individual on a mass basis business’. Yet in the City the major What marketers must not do is let and then if we feel like it target players seem to have provided data be the loudest voice when them again. Data enabled us to do little emphasis on this emotional creating a comms architecture. Or this thanks to the likes of Facebook, engagement with their potential believe that the relentless hunting Instagram, Google and many customers. Perhaps this could be mechanism of an algorithm with others. because financial institutions can dubious click through rates is any make millions in seconds with a ¼ of kind of substitute for human brand The sheer quantum of the data a point interest rate change. relationship. Or to give ourselves available to marketers is awesome. over to the coldly objective view However, in spite of that large There isn’t a market segment or that technology has won, and organisations have spent billions on geographic region that escapes its that consumers are just so much glossy ads and campaigns targeted collection. So armed with all this, numbers fodder. what does this mean for the future at strengthening their brands. It is of marketing? Tim’s view that these ads have not There then followed a series of progressed in the last 10 to 20 years questions, which once again Some people believe that in this in terms of forming emotional bonds highlighted the varying views of the age of technology data is going with their customers. This leaves marketing community. The Master to fix everything. This prediction them exposed to new entrants brought the evening to a close with is something that Tim went on to coming into the market who were a big thank you to Tim, for what question strongly. He commenced somehow better able to form a was an interesting and thought- this challenge by reiterating connection with today’s consumer. provoking lecture. his view that sales take care of today, marketing of the future. This highlights the need to plan for the future including things like pricing distribution scaling, which in themselves are rational and manageable parts of the brand’s life. However, possibly more important than these rational elements is personality and emotion which are often irrational. So how do marketers plan for this irrational reference? And can you plan for this irrational reference the same in Tasmania as it is in Alaska? How do Tim Delaney you differentiate something that has

MARKETOR WINTER 2019/20 marketors.org 27 Glyn Cartwright The Knowledge Development Committee Court Assistant

When I was informed that I had current marketing challenges and at the BAM (British Association of become the Junior Warden-elect, opportunities, but also to stimulate Management), conference Aston I was filled with emotions of pride and discussions, with the output being University where he was keynote privilege. I look forward to providing ‘what are the implications of this topic speaker, a presentation to the Levitt continued support for the Worshipful for Marketors?’ group in the centre of London Company of Marketors. My only which generated 17 applications for It is the objective of the committee to regret being that I will have to do step mentoring and his presentation at produce 12 pieces during the year, back from my position of Chairman the Brand Museum relating to brand which may not only be published in of the Knowledge Development value. the Marketor and featured on our Committee (KDC). website, but also communicated to One of the other objectives was The KDC has been operating for the wider marketing audience, via to facilitate the commencement just under two years and I am articles, published papers, internet, at of the members of the WCoM, delighted with the progress made. conferences, seminars or discussion issuing one blog a month on current More importantly I have thoroughly meetings. and relevant marketing issues. The enjoyed the contributions of all the terms of reference for this and the In order to achieve this the KDC must team within the Committee. The management process to commence work closely with the Communications fellowship and enjoyment that we it are now awaiting approval prior to Committee and Whiteoaks in order to have all experienced has made these commencement. achieve maximum impact from these two years very special for me. pieces of work.‘ The KDC developed a questionnaire If we examine what has been for students that completed at the So how did we do? achieved by the KDC, it may be recent City Careers Fair that the appropriate first of all to look at the We commissioned and delivered a WCoM attended at the Guildhall. objectives we set ourselves when short paper relating to the potential This was received successfully by reforming this committee: impact of big data on the role of the 107 students to complete the marketing. In order to facilitate this questionnaire. Rather than just leaving ‘The objective of the Knowledge we have enlisted the help of two it at that, one of the KDC Dr Sunila Development Committee is to leading academics from Cranfield Lobo is analysing the feedback from promote the value and raise the Business School. A summary of this limited research, in order to try profile of marketing to organisations, this research together with the ‘so and identify any potential emergent regardless of their size or market what’ are the implications of this themes. sector. the marketing, as seen by the KDC, In relation to helping raise the profile This committee aims to bridge are also contained with this issue of of marketing around the board table, the gap between academia and Marketor. we have the help of David Elmer, practice by producing a series of: One of the things I found most Ian Ryder, David Pearson, Omaid White papers: an authoritative report interesting about our analysis of the Hiwazi, Malcolm McDonald and Mike that informs readers concisely about implications of the outcomes of this Ricketts. We have also helped form a complex issue and presents the research was that they varied from closer links with Oxford, Cambridge issuing body’s philosophy on the the interpretation that the authors and Aston universities as well as the matter. In business, a white paper of the research would have put on CIM. is close to a form of marketing these findings. I would like to take this opportunity to presentation, a tool meant to In my opinion this highlights my view thank all of the team within the KDC persuade customers to promote a that marketing is an art form and not for their support and contribution. product or viewpoint. a science, and that different people, The quality of the debates that Opinion pieces: articles published depending on their background, we have had both at the formal in a newspaper or magazine that experience and a priori expertise will meetings, but more importantly at mainly reflect the author’s own see different things from the same the informal meetings, have been opinion about the subject. These are data. You can gain access to the full some of the best I have experienced frequently published in periodicals report from the WCoM website and in relation to the value of marketing. and are usually strongly worded. form your own opinion relating to that I am confident that with such a good ‘so what’ question stop. team on board, this work which has Blogs: platforms where a writer or only just started will be continued and group of writers share their views In relation to spreading the word taken to the next level. on an individual subject. They can of both the value of marketing be about any topic and express around the board table and As a final note I would ask any opinions from everyday activity such indeed the value of the WCoM, Marketors that are interested in as waking up to major issues eg: the inroads we have made into contributing to the KDC, perhaps not human rights, climate change. Blogs this have been significant. This has on a full-time basis, but specifically promote reader engagement and been due particularly to the efforts in areas where they have expertise readers get a chance to comment of Liveryman Professor Malcolm and interest, to let us know in order and voice their different concerns. McDonald, who has represented the to continue to facilitate the quality of Aimed at not only assessing key and WCoM presentations he has made work that is being produced.

28 marketors.org WORSHIPFUL COMPANY of MARKETORS David Williams Insight into The City Livery Club Editor

City Livery Club is a social club Dr Trevor Brignall. The installation Adèle’s focus for the coming for those who like to meet ceremony and subsequent year will be in exploring the other and mix with freemen and dinner at Butchers’ Hall was religions and cultures which exist liverymen from other livery well supported by several in London and there will be a companies. It provides other Marketors too, chance to participate in services a broad programme including Master in a Hindu temple, a synagogue, of events both formal and informal, also Andrew Cross and the City church. This is as well with various sectional with Past Masters as a holiday to the Oberammergau interest groups. The Michael Harrison, passion play, watching a Maori Club motto is Uniting Andrew Marsden concert, a Norwegian lunch, a visit the Livery, Promoting and David Pearson to the Turkish ambassador’s home Fellowship. in attendance, as and a Brazilian restaurant with The club provides well as the Clerk John entertainment. These are among private daytime Hammond and Liveryman the many events this year at which premises in the City where Valerie Boakes, herself a Past members from a mixture of livery members can meet, dine and President of the Club. companies can meet. exchange views in comfortable surroundings. It also has a number of reciprocal arrangements with other clubs in London, the UK and abroad. The City Livery Club was founded in 1914 and is privileged to count the Rt Hon The Lord Mayor as Patron, and HRH The Duke of Edinburgh and HRH The Princess Royal as Honorary Members. Membership is under £300 a year. Adèle Thorpe, Honorary Liveryman and a former Clerk to the Company, was installed as President of the Club in November, taking over the role from another Marketor, our Middle Warden-elect Dr Trevor Brignall receiving Past President’s medal from successor Adèle Thorpe

The Root and Branch Award

The City Livery to judge and moderate promotes the good work of the Club celebrated its nominations for the award Livery as a whole; providing positive centenary in 2014 by from across the Livery. stories about the Livery’s impact instituting an award to Livery companies are able upon wider society and the social recognise ‘exceptional to nominate liverymen who and philanthropic purpose of the service within and across the they believe are worthy Livery. Livery’. of recognition by the City How does the Award benefit the The Root and Branch Livery Club. The deadline winner? Award is unique in that it for the 2020 award is 9 April is the only pan Livery award 2020. See: cityliveryclub.com/ The Root and Branch Award Medal and in just four years it has award/ is usually presented by the Lord become a hallmark of The Root and Branch Mayor at the City Livery Club’s excellence for liverymen who Award has rapidly gained annual civic luncheon. The winner have supported the wider visibility among the livery also receives a certificate and aims of the Livery in a truly companies as a means of twelve months of membership of exceptional manner. shining a light on the work the City Livery Club. The winner is In uniting all the livery companies of stand-out liverymen. In further invited to nominate a charity promoting fellowship the City Livery addition to the accolade that falls to which the City Livery Club will Club is perhaps is ideally placed upon the winner, the award also make a donation of £1,000.

