ISSUE 81 MARKETOR SUMMER 2019

Charitable Giving, Outreach and Mentoring Frictionless Commerce GDPR – One Year On

Master’s Visit to Alsace Rededication Service Spring Luncheon at Stationers’ Hall

marketors.org The Livery Company Magazine for Marketing Professionals SUMMER 2019 ISSUE 81 David Williams The Livery Company Magazine Editorial Liveryman for Marketing Professionals I have been somewhat circulation of this magazine is overwhelmed as Editor by the sheer relatively small (around 600) it is Contents number and variety of submissions worth reflecting that the readership from members for publication. both in the Company and the Rededication and Thanksgiving Service We have become a very active wider City does form a distinct Spring Luncheon, Stationers’ Hall 4 Company with much happening socio-economic group, and one Marketors’ Fellowship Evening, on many fronts. However, one that is also geographically focused. Bristol Area area the Master and I would like Contact me for further details and Presentation of history to Guildhall 7 to encourage is more reporting specifications. Inter-livery Pancake Races 8 from individual members in relating Lastly, I have endeavoured to keep Visit to the Magic Circle 9 personal experiences and insights this issue of Marketor a Brexit-free gained during your marketing Past Master Keith Arundale 10 zone but as she leaves office it career. Perhaps recounting a Inter-livery Charity Clay Shoot 11 would be timely to commend the specific promotion or product excellent service to our country of Wine-tasting New Zealand House launch, or a rebranding exercise? Marketor Entrepreneurs 12 our erstwhile member Theresa May Or a formative time spent working as both Home Secretary and Prime Frictionless Commerce 14 outside the UK. If you have a story Minister. Neither were easy jobs, Livery Schools Link Careers Fair 16 – let’s hear it. This magazine is particularly in the context of the primarily about our Company and Obituary – Liveryman Peter Short 17 political situation in Parliament. Her its members. Your experiences can Insight: The Marketing Society 18 successor in No10, still undetermined help and inform others, as well as at the date of publication, will find One-on-One Interview: being interesting reading. Kevin Roberts 20 no easy solution to the current Master’s Visit to Alsace 22 In this issue I have unashamedly impasse. focused on the much volunteer Obituary – Liveryman Peter Brown 26 Theresa and Philip were once work being quietly undertaken regularly able to enjoy our City and Livery Quiz 27 in support of others and in the Marketors’ Great Events and I know The 2020 Harvard AMP Bursary promotion of marketing. Outreach all members share the hope that this Younger Marketors 29 and mentoring are key activities of will shortly recommence. Meanwhile Dan Doherty Memorial School 32 the Company: the giving of time we wish her well as she steps down and expertise accompanying what A Marketor in the thick of it 34 from office in the next few weeks. we can do financially through Past Master David Pearson 40 the Marketors’ Trust. The support [email protected] we provide to our three affiliates Committee News through the AFCC is also much appreciated, including the provision Committee Reports: Membership and Fellowship: 10 of cups, trophies, swords and other annual prizes. Law & Marketing: One year on from GDPR 13 All this reporting does appear Outreach: African Science Academy 25 to lead to the requirement for a Professional Mentoring Programme 28 larger magazine than hitherto and requires us to find some additional NB: MARKETOR Marketors’ Trust: The Masters’ Charities 30 funding. One obvious route is to Outreach: The Sheriffs’ Challenge 33 source more sponsorship. Marketor Autumn Issue 82 The Marketors’ Trust: has long been able and willing Support of Marketing 34 to accept sponsored advertising The next issue is scheduled for Armed Forces and Cadets Committee: 35 and in this issue you will find distribution early in October and space once again given over to St Bride’s 38 will be guest edited by Jane third party advertisements. Up Wharam, a former editor of the to full page advertisements with Follow us @marketors magazine. bleed can be accepted. If you Event photography by Ben Fisher are associated with a product Copy date for content and www.benfisherphotography.com Committee reports is Monday Front page photo by Andrew Cross or service of potential interest to Other Alsace photos by Diana Tombs our membership, do consider or 2 September, or otherwise by Front page: Philippe Choukron, Director of the Agence pre-arrangement with Jane. Régionale du Tourisme gives pre-dinner briefing to recommend Marketor as a possible Marketors on tourism market in Alsace avenue of promotion. While the [email protected]