MARKETOR WINTER 2019/20 marketors.org 29 Major Nick Heppenstall MBE Officer Commanding 1 Squadron Outreach case study: Graham Storey 1 Squadron, 10 the Queen’s Own Gurkha Logistic Regiment Liveryman

For a two month period last A few days later a meeting held sequence of planned actions summer, the Marketors undertook a at the City Livery Club included couldn’t fit the timescale which was significant Outreach project. the Master, a Past Master and a given, part of the team worked the Commanding Officer of the on the branding which needed Formed on 15 February 1870 Squadron who, to allow fast brand definition input and graphic in Woolwich, 1 Squadron is the oldest in the Royal Logistic Corps communications, had decided artist output. Simultaneously, part and in 2020 will commemorate its to also be the Squadron’s project of the team did the targeting and 150th Anniversary. This anniversary manager. In view of the fundraising identification of potential funding represents a significant milestone targets, it soon became clear donor groups. Yet another part of for an organisation that has that the most likely source of the team developed the offer to contributed to countless military funding would be businesses and the funding donors while another operations in support of the British not individuals. Many questions researched the commercial market Army. were asked, such as which for such offerings and planned how all these elements would come A team from the Marketors, led together within the four remaining by the Master Andrew Cross weeks left before the first delivery and Liveryman Graham Storey, date had to be achieved. supported the Squadron in the design and production of a brand While all this was happening, the identity for the anniversary and Squadron was engaged on Civic also helped generate a fundraising Duties in London, which meant that strategy. the Squadron was providing the ceremonial guards for Buckingham From the time when the Company Palace and St James’ Palace. On first received the client brief to the certain days, (the dates could first date when initial deliverables not be moved) decision makers had to be ready, we had less from potential donor companies than 5 weeks. The objectives were could be invited inside to watch to provide marketing and also fund raising assistance to support the ceremonial from ‘behind the a Commemorative Expedition scenes’ while being offered thought to Nepal in January 2020 with out, well presented reasons to an Anniversary Gala Dinner the encourage them to provide the following month. The fundraising required funding. To add to the target was substantial and had to environment in which the team be achieved from a standing start. companies would be likely to find was operating, President Trump the substantial sums required, arrived for a State visit to London. The Master outlined the brief, where their decision makers were The Squadron’s CO had many circulating the details to those in based, what would they want in additional ceremonial and hosting the Company likely to be able to return, how would be best way duties which sometimes meant that contribute to hitting the objective. to approach them etc etc. With the team had to make full use of Once a team was in place, he a willingness to find solutions and the hours found in a day. suggested “that we arrange a a clear objective, a planned The team achieved its objective team briefing meeting and a sequence of action points by brainstorming session to establish partnering the Squadron with individuals emerged. the required deliverables against individual funding sources and proposed timelines”, adding “we do The solution, agreed at the planning within the challenges of the need to move quickly”. meeting, was quite simple. As the timescale.

30 marketors.org WORSHIPFUL COMPANY of MARKETORS Past Masters meet in New Zealand

Following their attendance at the wedding of their son Liveryman Jo Williams in Sydney, Past Master the Reverend Sally Muggeridge and husband Liveryman David Williams visited Christchurch, New Zealand in November. They were met close to the airport by Past Master Geoffrey Naylor who has lived in New Zealand for many years following his retirement. Geoffrey was Master back in 1987 and is currently the Senior Past Master in the Marketors. Geoffrey took Sally to see the famous Cardboard Cathedral erected after the extensive damage to its gothic style Christchurch Cathedral caused by the 2010 and 2011 earthquakes. Christchurch is still cautiously recovering from massive devastation to its centre. Now at the age of 94, Geoffrey New business book is remarkably active, still driving and maintains a close interest in by Keith Arundale the Company. He was delighted to receive a hand delivered copy Past Master Dr Keith Arundale has 20% Discount Available With This Flyer! of our history Marketing helps authored a book published by Everyone. Routledge making a comparative study of investment practices in In their flat Geoffrey and Alison still Europe and the USA. proudly display the photo taken Venture Capital when Master and Mistress as well as Called Venture Capital other Marketors mementoes. Performance, the book provides Performance an in-depth understanding of the One tale recounted by Geoffrey various structural, operational was that his Master’s Badge was A Comparative Study of Investment Practices and wider environmental factors stolen from his car while on holiday that impact on the performance in Europe and the USA in Spain – he had only taken it difference between UK/European as having an official function to and US venture capital funds. Keith Arundale attend in Portugal as Master. A new badge had to be commissioned The book is largely based on his Series: Routledge International Studies in Money and Banking as a replacement. It is not the only doctoral research for the PhD Master’s Badge lost over the years gained at Adam Smith Business This book provides the reader with an in-depth and one might surmise whether School of the University of Glasgow, understanding of the various structural, operational any of the jewels will eventually reported in the Summer issue of resurface. Marketor. and wider environmental factors that impact on the performance difference between UK / European and US December 2019: 256pp VC funds. The study is unique in that it provides, for the 13 illustrations first time, a holistic and extensive analysis of the entire MARKETOR WINTER 2019/20 Hb: 978-0-367-33161-0 | $140.00marketors.org 31investment process from sourcing deals to exiting eBook: 978-0-429-31821-4 deals specifically contrasting Europe and the US in terms of the variables pertaining to the investment TABLE OF CONTENTS: process and the impact on the fund performance. The characteristics of the better performing funds in Europe 1. Introduction and US are also investigated. 2. The European / US gap in venture capital fund performance 3. The factors that impact on venture capital fund Dr Keith Arundale is a university lecturer, executive performance trainer and consultant in private equity & venture 4. Theoretical considerations capital. He was awarded an Adam Smith Business 5. Research aims and methodology School prize from the University of Glasgow for his 6. Structural differences doctoral research into VC fund performance in Europe 7. Operational differences and USA. 8. Wider environmental differences

9. Characteristics of firms with better performing funds

10. Summary and conclusions

20% Discount Available - enter the code FLR40 at checkout* Hb: 978-0-367-33161-0 | $112.00 * Offer cannot be used in conjunction with any other offer or discount and only applies to books purchased directly via our website.

For more details, or to request a copy for review, pleaseFor contact: more Christianainformation Mandizha, visit: [email protected] www.routledge.com/9780367331610 Mike Ricketts Liveryman, Company Improving the Marketors IT Services Information Officer

In setting out to write this article I So if a liveryman suddenly has two Currently though there is very little am reminded of my favourite Bob hours spare on a Sunday evening use made by liverymen of these Dylan song ‘the times they are a he/she can get on with the project systems. Some of the reasons for this changin’. This was forcefully brought that they have volunteered for and is that each system looks and feels home to me when attending the if this involves creating a document different to use. Each requires its Master’s Installation dinner back in or presentation they can post it to a own username and password which January. Stepping out of Liverpool file that the rest of their committee has caused considerable confusion. Street Station I discovered that all or the company can see. Because each is a stand-alone the landmarks that I navigated by system information becomes siloed in the 2000s had been completely The first step in introducing this and this puts a brake on the free flow obliterated. I thought thank strategy was to set up a trial of information across the Company. goodness for Google maps. using EventBrite for the 15 event Lastly many of the processes are Technology saved the day and directors led by Carole Seawert. based on the use of email. To resolve importantly much time. An event director, sitting in their these issues a project is currently study at home, or in a hotel room underway to combine all three I was reminded again of this in Singapore now has total control systems into one virtual system with a Master’s Installation incident over setting up and managing their common look and feel and a single and how technology can save event. EventBrite also has some very username and password. This will valuable time when I looked at useful features such as sending your result in each liveryman having at the Marketors’ management guests a reminder that they are her/his fingertips immediate access organisation set up by our first attending a Marketors’ event with to their personal information plus Master, Reginald Bowden, back you and supplying them with a map appropriate company information at in 1975. Though this structure has to find their way through those dark anytime and anywhere they might proved successful and has stood alleys to that sumptuous livery hall. be in the world. the test of time, the lifestyles of our volunteers who do much of the In addition, a second project will work to sustain the company have The Company has a be starting shortly which will provide changed dramatically. Liverymen complete electronic each committee with its own who are currently working are now storage area for working documents working harder than ever before record of all the with the objective of supporting and the topic of work life balance decisions that it has interworking between committee has been replaced by the idea that members. if you enjoy your job it isn’t work. made The two projects together will create a working environment where liverymen can at the touch of a few Volunteers need to Over the years the Company has buttons easily update their personal invested a significant amount profiles, look up the contact details be given the IT tools of money in three IT systems: of another liveryman, access to do the jobs that the firstly a website for promoting information on events, book places the Company and publishing on events, find out what’s on the Company is asking information to liverymen. Master’s mind by reading his or her them to do Secondly a Customer Relationship blog, read the Marketor, access a Management System (CRM) for committee project file, know that holding personal information on they are working on the latest copy Lifestyle changes are having a all liverymen so enabling the Clerk of a document and download major impact on our Company so to manage every aspect of the committee minutes and agendas. we must find time-efficient solutions Company from paying bills and to enable many more of our collecting quarterage fees to The days of having to liverymen to volunteer as none of us storing the information needed to scroll down your past have the time that our counterparts produce a member’s directory. had in the 1970s. When I took up Thirdly the Company has a emails for that vital bit this role, I was very aware of social repository for archiving important of information will soon changes, many impacting me documents ranging from Court directly. With this in mind, I sought to minutes to photos of great events. be over develop the Company IT strategy In this way the Company has a around a simple concept, and this complete electronic record of all The days of having to scroll down is that volunteers need to be given the important decisions that it has your past emails looking for that the IT tools to do the jobs that the made and information that a social elusive one which has the vital bit of Company is asking them to do in historian in two hundred years’ time information you now need at 9pm the time that they have got to do it. may be interested in. on a Friday night will soon be over.

32 marketors.org WORSHIPFUL COMPANY of MARKETORS Bookshelf… Dr David Pearson Rebel Ideas: The Power of Diverse Thinking by Matthew Syed Past Master

team of four then provided your men can pass the baton to each other you simply want the fastest four men over 100 metres you can find. And if they’re all Jamaicans of African descent then so be it. But we are naturally attracted to like-minded people. It was Plato who coined the phrase ‘birds of a feather flock together’, though one suspects it didn’t rhyme in Ancient Greek. Syed demonstrates that the vast intelligence forces of the US failed to detect the plotting and actions of Al Qaeda because of a lack of cultural, and therefore cognitive, diversity in their ranks. CIA people all In this book best-selling author thought the same way. They could different. and Times columnist Matthew not put themselves in the minds of Syed presents a radical blueprint Muslim terrorists. So when Osama The organising concepts in Syed’s for the future: one that challenges Bin Laden declared war on the USA book are holistic. The collective hierarchies, encourages and Israel, Muslim fundamentalists brain. The wisdom of crowds. constructive dissent and forces us around the world were inspired, Psychological safety. Recombinant to think hard how success really while CIA operatives only saw a innovation. Homophily. Network happens. Syed draws upon cutting- scruffy Saudi with a beard squatting theory. The dangers of fine-grained assorting. The content of these edge research in psychology, by a camp fire and could not concepts emerges not from the economics and anthropology, and believe he was a threat to the parts, but the whole. This is crucial takes lessons from a range of case USA. Bin Laden’s genius for PR sent in an era where our most pressing studies, including the catastrophic the strongest of messages to his problems are too complex for failings of the CIA before 9/11. growing group of followers. Muslim believers know that Mohammed individuals to solve; an era where Syed is careful to distinguish the kind sought refuge after escaping his collective intelligence is moving of diversity which can be a function persecutors in Mecca and that front to centre. of social engineering, based his vision of the Koran occurred But in a sense this has always been mainly on demographic factors, while in a mountain cave. A Muslim true. The dominance of humans from cognitive diversity. The son therefore saw Bin Laden as if he was over all other creatures comes from of a Pakistani father and a Welsh like the prophet. An intelligence our relatively bigger brains. They mother he is perhaps on stronger agent saw him only as primitive. are four times the size they were in ground than most of us to explain The CIA could not and did not see early man. Great ideas drive bigger this. It is not a box-ticking exercise this difference of perception and brains and it has been the diversity but rather dependent on context. so ignored the threat. With some and collectiveness of brain power If, for example, you want to pick an Muslims of Arab descent among that has provided the driving force Olympic 100 metre relay winning their ranks it might have been to this human dominance.

Recognition for our Sponsors Michael Harrison and how we can add value for them Past Master

James Hambro & Partners members to look at their their families James Hambro also (independent Wealth Management website https://www.jameshambro. manage investments for charities Group) support the Marketors’ com Should you have any doubts and not-for-profit organisations. Annual Golf Day at Verulam as about your current financial advisers Many of our members are involved well as contributing to the cost of with these and might find an and/or investments, make contact Marketor – and we are delighted independent review valuable. and see what James Hambro might to welcome them back again as Mention your membership of the sponsors for 2020. So surely the least do for you. Marketors – you never know what that we can do is to encourage In addition to private clients and benefits might result!

MARKETOR WINTER 2019/20 marketors.org 33 Members invited to propose Diana Tombs good causes for giving Court Assistant

The Marketors’ Trust now has Although our Trust Deed allows us sufficient reserves to be able to scope to support any charitable expand its giving initiatives beyond purpose, our primary aims are our historic activities, which have to direct most of our giving to generally been focused around purposes connected with the looking after our own Members promotion of education and in need, as guided by the training in Marketing, the promotion Almoners, our educational awards of Marketing as a profession and programme, support for marketing supporting the needs of career marketers. We are keen to see industry bodies, the City of London any grants we agree make a real and our Affiliates and, more difference to the recipients, as recently, supporting the Museum of opposed to small donations to Brands’ Professional Development national charities, however worthy Programme for career marketers. their causes. We would like to hear from We cannot guarantee we will Members about any charitable accept all proposals put forward, causes that you would like the Trust but the Trustees will seriously to consider as part of an expanded consider all of them. Please email giving programme. Any proposals your suggestions to the Chairman must be in line with our objects and of Trustees for The Marketors’ Trust, meet the ‘public benefit’ criterion John Hooper CBE that applies to all charities. [email protected]

The Marketors’ Charity Marketing Grants Programme to inspire and enable smaller charities to run marketing campaigns that will have a real impact in support of their cause.