2 marketors.org WORSHIPFUL COMPANY of MARKETORS The Master’s

Andrew Cross Column Master spectacular Great Events and One of the traditional purposes of informal social events which livery companies is to help others everyone can enjoy and hopefully less fortunate than ourselves, and derive benefit by way of fellowship. the Marketors puts much effort into supporting charitable causes. I was fortunate to take office with I am delighted to see this issue of the Company in very good order Marketor specifically highlighting and it is one of my aims to see that the work of the Company helping this is maintained during my year. others, not only through our I am particularly fortunate to have charitable giving and the excellent the unswerving support of my three work of the Marketors’ Trust but wardens, and also to benefit from also through our Outreach and the sage advice of Past Masters. This Mentoring activities. Please give the makes life so much smoother! Trust and these committees your full On the event front the year has support as “giving back” is one of got off to a flying start with well our core aims. subscribed activities fully reported in So far this year we have enjoyed As I near the half-way mark in my this issue. two wonderful ‘Great Events’. year, I have come to realise how The Installation at Drapers’ Hall On a personal note, these past great an honour it was for me to be in January was covered in the months have shown Carol, the installed as Master of our Worshipful last issue and this issue covers our Master’s Lady and me just how Company. Back in 2009, when I Company Rededication Service strong fellowship is within the Livery. joined the Company, little did I followed by the Spring Luncheon We have been invited to and think that just ten years later I would at Stationers’ Hall. This event was become Master. attended many Livery events and notable as it showcased the some inspiring church services, It is a privilege to be in a line of some clothing of Alderman Michael and in the process been fortunate very accomplished Masters who Mainelli as Honorary Liveryman of enough to meet a large number of have each contributed in their own the Company. This month Carol way to the vision and purpose of fellow Masters and their consorts. and I very much look forward to the our Company. As you are probably Thus increasing the name and fame Mansion House Banquet, always a aware, every Master sets a theme of the Company both within the highlight of a Master’s year and I which runs through his or her year. City and our industry sector. hope to see as many members as Mine is ‘Optimism Offers Opportunity’ The ‘Master’s Trip’ has also been possible there. Please book your and it is broad reaching but a covered inside and it stretched to places if you have not already done particularly applicable theme to a very successful four days during so – it is a wonderful occasion for these times, as I have witnessed over which we enjoyed the Alsace inviting family and friends. the past months. region, staying at a wonderful If the second half of my year And with this theme in mind I Château near Colmar, enjoying continues as the first half, it promises have endeavoured to compile some great fellowship and visiting to provide a most enjoyable, a programme of business events, local wineries and places of interest. entertaining and informative time.

Alderman Michael Mainelli clothed Meeting members and guests in Market Drayton

MARKETOR SUMMER 2019 marketors.org 3 Our new Honorary Liveryman and Guest Speaker; Alderman Professor Michael Mainelli

The Spring Luncheon Jane Wharam Rededication and fellowship Court Assistant

On 29 April, the Worshipful With faith in the power of the Holy up by the Chaplain in her address Company of Marketors gathered Spirit to help me, I pledge myself to in which she shared some memories together to rededicate themselves serve God to the best of my ability of when unclear communication to the Company, enjoy lunchtime in my daily life so that His purposes around fairly mundane activities left fellowship at Stationers’ Hall and may be furthered and mankind her perplexed, confused or even admit Alderman Michael Mainelli may benefit, and I affirm that in all scared. As Alison pointed out, we as an Honorary Liveryman of the Company matters I will be obedient all need to strive for clarity in our Company. to the Master and will be ready to communication which requires us uphold the Royal Charter, By-Laws to select the appropriate words; The day’s events started at ‘our’ and Ordinances of the Worshipful we also need to understand our church, St Bride’s on Fleet Street, Company of Marketors audience and, most importantly, we where we held our annual service of need to reflect the truth – to mean This was followed by hymns, including rededication, which started with the what we say. Master, Wardens, Court Assistants I Vow to thee, my Country and All and Past Masters processing into the Things Bright and Beautiful, and As she explained, one of the nave behind our banner, held aloft readings by Middle Warden John reasons why people flocked to Jesus by Liveryman Peter Rees. Farrell and Senior Warden Lesley in their thousands was because he Wilson. During the service, the spoke to them in a way that was Following the Introit, our Chaplain, magnificent choir of St Bride’s gave so powerful and engaging that it the Revd Canon Dr Alison Joyce, us O clap our hands by Orlando seized their attention and touched welcomed us all. The Master then Gibbons and Let all the world in every their hearts, to the point where they led the Company members present corner sing by Kenneth Leighton. dropped whatever they were doing through the Act of Affirmation and and followed him. One of our earlier The art of communication avowal to uphold the Royal Charter, readings clearly exhorted us to let By-laws and Ordnances. It would The theme of communication, our ‘yes’ mean ‘yes’ and our ‘no’ be worth laying out the form of this which was apt given that mean ‘no’ – because if we do, then affirmation, as all Marketors are St Bride’s is the church of the we are to be trusted and will exhibit expected to renew it every year: communications industry, was taken a strong connection between what

4 marketors.org WORSHIPFUL COMPANY of MARKETORS we say and who we are. Without stairs. However, we had already and is known for his action-oriented trust, we cannot have authentic been treated to a wonderful flair. Under his command, HMS St relationships and, as the Chaplain display of our treasures, including Albans is ready at short notice to said, when that happens, we are our Royal Charter, which had been react to any maritime threat to the all losers. laid out by Heritage Committee UK, including terrorism, smuggling member Freeman Tim Keen in the and anti-submarine activities so, as Following this thought-provoking Stock Room. The magnificent shine Lesley said, we were in safe hands! address, the Master asked us on the silver was enough to make Lesley then introduced the Master to remember in silence those up for the lack of sun and, after a PR Practitioner Gavin Ellwood, Marketors who died in the past year welcoming glass of sparkling wine, who, rather fittingly, specialises in – Liverymen Howard Mann OBE, we were summoned by our Beadle, recruitment for the communications Brian Burdon and Peter Short. James Hasler, to take our places in industry. Gavin was with his Clerk, the Hall and await the ceremony for Our service closed with the great Jane Hilliard, and both were bid a Alderman Professor Mainelli. hymn To Be a Pilgrim by John hearty welcome Bunyan, the only hymn he is A new Honorary Liveryman Lesley also said how honoured we credited with writing. Then following Once all were assembled, the were to have the Master Stationer, the Chaplain’s blessing, we filed out Master convened the Court and David Allan at lunch. David is of the nave to the Organ Voluntary surrounded by his Wardens and Chairman of the Ian Allan Group, – the Finale from Symphonie No 4 by the rest of the Court, took the a business founded by his father to Charles-Marie Widor. Liveryman’s oath from Alderman publish rail and transport titles, but Professor Michael Mainelli. More of which has repeatedly diversified Alderman Mainelli later but suffice and reinvented itself so much to say that it is only those who have so that group businesses today made a significant contribution to include corporate travel, property marketing or the Company that and organic seaweed extraction. are given this honour and it was the However, as the Senior Warden unanimous decision of the Court to pointed out, not only was it her role confer it. to welcome him but also to thank him for the wonderful welcome we Following this short ceremony, we had all enjoyed in our ‘Mother Hall’. took our places for lunch and our Chaplain gave her usual poetic and Finally, Lesley introduced us to our witty Grace. guest speaker and newest Honorary Liveryman, Alderman Professor As ever at Stationers’ Hall, lunch Michael Mainelli, saying that she was delicious and, in keeping with was delighted to welcome an one of the Master’s passions, the accomplished Alderman with such wine choice was excellent! The close professional links to the field food, wine and company kept of marketing. Michael is Chairman the conversation flowing, so it was of Z/Yen, a commercial think-tank slightly later than scheduled that we in the City, which he co-founded It was then a walk up to Stationers’ came to the toasts. 25 years ago and which boasts Hall, the spiritual home of the Toasts were made to our Honorary a significant data collection and Marketors, for a Ceremonial Freemen, The Prince Philip, Duke market research capability. He also Court to admit our new Honorary of Edinburgh, The Prince of Wales, speaks extensively about marketing Liveryman, followed by the Spring The Duchess of Cornwall and the when lecturing and presenting at Luncheon, where we met up with other members of the Royal Family conferences around the world. those who unable to make the by Junior Warden Trevor Brignall. Michael was educated at Harvard church service and our guests. Middle Warden John Farrell led the and at Trinity College Dublin, then toast to The Lord Mayor and the Although we had enjoyed wonderful gained his PhD at the London City of London Corporation. sunshine just a week before over the School of Economics where he Easter weekend, the temperature Finally, our Senior Warden, Lesley was also a Visiting Professor. He had tumbled during the week and Wilson welcomed our guests, is Emeritus Gresham Professor of so most of us stayed in the Court starting with Commander John Commerce at Gresham College in Room for the reception and could Cromie RN, Commanding Officer London and founder of the Long only look out over the beautiful of our much-loved affiliate, HMS St Finance initiative. Michael has walled garden, although some Albans. John has served in no fewer published extensively; as Lesley brave souls made the trip down the than seven ships for the Royal Navy explained, he clearly knows a thing

MARKETOR SUMMER 2019 marketors.org 5 Finally, Eeyore is a fatalist, who just knows that life is going to come back and bite him so doesn’t make changes because it’s always the same in the end. Michael urged us as Marketors to think in all four modes but to all be a bit more Pooh. He encouraged us to look at new communication technologies, embrace change, refresh stale markets and create innovative new ones. As he said, we need to be realists too but, in the words of John Lennon, not a man renowned for his optimism, “reality leaves a lot to the imagination”. Most of our favourite people are optimists, Michael said - people who make us feel good, people who invent, people who make us laugh and see the bright side of life. According to him, Monty Python’s anthem urging us to always look on the bright side of life is an aspirational national anthem. or two about marketing - how be celebrated, as an upbeat In summing up, Michael pointed could a Marketor resist The Price of tone is needed in these morose out that the optimist would say the Fish: A New Approach to Wicked times. Therefore, ‘optimism offers glass is half full, the pessimist would Economics and Better Decisions”…? opportunities’ is the perfect theme say it was half empty, the rationalist for our times. would say it was twice as big as it Michael is Alderman of Broad Street needed to be - but the opportunist Ward and Immediate Past Master of Pessimists refer to themselves as would say “while you were all the World Traders, a Company with realists but are they really? We tend arguing about the size of the glass, I whom the Marketors have close to contrast optimists and pessimists. drank the wine”. friendships cemented by both being As one definition says, ‘A pessimist members of the Financial Services is only an optimist with inside He then took the advice of Mark Group. information’. Twain, who said “never miss an opportunity to shut up” … In short, as Lesley said, we are all Michael went on to describe the confident that Michael will be a much-loved characters of the 100- Almost drowned out by everyone’s great supporter of our Company’s acre wood in terms of a marketing delighted response to Michael’s aims and that we will give him and theory that classifies people on their address, the Master led the his wife Elizabeth a hearty welcome. attitudes towards risk and reward. Marketors in a toast to all our guests, both official and personal, Optimism offers opportunities Firstly, you have Pooh, an and thanked them for joining individualist with a sunny, eternally In the spirit of ‘there’s no such the Company for this day of optimistic attitude towards life – thing as a free lunch’, our newest remembrance and celebration of “people say nothing is impossible, Honorary Liveryman had agreed Livery life. but I do nothing every day”. to be our guest speaker on the He then thanked those who had Master’s theme of ‘optimism offers Then there’s Owl, the natural made this wonderful event happen, opportunities’. bureaucrat, who makes decisions including the Master Stationer, based on ‘sound thinking’, regardless Michael started by saying that, David Allan, for the use of his Hall of how irrational the result might be. despite the pessimism that seems and Chester Boyd for the catering. to pervade politics and the media, Piglet is an ‘uber-egalitarian’, who The Master also thanked our there is some uplifting news; billions is socially conscious, wants to save Learned Clerk, John Hammond and have been lifted out of poverty in the world and yet is curiously fretful the Assistant Clerk, Doreen Blythe, the past few years and this, along about the future, wondering what both of whom worked tirelessly to with other great advances, should exciting thing might happen today. make the occasion what it was.