A new initiative by the Company development and running of their and The Marketors’ Trust is to award campaigns. grants to smaller charities to fund The scheme will be open to all UK excellent marketing campaigns, registered charities with an annual which they may not otherwise income of between £10,001 and be able to afford to run. It will be £100,000 and full details, including publicly launched in late March an application form, will be this year and this is a preview available on our website in late announcement for members. March. The programme, funded by The Eligibility criteria will make it clear Marketors’ Trust, supports the aims that the grants are for ‘marketing of promoting the profession of campaigns’ and not for staff costs, marketing and charitable giving. It capital investment or SEO/PPC also reflects the feedback received activities. All valid applications from members in the survey will be considered by a judging conducted last year that we should panel, with the winning charities seek out more giving initiatives that announced in September 2020. focus on marketing but also support good causes. We know that many members are involved with smaller charities as There will be a total Grants Fund trustees, officers or advisers. We of £20,000, with one top grant of hope that you will encourage your £10,000 and four grants of £2,500 charities to apply for these grants each. Charities awarded these and even help them to do so. If the grants will also be offered marketing [email protected] programme is successful, we may Trustee advice and support from the well be able to expand its scope in Company’s Outreach team for the future years.

34 marketors.org WORSHIPFUL COMPANY of MARKETORS Carole Seawert Court Assistant and Chair One to One interview of Events Committee

a copywriter, I love the fact that new member to join one of our whether you get a mailshot from committees – it’s a great way to get Virgin Active, Virgin Media or to know people and to become Virgin Money, the tone of voice is known. consistent throughout all the brands. What role do you see the Marketors What has been your most significant playing in the City? achievement? In addition to the current role Being self-employed since 1991. we play as part of our Aim 1 (to And, along the way, being lucky actively support the Mayoralty and enough to undertake copywriting the City of London Corporation), I projects for a number of Top 20 law believe we need to be more active firms and FTSE100 companies. Other in promoting the whole concept highlights have been: being part of of the livery world. It surprises me the PR team that launched Sir Clive how many people who actually Sinclair’s C5 (the product certainly work in the City think it’s something Carole Seawert wasn’t right but it got huge amount to do with either freemasons or of publicity!) and organising the horses. I also believe we need to What did you want to do when you ‘My Favourite Tree’ exhibition while communicate the importance of were growing up? I was Head of PR at the Financial marketing to many of our fellow Times. This showcased the works livery companies. I’m amazed how When I was a child my parents were of 55 leading professional artists, ex-pats and consequently I did a many of them have no presence on photographers, public figures, social media. lot of long-haul flights with BOAC. Government ministers, members In those days, the stewardesses of the Royal family and celebrities Who should consider joining the let young children serve boiled who were concerned for the Marketors and what does the sweets to passengers (remember environment. company offer them? the sweets!). I would be given the blue uniform hat plus a silver tray full What are the major challenges If you have spent your career in of wrapped sweets and off I’d go, facing marketing professionals marketing and are interested in up and down the aisle. As a five- today? City traditions, in giving back, and in spending time in the company year-old, I thought this would be the Keeping up with, and responding of like-minded people then you perfect job. to, the pace of change. Not just should definitely join. You will enjoy technology change and the latest When and why did you join the events, experiences and fellowship marketing profession? social media platform but also consumer tastes and attitudes. that only being part of a livery I had my first marketing role straight So, for example, alcoholic drinks company can give you. Where else after university. I worked in Product companies are having to come up can you follow the progress of the Marketing for the semiconductor with non-alcoholic drinks in order to swan uppers on the Thames, take manufacturer, Texas Instruments. meet the demand of many of the part in a lively marketing debate Marketing was my specialist subject under 30s who are choosing to go within Portcullis House, or be given a in the final year of my business teetotal. private tour of a Royal Navy frigate? management degree at Leeds What is your standout Marketors University and I couldn’t wait to When and why did you join the moment from the past 12 months? put the theory I had learned into Worshipful Company of Marketors? practice. I soon discovered that, I joined at the Bowden Charter During the course of 2019 I rather than a product marketing dinner in 2013 when Sally have been Chair of the Events role, what I really wanted to do was Muggeridge was Master. I’d been Committee so there has been a PR. So I was to spend the next 16 a guest at a couple of informal huge amount going on! For his year, years in PR – in agencies, in-house events and I immediately knew this Master Andrew Cross came up with and working for myself. Then I was an organisation I wanted to be a very varied schedule of social reached a point where I just wanted part of. I believe that you get out of events and business lectures where to focus on writing. So since 1999, I something what you put in so, soon members have enjoyed such events have been a marketing copywriter. after I joined, I became part of the as a tutored wine tasting in the events team. I had organised all Penthouse of the New Zealand High Who is your marketing hero and manner of events when I was at the Commission, a joint panel discussion why? Financial Times but, as a copywriter, organised between us and the Although I’m sure I’d find him an I didn’t get to do this. So joining the Worshipful Company of Distillers and irritating person if I met him, Richard Events Committee ticked all the a trip to Studio 434 – the UK’s largest Branson is my marketing hero. As boxes for me. I would advise any private collection of classic cars.

MARKETOR WINTER 2019/20 marketors.org 35 The Marketors’ Trust

Continuing our successful support of the Museum of Brands’ Professional Development Programme for 2020. The programme for the first half of 2020 includes talks on several highly relevant and topical issues of interest to marketers. All events run from 18:30 – 21:00 and cost £26; for more details visit the Museum of Brands website. Information on how Marketors can book is available on the Members’ section of the website. 7 April: Talk / #Censored: The Problems with Social Media Content Moderation Dr Ysabel Gerrard, Lecturer in Digital Media and Society, University of Sheffield, discusses Facebook and Instagram’s recent policies restricting advertisements for weight 11 May: Talk / Decoding the Face to loss and cosmetic surgery products. Unlock Audiences Adrianne Carter, The Face Whisperer, explores the crucial role of facial expressions and emotionally engaging visuals in marketing. 17 February: Talk / LGBT+ Representation in the Media Angus Wyatt, Channel 4, will explore LGBT+ representation in television and advertising and will also address Channel 4’s initiatives to improving inclusion and diversity, both on and off-screen. 27 April: Talk / Using Humour in 24 February: Talk / Brand Storytelling Brand Communication with Story Cube Chris Arning, stand-up comedian Michael Murdoch, The House, and semiotician, will dive into how shares the Story Cube formula vital and why humour works in the worlds to ensuring businesses understand of brands and branding, and how how to explain what they do and to brands get humour right and wrong become truly loved and successful. in campaigns.

22 June: Talk / Bodyform: Breaking Barriers to Hygiene Menstruation is a societal taboo which negatively impacts millions of people. In this session, Nicola Coronado of Essity UK will talk about how brands like Bodyform have the power to make positive change beyond practical production solutions – and a responsibility to do so.

36 marketors.org WORSHIPFUL COMPANY of MARKETORS Donation made to St Bride’s

Each year the Marketors’ Trust supports the spiritual and pastoral work of St Bride’s with a donation. The Master recently presented the Chaplain with our latest contribution.

Muggeridge plaque in St Bride’s

Designed by Christopher Wren in the late 17th century, St Bride’s Church and its famous spire is a familiar part of the London skyline. It has long been known as the “journalists’ and printers’ church”, thanks to its location in the traditional hub of the British newspaper industry, Fleet Street. A hugely influential Fleet Street journalist in the aftermath of the Second World War was Malcolm Muggeridge, uncle of Past Master the Reverend Sally Muggeridge. Malcolm knew St Bride’s church, as well as the numerous popular watering holes for hacks nearby. Variously a teacher, author, soldier- spy, editor, broadcaster and Christian apologist, a new plaque in St Bride’s commemorates her uncle who was later to become a name and face known across the globe.