6 marketors.org WORSHIPFUL COMPANY of MARKETORS Marketors evenings in the country

At my Installation I mentioned that I would travel to various parts of the country outside of the Home Counties to meet Marketors who may at times find it difficult to get into the City of London for some of our events. They therefore may not have had a lot of contact with us. The purpose of these social meetings is predominately to Clevedon Hall, run by Liveryman Peter McCarthy encourage fellowship, to keep the membership informed, and to After initial introductions Court After much talk about the Marketors gather information and suggestions Assistant Keith Rowland and I took – and an excellent supper provided from these country members to the group through the past year’s by our kind host – we then had ensure that the Marketors’ message activities and outlined plans for the a positive debate about the continues to be communicated. forthcoming year. Following this we respective CIM/Marketors’ roles, The first of these visits was to went through the ‘journey through the marketing challenges facing us, Livery’ which proved to be quite the Bristol area where we were and the possible collaborations that fortunate enough to be hosted enlightening to many of the group. are available. at Liveryman Peter McCarthy’s This led to a discussion on how beautiful venue Clevedon Hall. they could become more involved To summarise, this was a very (www.clevedonhall.co.uk) and play a more active role in the successful event and set the Company and resulted in a couple benchmark for future meetings with The event started in the early of freemen expressing interest in members outside London. evening and we had a small group progressing to livery and two more of Marketors in attendance as well members realising that their talents Note: A further Marketor Fellowship as a representative from the CIM could be usefully applied to our evening took place at Market South West. very active Outreach initiatives. Drayton in June.

Honorary Liveryman Adèle Thorpe generously sponsored the presentation of a copy of Marketing Helps Everyone: The History of The Worshipful Company of Marketors to the Guildhall Library. The book was published earlier this year. On Thursday 7 March Adèle personally presented copy No 3 of a Limited Edition of 100 to Dr Peter Ross, Principal Librarian of the Guildhall Library. Author Paul D Jagger and the history’s editor David Pearson were present. Dr Ross suggested that as the history a limited edition the object already had value and it would be placed in a special section. He commended the Marketors for including the oral history which would be of great value to future History presented to researchers. Left: David Pearson, Adèle Thorpe, Guildhall Library Dr Peter Ross and Paul D Jagger

MARKETOR SUMMER 2019 marketors.org 7 Carole Seawert Out of the frying pan… Court Assistant

On Shrove Tuesday the only place to be at lunchtime is Guildhall Yard for the Inter Livery Pancake Races. So, on 5 March, our quartet of athletic flippers donned livery gown, apron, chef’s hat and gloves to join 29 other livery teams to compete for the coveted Frying Pan trophy.

The rules are that you have to (who sponsor the occasion) provide run two lengths of the yard and the eggs for the pancakes and the toss your pancake once on the Fruiterers provide the lemons. All outward leg and once on the proceeds from the day are donated return. Pancakes needs to be to the Lord Mayor’s charities. flipped at least 30 centimetres in the air. The other unwritten rules are Anyone who would like to register that you have to possess a fiercely early interest in competing in the competitive streak as well as a 2020 races should contact our Clerk. sense of fun. It’s never too early to start practising your 30cm flips. As our team limbered up in preparation for their respective heats, they were joined by Past Master Sally Muggeridge, Senior Warden Lesley Wilson, the Clerk John Hammond, the Beadle James Hasler, and Court Assistant Carole Seawert. Alex Conabeare triumphed in his heat, earning him a place in the final. But, sadly, no-one won any trophies this year. Undeterred, the team headed off to Guildhall with the other competitors to enjoy an The Marketors competing this year amiable lunch. were Master Andrew Cross (Masters’ Race), Liveryman Alex Conabeare If you haven’t seen the pancake (Liverymen’s Race), Laura Giffard races in Guildhall Yard, make a (Ladies’ Race) and Liveryman note to visit next year as it’s a Martin Ashton (Novelty Race). colourful and entertaining affair. The Junior Warden Trevor Brignall also Gunmakers start the races by firing participated in the Masters’ Race as their mini cannon, the Clockmakers Martin Ashton in the Novelty Race President of the City Livery Club. record the race times, the Poulters

8 marketors.org WORSHIPFUL COMPANY of MARKETORS Alex Conabeare Marketors Magic Liveryman

On 5 March a group of City Livery Club members, Marketors and guests congregated at the premises of the Magic Circle, tucked behind Euston Square, for an evening of magical entertainment and illusion. Upon arrival through the rather non-descript doors you are instantly entranced by the ‘floating’ spiral staircase (right), decorated with historical scenes of illusion and magic. The astrological badge of the Magic Circle is featured. Their intimate venue is made up of a number of rooms over three floors, each with a distinct character, themed and decorated with magical exhibits which we explored and played with. It certainly brought out our inner child. A member of the Circle hosted us and explained the Circle’s history. We looked at the incredible names listed as their past presidents, from the mentalist David Berglas, to Ali Bongo. Magic is never more entertaining than when it is less than three feet away from you and delivered so professionally. We were treated to a series of talented acts in ‘Parlour’ close magic form, which included plenty of audience participation. I had his own x-ray machine to check The final part of the evening was really do not know how one of these himself after the many accidents a truly incredible show in the wonderful magicians knew I was he had practising dangerous spectacular Magic Circle Theatre. thinking of a glass, as revealed by illusions. The faux Chinaman Chung In the initial audience participation the word glass written on a card in Ling Soo, who hearing about a we were all persuaded that one of his wallet. And as for how he could job in China changed from an our arms did not work properly - a tell what playing card I was thinking Englishman to a Chinaman on very persuasive message. I was then of simply by asking me to count to the boat, made it to the top of invited to the stage with another ten, I would love to know - this would international magic literally through guest to ‘assist’ the talented magical certainly have magical applications disguise and misdirection and died storyteller in the presentation of his for marketing and communications! like many trailblazers, pushing the illusions. This involved collaboration and imagination, to ensure that We next visited the Magic Circle limits of illusion. He tried to catch what the audience saw was totally museum. This is a compact, a bullet. But one of the highlights convincing. It was a pleasure to but fascinating collection of was undoubtedly the story of Sooty be part of this incredibly creative memorabilia and artefacts, along M.M.C. (an official member of the process. with the stories bringing them to life Magic Circle), so named as he was delivered by a concierge with an originally all yellow, but during his first In the words of David Devant, the first encyclopaedic knowledge of the TV show recording they discovered President of The Magic Circle and history of magic. These included tales he had no contrast on the black and often acknowledged as one of the about Houdini and the bullet lodged white screens and therefore used greatest British magicians of all time in his hand, along with the fact he soot to shade his ears and nose. “it was all done by kindness”.

MARKETOR SUMMER 2019 marketors.org 9 Past Master Membership Keith Rowland, FCIM Court Assistant, Chairman Membership & awarded PhD and Fellowship Fellowship Committee

We had a fun and productive to guide new members through Prospective New Members’ evening their first year, introducing them on Wednesday 1 May at the to other freemen and liverymen, Worshipful Company of Information hosting them at Great Events, Technologists’ Hall. Thirteen guests and encouraging them to join attended to listen to the Master and committees and to progress. We the Senior and Junior Wardens outline are therefore initiating a team of the work and play of the Company. “buddies” to each take care of John Wheen, Chairman of Outreach, a new member and extend the briefed us all on the pro-bono work embrace of the Company. I am which is always of particular interest sure some of you can remember to applicants. Of the guests, three back to the time when you didn’t had already been interviewed and know many fellow members and four have since applied. Two more needed guidance, so please have told me that they intend to volunteer to k.g.rowland@btinternet. apply to join. com It is essential to constantly attract potential new members to the We are also taking Fellowship out Company to ensure our future. If of the City in a series of ‘Master’s Congratulations to Dr Keith Arundale you know anyone who may be roadshows’. The first was a small who has graduated from the interested, please direct them to but exciting evening at Clevedon Hall in March, which could lead to Adam Smith Business School of the the Join Us page on marketors.org further events in the South West and University of Glasgow with a PhD. His or ask them to email membership@ marketors.org possible collaboration with the CIM. doctoral research was into venture A similar evening was held in Market capital fund performance and We will probably be able to Drayton, Shropshire in June. investment practices in Europe and welcome around two dozen new the USA. freemen to the Marketors this We are the recruitment and year. Our Fellowship group has retention team and would welcome Compared to the US, European identified that we need to do more members to our committee. VC’s tend to have a lower propensity for risk, with a tendency to exit investments too early. His research suggested better practices for setting up and running a Venture Capital firm in order to achieve optimal performance including identifying “hot areas” for investment, engaging more investment partners with operational and entrepreneurial backgrounds who work together on deals but avoid a consensus approach to investment approval which can kill potential outliers. Master in 2007, Keith subsequently did much of the important groundwork that led to the formal Award of our Royal Charter in 2010. He currently leads our team of Almoners. Dr Arundale is a university lecturer, author, executive trainer and consultant in private equity and venture capital. He is Senior Visiting Fellow at Henley Business School.