MARKETOR WINTER 2019/20 marketors.org 37

Tom Corrigan OBE MARKETOR – 25 years young! Past Master

2020 marks the 25th Anniversary of improvements and innovations. format and available to all to read the launch of Marketor early in 1995, on the Company website. Indeed It is worth noting here that many the year in which I was Master. many publications, including livery companies, especially the newspapers, magazines and In retrospect, it seems strange modern ones, tend to have a higher books are now made available in that it took 20 years from the number of events than 25/30 years both formats and it seems to me Company’s founding as a Guild ago so there is inevitably more to be much a matter of personal in 1975 before the introduction of communication necessary than preference – probably age-related! Marketor. Communication is such before. an important element of marketing. Some would argue that some of A publication, whatever its format, the impact of hard copy is lost in Initially, in the early days of the enables much more information to the digital version. At least a paper Company, the main form of be circulated to the membership on version, even if not immediately contact with the members was a regular basis. This includes news of read on receipt, lies there as a the Master’s letter at the time members, reporting of recent and reminder! If it were to be ever of Installation outlining the main forthcoming events, encouraging decided that only a digital version objectives of the year ahead, attendance and for those unable to were to be available, might some followed by one or two follow-ups attend, telling them what they have recipients be inclined to forget promoting perhaps one of the missed! Great Events or a special function. to read it? As things stand and The Master, the Charity Chairman, despite the digital age, many livery In the run-up to my year as Master, Event Directors and the Clerk are companies are still continuing to I and others on the Court felt it was enabled to inform, appeal or provide newsletters, magazines or increasingly important to have communicate, in short: promoting Annual Reviews in print but it might better contact with the members good fellowship. As the years have be useful to know members’ views and noted that other companies passed, production has improved – and preferences on this point. A were using a regular newsletter better layout, more illustrations and printed record certainly appears or publication to this end. It was varied content. The newsletter has to have more enduring archival agreed that a new magazine grown into a substantial magazine benefits. should be launched and Michael and the current editor David All Marketors will join me in thanking Shirley was appointed as the first Williams, now completing his second Editor. His enthusiasm ensured a all who have held the post of Editor stint as Editor, has driven yet further good start and the publication over the past 25 years for their improvements and innovation. was well received by members. dedication and drive in making a Since then successive editors Since 2009, Marketor has also been most important contribution to the have progressively introduced published in digital page turn Company.

Editor’s Note Marketor was not our first attempt at Published quarterly, the newsletter to be replaced by a news sheet a formal printed newsletter. The first now sported a substantial outside written by Valerie and Norman had been introduced around 1987. cover comprised of white deckled Boakes, with the help of Michael This was in black and white and card, the front carrying a simplified Shirley. By this stage John Holt had produced in A5 format. John Holt version of our Armorial Bearings left the Company. was the Editor. printed in four colour. A blue banner It was a very different full colour ran vertically up the right side of However, following a generous newsletter with the name Marketor the front page with the name donation by Michael Hopkins, a that came into being 25 years ago Newsletter prominently printed complete revision and new design under the auspices of the 1995 in gold script. It was almost a of our entire Corporate Image Master. Michael Shirley edited presentation format with the internal took place by Hutton Staniforth. the first three editions ofMarketor news pages remaining black and The design incorporated stylistic before handing over to Alan Wellan white and the reports generally kept use of the outline of the Armorial (now Court Assistant Emeritus). Bearings in greatly enlarged brief. It remained in this form for form. As part of this, from 1989 a around three years. The Company It is perhaps worthy of passing new look was adopted for the then entered a slightly turbulent note that Tom Corrigan OBE is newsletter in a larger A4 format, period with the consequence that also a member of the Stationers’ John Holt remained the editor. production of Newsletter stopped, Company, indeed a Past Master.

MARKETOR WINTER 2019/20 marketors.org 39 Bookshelf… Peter Rees DipM FCIM FRSA Chartered Marketer Digital Marketing by Dr Annmarie Hanlon Liveryman

For those unfamiliar with her of digital marketing, but also gives a work, Dr Annmarie Hanlon is wealth of practical advice on how an accomplished marketing to apply digital marketing to real- consultant, presenter, examiner and world business situations. Annmarie’s academic. Her latest work Digital experience as a consultant really Marketing builds on her established shows here. There are numerous portfolio of ‘Quick Wins’ guides in case study examples of digital the fields of Marketing and Digital marketing best practice to draw Marketing. A liveryman of The from. Worshipful Company of Marketors and a former Mais Bursary winner, When used by academics, the she was awarded a PhD on the book provides a valuable core text. topic of Affordances of Social Media I have used it successfully to build for Business in March 2019. lecture and seminar content for undergraduate and postgraduate In Digital Marketing, published by university students, as well as CIM SAGE in February 2019, Annmarie candidates at all qualification presents a very comprehensive levels. guide to all aspects of digital marketing, strategic planning and It clearly sets out the latest ideas in integration. At almost 400 pages it the theory and practice in digital covers most aspects of the theory marketing. These are presented in a and practice of digital marketing very accessible way. As an added today. benefit, Annmarie clearly explains is supplemented by highlighted the origins and development of areas on: Insights, Case Studies, Key This book can be used and many digital marketing models, Terms and Activities. All of these are appreciated by a number of theories and frameworks. She also of great assistance to practising different audiences. gives the correctly referenced academics. For digital marketing managers and sources for these. This material a The title has now been accepted practitioners, the book not only godsend for examiners and lecturers and adopted as a core text by outlines the concepts and theories everywhere. This theoretical content universities from Norway to New Zealand. The final audience to benefit would, in my opinion, be the ‘more mature marketer’. Even today, many senior and experienced marketing managers and executives are still unsure of how to tackle the effective implementation of digital marketing tools and techniques. The strategic significance needs to be understood and actively managed. It should not simply be delegated to junior members of an organisation on a short-term tactical basis. This book will really ‘lift the lid’ on how to manage digital marketing strategically and successfully. It is important that senior marketing professionals understand the significant contribution that digital marketing can make to all types of businesses today. Whatever your interest in digital marketing, this book comes with my highest endorsement. I strongly recommend that you buy it, and read it.

40 marketors.org WORSHIPFUL COMPANY of MARKETORS Getting to know… Master-elect Lesley Wilson

employee engagement and training roles, so functions that work closely alongside marketing teams. Around this time, I met two colleagues – inspirational women leaders running big budget, innovative B2B marketing campaigns and having a lot of pioneering fun in the market at the same time. I thought – ‘I’ll have some of that’ – and with their sponsorship and support, so my marketing career took off. What attracted you to marketing as a career? I have always found that there’s enormous scope to be creative and inventive in marketing and this gets me out of bed in the morning! New ideas, new problems to solve, new ways to go to market. I particularly like breaking new ground and doing something that hasn’t been done before. I can both ‘think’ and ‘do’ so I am vision and goal oriented but I also get tremendous satisfaction from achieving results. Where were you brought up? How did you choose your degree I’m competitive, I strive for quality subject? They say you can take the girl out output and I care about making a of Glasgow, but you can’t take My first degree is in History. A subject difference. Glasgow out the girl! I’m a West I love and simply chosen for that How did the Marketors come to your Coast Scot from a big clan full of reason. attention? big characters. We’re a self-made After a stint working at a friend’s ski Past Master John Flynn knew me family who work hard and play resort, I then considered a career through dealings he had with hard. The gritty culture, unique in the hospitality industry and took BT where I worked, and pursued Glaswegian humour and direct style a postgrad in hotel and catering me for some time to join the of communication have stayed management. That gave me a very Marketors! John was a larger than with me, although I am accused commercial overview, which was life character and I think I just finally of sounding like a ‘soft southerner’ very helpful in business later. when I go ‘hame’. capitulated under the weight of his What did you do immediately after enthusiasm for the Company and What was your earliest ambition? graduation? my curiosity to find out more. I love music and dancing and In Manchester at the time, and After joining the livery, how did you Glasgow has a very lively club somewhat undecided about my start to get more involved? scene where you would find me next move, I took a temp job whilst I joined the Company in 2011, every weekend. My big ambition looking for a permanent role. Within and like many it was suggested to was to be a pop star but sadly I was three months the ‘big boss’ said me that I become involved in the just not good enough. I have finally ‘This is ridiculous, you are wasted Events Committee. I credit Dan returned to singing and I now get on admin and you need to join our Doherty, in particular but also Past my ‘fix’ on stage as part of the LSO company’s graduate recruitment Masters Sally Muggeridge, David Community Choir. scheme and get a career’. That Pearson and Andrew Marsden was the start of my management What was your very first paid job? for my ‘initiation’ into the world of training and subsequent career Livery. Diane Morris and Roz Morris Through university I did everything path in the telco sector. also took me under their wing and from retailing to auxiliary nursing to When did you make a conscious many others encouraged me. I also research assistant to bar tending decision to follow a career in made friends quickly – too many to earn money for clothes and Marketing? names to mention here. holidays. I have no idea which one came first! I was working in internal comms, I have a couple of ‘claims to fame’:

MARKETOR WINTER 2019/20 marketors.org 41 When I booked my Freedom of at BT believed you could you use and a subject dear to my heart. the City ceremony, the BBC ‘One the above-the-line advertising In 2015 you were fortunate in Show’ asked if they could film me, medium to reach businesspeople, being selected for the Harvard and I ended up being a feature but we did. AMP Bursary enabled by the late item about Livery, and later on I also ran a re-brand project to Assistant Emeritus Martyn Davis. What radio programmes to explain bring the Ignite subsidiary back to has been the main benefit of this ‘sheep over London Bridge’. That BT. The hardest ‘last mile’ of that experience in your professional life? made me bone-up quickly on the project was asking employees history and traditions! My second The Advanced Management in the countries to give up their claim to fame, this time as an Event Program is a transformative, Ignite mugs, such was their brand Director (ED), is when I found myself immersive experience. Some of the affinity. That taught me a lot in charge of a social event that benefits include an unrivalled global about transformation and change just grew and grew. I hosted 220 network of class alumni; expert management, and ignited my guests for the Lord Mayor’s Show tools and techniques to formulate interest in the psychological power Lunch, whom I had to split over two and deliver strategic direction; of brand. locations. That was an ED ‘baptism and a values-driven mindset to of fire’ but I certainly got to know I travelled extensively and met approaching leadership challenges a huge number of members as a customers in all our operating in the context of seeking to make result! regions. I then re-located with my a positive impact for the widest When did you become a Court family to Brussels on international good. I have consciously applied Assistant and which Committees did assignment for three years to all my learning and development you chair? help build international marketing across all aspects of my professional capability for the company outside and personal life and I hope I have served on the Events of the UK. I thrive in diverse and the Company sees a ‘return on Committee, PR&Comms, Fellowship, multicultural environments and investment’ in my approach to the and I chaired Membership for three I love working with people from Master’s role in 2020. years. Through my Warden journey different backgrounds. The Scots What is the best piece of advice you I have been involved in all of the are famous for being explorers and have ever been given? AIM1, AIM 2 and AIM3 committees emigres through the centuries, and I as well as Court Nominations. I am think I am no exception! Be authentic and true to yourself. also a Trustee of the Marketors’ Trust. This is advice I also give others! Have you ever experienced a glass I missed being Warden for the ceiling? What do you hope to achieve AIM4 committees, because I was for the Company in your year as I have never knowingly lost out on ‘bumped up’ from Junior Warden Master? to Middle Warden before I’d started a job I went for because I am a the role. Fortunately, I already had woman. But the data on gender I am already well under way on my significant experience of most of pay gap and other disparities in strategic goals for the Company. As the AIM4 committees. I joined Court the workplace tell a different story a Master and Wardens team in 2019 quite quickly after I became a and these are real issues, which we undertook a critical analysis of Liveryman, and was invested as a thankfully, many companies and our industry, the challenges facing Warden in 2018. indeed many countries are tackling. the Livery world and assessed the future direction for the Marketors. Did you have the opportunity In our livery company women to gain international marketing represent less than 25% of the total I am pleased to say that our experience? membership, despite our industry Business Court recently approved being predominantly female. M&W’s recommendations to open Some of my most enjoyable and This speaks to the fact that fewer new avenues to attract younger memorable times as a marketer women attain senior roles in the marketers at early career stages, have been in global roles. At BT industry than the size of the pool and to create a new corporate Global Services I had a multi- would suggest. membership category which will national Marcomms team of 50 extend our profile amongst big and an annual budget of 20 million In the last 10 years we’ve had four brand names. Within this, we aim to euros to build relationships with the female Masters (the fourth being protect and enhance full liveryman top 500 global clients and deliver me). And I hope to see many more status as we grow the size and (g)local campaigns across EMEA women aspire and progress to composition of our membership and North America. I launched leadership roles. In fact, diversity gradually over time. the first advertising campaign the and inclusivity across the full company had done outside the UK. spectrum of our society is important In support of raising our profile It was highly controversial, targeted for the evolution and success of we have also agreed a at the international business rather organisations, for all the good communications framework for than consumer audience. No-one reasons that are well documented, the Company that speaks to our

42 marketors.org WORSHIPFUL COMPANY of MARKETORS founding principle and that gives for me will be to have these plans name and fame of the Company, us a stronger voice and more firmly embedded and to see the first by being its ‘public face’ with emotional appeal to potential of our new categories of members other livery companies, the City members and supporters. Built on joining us! Civic, our Armed Forces affiliates, the ‘Four Cs’ of Livery which are industry bodies and academia. What will be your chosen charity this City, Craft, Charity and Company, Secondly, I also want to encourage (and which also align with our year? all members to have as active an operational structure articulated I am open to suggestions on worthy engagement with the Company by the Four Aims of the Company) causes related to our charitable as possible, and particularly to we will communicate a positive aims. I am particularly concerned as see committees continue to do role for marketing, encapsulated in a City resident about the explosion the great work they do with close the belief statement ‘We believe in of homelessness on our streets, links between teams and a shared the power of marketing to deliver many of whom are ex-military who sense of purpose. Thirdly, my desire economic and social good’. find themselves disenfranchised on is to leave a positive legacy from PR&Comms will lead on embedding leaving service. which future Masters can build, and this across our communications I see the adoption of the strategy channels. What aspect of being Master to expand our membership for the Marketor is likely to have the most benefit of all, as a key part of that. The initiatives and our refreshed appeal to you? positioning have been formulated The serious business of the role, and agreed as a long-term strategy I look forward to many aspects of though, in no way impedes my and one that will continue with the Master Marketor role. I consider ability to have great fun as those successive Masters, to ensure the the role to be an honour and who know me well will attest! future success of our Company. We a privilege, and one that I take On that front I hope to be in the are moving ahead on delivering seriously. I have re-oriented my life company of many, many members against this strategy, and more to commit the time and energy it and guests over the year at our news as the year unfolds. I also deserves. There are three elements business and social events, formal encourage and welcome support I look to deliver. Firstly, I very much and informal, and for us to share from members who can offer help hope to build on the work of my rewarding moments and fabulous to deliver our plans. Success in 2020 predecessors to enhance the fellowship along the way.

Liveryman Annmarie Hanlon gains PhD

Congratulations to Dr Annmarie Hanlon who graduated with a Doctorate in Philosophy from Derby Business School, part of the University of Derby. She received her degree in Derby Arena in July 2019. Her thesis ‘The digital dilemma: An investigation into social media marketing within organisations’ investigated different application of social media marketing within organisations. From this critical success factors were identified resulting in a strategic social media application framework for organisations. The research also provided evidence of differences in social media marketing application between generational cohorts and those with and without formal Dr Annmarie Hanlon with her husband Nick Misselke marketing qualifications.