10 marketors.org WORSHIPFUL COMPANY of MARKETORS Alex Conabeare Marketors give it their best shot Liveryman

Whether you are a seasoned gun, be made in rapid succession when or a novice clay pigeon shooter, the required. The practice is a fun and Inter-Livery Charity Clay Shoot is the social day to hone skills - unique for highlight of the calendar. many of us - but a lovely meet even Held over two days, 15 and 16 May, for the regular shooter. Past Master this year saw the 25th anniversary Venetia Howes practised with us but of the shoot which brings together joined our friends on the Information friendly competitors from most of Technologists’ team on the day itself. the livery companies. The Marketors’ So came the day of the shoot, team was led by our Master starting with a breakfast and safety Andrew Cross, with Liveryman Alex briefing at the world class Holland & The most exciting stand of the day Conabeare, Freeman Anne Curtis Holland ground, just outside London. is the Flurry. On this stand you all and Roger Howes. The weather was perfect and line up and a volunteer will help A month or so before the event after donning our Marketors caps, each shooter to quickly reload. This is a quickfire round where clays are we always meet for at least one sunglasses and ear defenders we sent across the sky from a tower practice shoot to get our eye in and set out to the first stand. On each polish our technique with advice at treetop height and the team of the ten stands you take turns to attempts to shoot as many as it can. from a friendly caddy. Most shotguns shoot eight or ten clays. Each pair today are double-barrelled and of clays is launched by a caddy, Once all the stands have been arranged “Over and Under” rather who presses a button upon the completed it is back to the plush than side by side. Loaded with two command “pull” from the shooter. club house for a delicious lunch cartridges, this enables two shots to and debrief. While the aim of the Depending on the direction, speed day is to have fun and improve and distance of the clay (much your shooting, it does help the like a little Frisbee gliding through enjoyment if you also get a decent the air) you then aim your gun to score when they are given out. Our hit the fast moving clay. If you can team certainly did and gained a anticipate the place to aim off for respectable 46th place from over each type of clay, you should learn 120 teams entering. to hit them fairly consistently…or This is probably one of the largest that’s the theory anyway. Some inter-livery events and a wonderfully stands and targets are easier to relaxed and social experience with hit than others, but sometimes you time to chat to other liverymen. surprise yourself and by not thinking Whether you are an expert gun, or too much you can “kill” the majority a novice looking to have your first of the clays on a stand. When go, do come along to one of our you’re not shooting yourself you can practice shoots and perhaps test watch how the clays fly and how your skills at next year’s inter livery The Master takes aim other shooters approach the shots. clay shoot.

MARKETOR SUMMER 2019 marketors.org 11 Mike Bugsgang Tasting the good life Liveryman

“We make wines to be shared is supporting during his year, the and enjoyed with friends because Westminster Society. The charity when it comes to life and wine, operates in Westminster and other experience is everything.” These London Boroughs to provide were the words of Riki Hutchinson of services to people with learning Babich Wines who expertly tutored disabilities and their families. over 70 Marketors and guests attending a tasting of excellent Riki Hutchinson then took over and Suzy Christopher. Lesley Wilson and the Master wines on a memorable evening on the wine tasting commenced with a Babich Classic Marlborough Wednesday 5 June in the Penthouse associated with red wine, Riki of New Zealand House, London. Sauvignon Blanc 2017. He explained that 90% of New Zealand’s wine highlighted the fact that New Having enjoyed stunning views exported is Sauvignon Blanc from Zealand has actually produced across the London skyline and the Marlborough region of the excellent vintages since the1800s. observing the Beating Retreat country’s South Island. Another Last but by no means least on ceremonial by the Household wine from this area followed, a the tasting list was a Babich Division taking place on Horse Babich Headwaters Estate Organic Winemakers’ Reserve St John Guards Parade below, guests Sauvignon Blanc 2017. Vineyard Hawke’s Bay Syrah 2014. moved in from the terrace to be Made from Syrah grapes grown in welcomed by the Master, Andrew With so much emphasis on Sauvignon Blanc, it is perhaps the volcanic soil around Hawke’s Cross. The Master spoke of the Bay on New Zealand’s North Island, work of one of the charities he not surprising that Marlborough is seeking the next ‘big thing’. this was an elegant, powerful wine with which to end the evening. According to Riki, that could come in the form of the third wine offered Throughout the tasting guests were for tasting, a light Babich Classic treated to a continuous flow of Pinot Noir Rose 2017. delicious canapés supplied by the wonderful team from Yhum Yhum’s It was then the turn of the reds to caterers, part of the Westminster take centre stage with the arrival of Society. Linda Morris, Nicola Wordsworth a Seresin Raupo Creek Marlborough (organiser) and Jim Blake Pinot Noir 2011. Not necessarily Cheers!

Two Marketors showcased as entrepreneurs

Liveryman Annie Brooks and Court of dogs has led her to be a devoted Assistant Carole Seawert were supporter of the Brighton Retired both named in f:Entrepreneur’s Greyhound Trust. After joining the #ialso Top 100 for 2019 – an Marketors in 2011, she progressed to initiative that celebrates 100 female Court Assistant serving from January entrepreneurs who inspire their 2016 to 2019, and has also been peers and communities through Secretary to the Aldgate Ward their businesses and wider activities. Club. Annie Brooks is on a mission To coincide with International to let more women know about the Women’s Day in March, Annie and livery world. Carole were invited, along with Carole is a self-employed the other Top 100 winners, to a copywriter who helps organisations champagne reception at the House raise the impact of their marketing of Lords where the speaker was communications. She is a member Baroness Martha Lane-Fox, founder of Sister Snog’s advisory board of LastMinute.com and Chancellor which meets four times a year of the Open University. to help determine and steer the her mission is to ‘save the English- speaking world from misusing Annie is a director of Sister Snog, future of the club. Carole also apostrophes’. a private members’ club for helps other livery companies remarkable business women and with their marketing and Carole Seawert is a Court Assistant believes that networking is key to communications. Her online alter and currently Chairman of the the growth of any business. Her love ego is Apostroph3Woman where Events Committee.

12 marketors.org WORSHIPFUL COMPANY of MARKETORS Are you now fully compliant Jeremy Stern Chairman of the Law in Data Protection? & Marketing Committee

It was just one year ago that the them. Too often the policies have productivity but also keep all the whole business world was going become out of date and feature data in one place. Disable USB through a series of panics regarding old laws or non-functioning email ports. Introduce regular password the introduction of a new piece of links. The same goes for your various changes and enforce rapid EU wide data protection law – the internal policies on matters such deployment of software patches dreaded GDPR. Pundits claimed as Dealing with Breach, Business and anti-virus updates. it would be “the end of email Continuity Plans, Encryption policies Finally tell the consumer their marketing” (Hubspot), “the end and so on. rights and ensure that you are of the email database” (Celsius gathering the data in the correct GKK) and “GDPR, the death Secondly, don’t forget that getting manner. Have you got a Cookie of telemarketing”(Computing your data privacy sorted is only policy prominent on your website? magazine). Plus there were dire part of the picture. Who else do If you are requesting sign ups to predictions about huge fines – up you share that data with? They also a newsletter, are you seeking to €20m – and the jailing of senior need to be audited and signed positive consent and allowing clear executives. up to an appropriately worded Confidentiality and Data Processing access to your privacy policy? If So where do we stand now. Has agreement. So that will include you intend to share this data with marketing Armageddon actually fulfilment houses, your payroll other companies, (eg: promotional arrived? The answer is obviously people, distribution companies and partners) separate consent must no. What has happened is that of course all of your agencies and IT usually be obtained for this. four times the number of data suppliers. All of the above applies to breaches have been logged with marketers of any size. As for those of the Information Commissioner’s Clear out all data. Less is best. If it is you sitting on the sidelines waiting Office (ICO) including some very old, delete it. If it has unnecessary for Brexit to make it all go away, significant ones (Ticketmaster, data, then get rid of those elements you will be waiting a long time. British Airways and even HMRC) as that you do not require. The Government has indicated companies get nervous of ignoring Having the policies is just the start that these laws are here to stay – even the smallest issue. In addition, of it. They need to be circulated, and anyway GDPR will remain the consumers have become more staff trained in them and then their standard, indeed the requirement, vocal and visible: the number of effectiveness tested, monitored for any company wishing to hold complaints made to the ICO has and if need be refreshed. Many any personal data on EU citizens doubled to over 40,000. And there companies will say that their Data even after Brexit. has been a huge increase in the Retention policy is say, six months, number of Subject Access Requests but who is responsible for arranging The role of the Law & Marketing whereby individuals can request the deletion. Does it actually ever Committee is to keep our members – for free – all the information that happen? up to date with legislative a company holds on them, or to changes like GDPR that may amend or delete it. Review your use of technology. affect marketing practice. We also Moving everything to a central work with other organisations and What should you do now? database and blocking local institutions to further the debate Firstly review your Data Privacy storage in individual machines about best practice and ethical Policies. These set out the rules may sound brutal but it will reduce behaviour in marketing. To join the about how you will treat data and the risk of you holding ‘rogue’ committee, or for more information, how the consumer can review or data. Consider your workflow contact jeremy.stern@promoveritas. change the data that you hold on systems. They can not only improve com

MARKETOR SUMMER 2019 marketors.org 13 Professor Ian Ryder Deputy Chairman, WCoM Knowledge Frictionless Commerce Development Committee