MARKETOR WINTER 2019/20 marketors.org 43 OBITUARY

Professor Martyn Davis 1929 – 2019 Sally Muggeridge Court Assistant Emeritus Past Master

I received a letter from him in 1992 on behalf of the Worshipful Company of Marketors informing me that I had won a prize for a Marketing Dissertation, part of my MBA course at Henley Management College. After joining the Company myself, it was Martyn who invited me to join the Awards Committee, later becoming Secretary and in due course having the challenging task of succeeding Martyn when he stepped down after his many years as Chairman. For his service on Awards and on the Court, Martyn was accorded the rare honour of Court Assistant Emeritus. He subsequently joined the Heritage and Fellowship Committees which gave him “great pleasure and satisfaction”. He continued to give stalwart support to the Company. It was Martyn’s idea to publish a book of the Graces delivered at Born in London on 1 September claimed that this experience our Great Events and he recruited 1929, Martyn first attended Sir Roger changed his life. On his return my husband Liveryman David Cholmeley’s School at Highgate to UK he became a Founder Williams (current editor of Marketor) and then graduated from LSE, part and Executive Director of the to edit Graces in Favour, printed of the University of London. His BSc Cambridge International Marketing in 2006 covering five years of in Economics specialised in industry programme, a UK based version of Marketors’ events and over a score and trade. the Harvard course. of accompanying Graces skilfully penned by our then Honorary In 1960, after some early jobs in Professor Davis was an examiner Chaplain, the Venerable David sales and advertising, he joined the for the CIM, IPR and Henley Meara. College for the Distributive Trades, Management College. He also then part of the London Institute, wrote a number of classic business In 2009 Martyn underwent major and commenced a prominent textbooks including A Career in surgery. In gratitude for the career in Marketing Education, Advertising (1963), A Handbook support of the then Master Peter becoming Head of Marketing for Media Representatives (1967) Goudge and the Marketors during Services and in due course Head and Successful Advertising – Key that difficult time for him, Martyn of Department of Marketing and Alternative Approaches (1997). In presented Peter with a copy of his Advertising Studies. He involved 1981 he wrote the Effective Use of Master’s Year Book, specially bound himself right across the latent Advertising Media, which ran into six for the Company Archives. industry, holding the professional editions. In the Autumn of 2012, Martyn membership qualifications of the Joining the Marketors in 1984, he presented at a professional Advertising Association, the Institute was clothed in the livery in 1985 event held by the Marketors at of Practitioners in Advertising and and later joined the Court. He is the RAC Club on International the Institute of Public Relations. He remembered in the Company Communications. In my own year also gained the Honour Diploma for developing our Awards for as Master, at Martyn’s special of CAM, the Communication Marketing Excellence and he request the Court approved an Advertising and Marketing diligently chaired the Awards exclusive “limited edition” category Education Foundation later Committee for several years. He of Pioneer Awards. Fully funded by becoming Governor. innovated many of the regular Martyn, these were awarded to Marketing Awards given by Kenneth Matthews, Steven Rowe, In 1961, thanks to a bursary from the Company in conjunction Norman Waite and David Meara. the US State Department, Martyn with achievement in third party It was an example of Martyn’s attended the international Marketing courses. persistence when he wanted the Marketing Institute Programme Company to do something. at Harvard Graduate School of Indeed it was Martyn Davis who Business Administration. He always introduced me to the Company. It was Martyn’s appreciation of

44 marketors.org WORSHIPFUL COMPANY of MARKETORS Martyn Davis’ 90th Peter Goudge birthday celebration Past Master his time spent at Harvard and his wish to share this opportunity that led him to set up a Trust in order to fund the Harvard Bursary for WCoM liverymen, enabling their attendance on the prestigious Advanced Management Programme to share in a “life- changing experience”. Martyn loved ballet, opera and concerts, as well as spaghetti Westerns, Carry On and Kung Fu films. He was a keen ballroom dancer in his younger days, when he also enjoyed martial arts, ski- ing and sailing. He relished his membership of the RAC, especially Martyn presented with a hard back version of his novel by Roy Moëd, Chairman of LifeBook, their dining rooms, and used their while seated at a table along with Past Master Venetia Howes and his Uncle, Dr Neville Davis pool daily until he could no longer get there. He expressed a love of After a distinguished career which throughout Martyn’s career, Dr good food and enjoyed dining included writing seminal works in Neville Davis. They were able to out. He was a keen visitor to art Marketing and Advertising, Court offer a long term perspective. Rick galleries, museums and country Assistant Emeritus Professor Martyn Senley of LifeBook then described houses, and appreciated antiques. Davis, still receiving royalties from what it had been like to work with As many will know, frogs were a his last book, decided to move into Martyn on the book. particular passion for him - he had the world of sci-fi fiction. Hence, an extraordinary collection. Martyn’s response was voiced by the occasion of his 90th birthday Kay Coombs, Martyn’s ‘anonymous’ He was a regular attendee at celebrating with twenty or so friends friend of over 50 years and Great Events and for many years doubled up as a book launch. custodian of so many facets of his was accompanied by his artist On an early September day life, including organising the day’s neighbour Ulla. His good friend everyone gathered in the grounds celebrations and playing a pivotal Stephen Gee, past Prime Warden of Kew House, Wimbledon where role on the production of the book. Basketmaker, often accompanied Martyn resided. We were treated to She thanked the marvellous staff at Martyn as he succumbed to a loss drinks and canapes before being Kew House for all they do for Martyn of mobility and the increasing need ushered into the dining room and and particularly the meal and all of a wheelchair. His long-standing once seated were asked to briefly arrangements for his birthday. Past diplomat friend, Kay Coombs, was introduce ourselves. From the livery Master Venetia Howes, on behalf also a frequent guest when she side, as well as Marketors there were of the livery, thanked Martyn was in the UK. She took on much also Basketmakers and a Mercer. for his enormous contribution responsibility after his illness in 2009, The luncheon served would have to the Marketors, especially the including keeping him in touch with graced any table at a livery hall, establishment of the Harvard the Livery and other friends when he accompanied by some carefully Business School (HBS) Advanced could no longer do so himself. selected wines. Management Programme Bursary. At a lunch to celebrate his 90th The courses were punctuated This proved to be the signal for the birthday this year, attended by by events that reflected the two- entrance of the birthday cake – many friends, he was very proud fold importance of the occasion. created as a replica of the book! to launch the publication of his first Following the smoked mackerel Coffee and tea were served with work of fiction – The Doomsday tian, but before the main course, petit fours in a separate room. Those Dossier. Roy Moëd, Chairman of LifeBook present – assuming they had made their donation to Age UK! – were Martyn died suddenly and Ltd., talked about the genesis of presented with their own inscribed peacefully on Christmas Day. Martyn’s book, The Doomsday version of The Doomsday Dossier. Dossier, before presenting Martyn An interview with Martyn by the This was also an opportunity to meet with a special one-off hardback Master-elect has been held over to others than those seated at their version. After the main courses, the next issue. table, rounding off a momentous there were speeches celebrating and thoroughly enjoyable occasion. See also: Marketor Issue 51 page 9 Martyn’s achievements. First from Marketor Issue 59 page 11 Nigel Moss, a former flat-mate, Editor: Martyn sadly passed away Marketor Issue 67 page 9 followed by his Uncle and mentor on Christmas Day

MARKETOR WINTER 2019/20 marketors.org 45 OBITUARY

Edward Fulbrook Andrew Marsden 1943 – 2019 Past Master

Georgina and to Kitty, were short- lived and then he met Coleen. They were together for 16 years before they separated – but their marriage did bring his two daughters, Hannah and Lizzie, into the world. They recall how for many years he was involved with The Bee Club, an organisation that supported under-privileged children in east London. Both Hannah and Lizzie ended up living in Austria and Edward loved visiting them, and his grandchildren Liam and Emilia. He was a proud grandad. Edward enjoyed rugby and he played golf. His passion, though, was cricket. He was a keen supporter of Yorkshire and a member of the MCC. When he was younger, he had played for Cobham Cricket Club. Later, he played for a nomadic club, the Stragglers, and undertook several overseas tours with them; to Hong Kong, South Africa, the Dordogne and Porto. Edward always looked forward to It is impossible in a few words to in the drinks trade. In 1998, Edward his annual sailing holiday with friends summarise the life or the impact became Marketing Director for sailing around the Med, stopping off a person has on those he meets. LinkDirect, a direct marketing at port in the evening and enjoying Edward was a character, a story- company, a job that he loved. a glass of wine or three. teller, engaging and funny. A In 2006 he joined and quickly wonderful Grandfather and a loyal His last outing with his friends was became an active member of and diligent friend. the Company, often taking on to London in August. He stayed at Born in Nottingham, Edward went the role of organising our social his club, went out for a pint, then to St Peter’s School in York and events. He served with distinction to Michel Roux’s for dinner. The although he made some lifelong as a Court Assistant between 2009 following day they went to Lord’s friends there, he didn’t particularly and 2018 when he was heavily where the match ended in a draw. enjoy it. involved in helping build our digital It was just perfect. If he’d been presence. In my year as Master, asked to plan his last outing that’s Edward’s early working life was Edward organised two major trips. probably exactly what he would unsettled. He once said that One for 60 people to visit Lincoln have organised. he’d had 20 different jobs – in to celebrate the 800th Anniversary a bank, in a solicitor’s office, he Edward could be demanding, of the Magna Carta, another to sold life assurance and he spent he was frank and not averse to Edinburgh with dinner on HMY some time working with a Spanish speaking his mind. But his good Britannia. Edward’s events were wine producer. Always full of big qualities far outweighed these flaws managed with his characteristic ideas, Edward started up several – he was charming, kind, sociable, eye for detail and determined care businesses of his own including in generous, he lit up a room and for the participants. perfumery, detergents, Multi-Power he could make people feel good. for body-builders, and collapsible On retiring from LinkDirect in 2012 Above all, he was funny, and he play-crates. Sadly, these businesses he didn’t stop working. He set up enjoyed making people laugh. never worked out. Edward Fulbrook Associates, his Edward’s presence will be sorely own marketing company and missed. Finally Edward found his ideal alongside his paid work Edward job – as a sales representative for Andrew is indebted to Gwyneth undertook many marketing projects Hope Brewery. With his charming, Owen-Jackson, Celebrant at for charities. sociable personality and his love of Edward’s funeral, for her invaluable beer, this suited Edward perfectly Edward was married and divorced contribution to the preparation of and he spent over 25 years working three times. His first two marriages, to this article.

46 marketors.org WORSHIPFUL COMPANY of MARKETORS David Williams Looking ahead to Fishmongers’ Hall Editor

Fishmongers’ Hall is a rare example Bridge being built 100 feet upstream treasures which had been removed of a Greek Revival building. of the old one. This, with the fact from the Hall. Designed by the architect Henry that much of the Hall’s interior was The hall is well known for its famous Roberts, a student of Sir Robert suffering from water damage due 1955 portrait of the young Queen Smirke, its classical simplicity is to the proximity of the Thames, led by Pietro Annigoni, commissioned contrasted by the magnificence of to a competition in 1831 to design a by the Worshipful Company of its interior rooms. new hall. Fishmongers. On Sunday 2 September 1666, The winning design, by Henry The venue was last chosen for the Fishmongers’ Hall was the first of Roberts, was selected in 1832 forty livery halls to fall victim to featuring Portland stone and the Installation Dinner in 2014, and the the flames of the Great Fire of same Devon granite as the London Marketors return to this beautiful hall London. Thanks to the Hall’s riverside Bridge. The 17th century building for the Installation of Lesley Wilson as location, the most important was demolished and the new Hall Master on 30 January 2020. documents, the iron money chest completed in the spring of 1835. Sadly, all will be conscious that and Company silver, were safely Like many livery halls, fire and during a conference being held transported away by boat, but the great damage was sustained in the hall two months ago, Jack building itself was destroyed. in 1940 at the height of the Blitz. Merritt and Saskia Jones were fatally From the destruction arose an Most of Roberts’ essential structure stabbed by terrorist, who was later opportunity to enlarge the hall. fortunately survived, together shot dead by police outside the A site next door, acquired in the with the Company’s records and hall. We honour their memory. sixteenth century, was combined with the existing premises – allowing more room for a new riverside Hall and for tenants beside the street. In order to obtain royal planning permission, the Company submitted its design and a payment of ten gold pieces to Dr Christopher Wren, then Charles II’s Surveyor General. The new Hall was one of the first important riverside buildings completed in the City after the Great Fire and during its century and a half of existence, was painted by a number of artists, including Canaletto. However, in 1828 part of the Hall’s site needed to be cut off to make Fishmongers’ Hall way for John Rennie’s new London

MARKETOR WINTER 2019/20 marketors.org 47 Diary Planner 2020 (Additional dates will be confirmed by the Clerk)

Thursday 30 January Installation Court and Banquet, Thursday 14 May Thanksgiving & Rededication Fishmongers’ Hall Service, St Bride’s (evening) Monday 10 February Tour of the Old Bailey and Pub Wednesday 17 June Brigantes Breakfast, York Supper Wednesday 24 June Election of Sheriffs, Guildhall Tuesday 25 February Pancake Races, Guildhall Yard Monday 6 July Marketors’ Inter-Livery Golf Day Monday 23 March Law & Marketing Seminar, and Dinner Stationers’ Hall Verulam Golf Club, St Albans Friday 27 March United Guilds’ Service, St Paul’s Tuesday 8 September Tri-Livery Digital Media seminar, Luncheon at Plaisterers’ Hall Stationers’ Hall Thursday 2 April The Lord Mayor’s Big Curry Lunch, Guildhall Saturday 26 September Street Art tour of Shoreditch and Whitechapel (guided walk) Thursday 30 April Spring Dinner, Salters’ Hall Tuesday 29 September Election of Lord Mayor, Guildhall Saturday 2 May Elevations, Alleyways and Hidden Green Spaces (guided walk) Friday 13 November Silent Ceremony, Guildhall Tuesday 12 May 366th Festival of Sons of the Saturday 14 November Lord Mayor’s Show and Lunch Clergy, St Paul’s Cathedral Monday 14 December Communications Industry Carol Wednesday 13 May Inter-Livery Clay Shoot Service and After Party, St Bride’s

Marketors’ Appointments 2020 Committee Chairmen Fellowship ����������������������������������������������Martin Ashton Treasurer ��������������������������������������������������Chris Robinson Livery ��������������������������������������������������������Diana Tombs Chief Usher ��������������������������������������������Mark Chapman Mentoring ����������������������������������������������Peter Rosenvinge Comms and PR ����������������������������������Karl Weaver Court Nominations ����������������������������Andrew Marsden Events ������������������������������������������������������Carole Seawert Almoners ������������������������������������������������Sue Garland Worthington Awards ����������������������������������������������������Sue Garland Worthington Other Company Roles Heritage ��������������������������������������������������Chris Griffin Marketor ������������������������������������������������Andrew Cross Law and Marketing ��������������������������Jeremy Stern Sword Bearer ����������������������������������������Peter Rees Education ����������������������������������������������Michael Lynch Webmaster/Host ��������������������������������Steve Pailthorpe AFCC ��������������������������������������������������������Andrew Cross CIM Liaison ��������������������������������������������Michael Harrison Outreach ������������������������������������������������John Wheen Chief Information Officer ��������������Mike Ricketts Membership ������������������������������������������Keith Rowland St Bride’s Liaison ����������������������������������John Wheen

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Master Marketor: Assistant Clerk: Marketor is published on behalf Andrew Cross Doreen Blythe of the Worshipful Company of E: [email protected] E: [email protected] Marketors by the Communications & PR Committee. Senior Warden: Lesley Wilson Editor: Chairman: E: [email protected] David Williams E: [email protected] Alex Conabeare Middle Warden: E: [email protected] John Farrell Worshipful Company of Marketors E: [email protected] Follow us @marketors Plaisterers’ Hall Junior Warden: One London Wall Trevor Brignall Design & Print: London EC2Y 5JU E: [email protected] Clerk: T: 020 7796 2045 T: 01522 529591 John Hammond E: [email protected] E: [email protected] E: [email protected] www.marketors.org www.ruddocks.co.uk