The last few years have seen lots of • ‘what is new in one environment There was an interesting point change in our daily lives, much of it may be seen as old in another. made that there is actually some driven by technology. eg: Salesforce could be differentiation to be had by telling several generations old in one customers that you DON’T use Buying just about anything, from organisation, but a brand robots! washing powder to holidays, is but new deployment in another. It The ethics of technology use was a ‘click’ away for anyone who has depends on the life-cycle of tech highlighted by one very large global access to a ‘device’ – PC, laptop, within each organisation’ business. Two excellent examples phone, tablet or even your TV. • ‘a speech recognition and of how it can go horribly wrong The weekly shop, the annual analytics tool helps us deal include: holiday, train tickets, car hire, a with many of the stressed and 1) A major tech company which distressed people who call us. boiler service, gym class or cinema deployed an AI solution that ticket – BUT….how easy is it? How In this case it is used to help us managed one part of their reliable? How secure? determine how tense, worried, or customer service platform. even truthful, the caller may be.’ However, because of the way The majority of us are involved in the profiles were built the system some way in providing goods and Not surprisingly, everyone mentioned the generics of Artificial taught itself how to become services. And we are all, one way or ‘racist’. another, consumers / customers. Intelligence, Augmented Reality and Virtual Reality, although the 2) Then there was the company The Worshipful Company of understanding of what these are which used AI to filter and sift Marketors (WCoM) has undertaken was varied. CV’s, which it did against the a research ‘snapshot’ of what is profile of past hiring selections. CRM and Big Data Analytics were called Frictionless Commerce, The system decided that also a common theme and other interviewing key executives from the young, white males were the memorable, and important points model and so consequently worlds of major tech, big charities, were made: every application outside that financial services and telcos. demographic was rejected! • ‘we are coming up with a Tech Road Map – marketing needs The way they defined it was, not too When questioned about customer a road map of technology surprisingly, quite similar: reactions / involvement, the range capability in order to underpin was wide: • ‘a seamless interaction with deliverables’ customers, in any channel, in • ‘we are seen as much more order that they can acquire and • ‘tech spans industries which transparent now.’ use our services and products means one good idea in one • ‘the customer doesn’t care! It’s easily.’ area could translate into others – a predictive platform for all about their user experience.’ • ‘The Domino’s Pizza App!’ marketing to improve customer • ‘positive overall, but we take • How we engage with our service would be fabulous!’ too long to respond. Customer customers and take down • ‘I don’t think AI is there yet, but expectations are unrealistic BUT barriers to trade – it’s how we Data Security is becoming very our response is insufficient. We retain competitive advantage for big – and led by the CIO. The are improving, but nowhere near those unachievable our brand.’ CIO naturally wants to restrict expectations!’ our systems that collect and • ‘Amazon 1-click’ – more than one hold data (GDPR a major pain!!) respondent used this example Measurement of brand impact and whereas the CMO wants the reputational markers. Some large • ‘…as near real-time as possible…. exact opposite! An area of major organisations don’t actually do as few touch points as possible… conflict and regulation is right in much more than manage within as much intelligence as possible.’ the middle of it!’ the rules set out from a distant • ‘Social Media is actually corporate HQ. We then asked what exactly are the used extensively in some • ‘It’s difficult. We’re not expected ‘new’ technologies in marketing? environments’. A couple of important points came to define what’s already done, just not to mess it up!’ out from several respondents: • ‘Cyber Security in its broadest sense. For example the provision • ‘tech is an enabler and must of secure communications Strategy was the last area of be seen that way – you need to throughout the supply discussion. Is this set first and then understand what you are going chain….Blockchain makes an tech deployed to achieve it, or to do with it before you get it.’ appearance here.’ is tech acquired and therefore

14 marketors.org WORSHIPFUL COMPANY of MARKETORS drives the strategy? Unanimous agreement here – strategy comes first every time. There were a couple of additional caveats: • ‘Strategy first although it may change with some of the newer tech like AR….’ • ‘Strategy first, and actually strategy can kick start research to develop new technologies.’

Conclusions Frictionless Commerce is a goal of many but a true reality for few. Amazon and Domino’s Pizza seem to come closest! Organisations we might expect to make things easy or seamless, like banks and telcos, are not even close. Some that would seem to be ‘ripe’ for it to ensure huge customer loyalty and retention, like airlines and holiday companies, again are not close. Even paragons like John Lewis in the retail world, who were not a part of this snapshot, have seemingly badly slipped from their previous position as an almost perfect experience. One thing is for sure – technology Court Assistant Professor Ian Ryder is here to stay. Claims will be made about its capability which may well marketing – they give no answers, 4) Ask to be educated yourself! be factually correct, but the utility but they help us to find them!’ You need to understand the for you and me in our daily lives is capabilities and limitations of the • ‘Brand – Quality of product / technology, and also what new, still not there. service – People: the top three viable technologies are on the things customers always tell us as Marketing, and the CMO, will way which may help. the reasons they buy – and you be working in close tandem never see them on any of the 5) Don’t be a Luddite over with technology and the CIO marketing programmes!!’ technology – but remember the going forward, but each needs customer has a choice, and it is to understand their own skills / Implications for the CMO highly improbable that marketing contribution well enough to ‘blend’ technology deployment will the perfect customer meal without 1) Don’t be swayed from keeping make a real difference to their trying to win any corporate turf focus on the customer, the final decision. wars. The only person important to messaging and the service us all in any of this, is the Customer. delivery, these are your CORE message: Customers will still differentiation – the tech is a tool always need the messaging to be I will finish with two wonderful, and to assist, and available to ALL. very insightful quotes from our right, and the product / service to contributors: 2) Establish a good rapport with deliver – the deployed technologies your CIO / CTO. they couldn’t care less about! • ‘Tech is there to organise and structure the data, but it doesn’t 3) Be prepared to educate your I would like to sincerely thank those get round the fact that you technical team in the basics of companies and individuals who (CMO) need to make decisions your task so they can understand so generously gave their valuable based on sound marketing how best to help, and enable time and shared their knowledge principles. Tools are always them to use their creativity within and experience to enable this there to fundamentally support their own expertise. ‘snapshot’ to be undertaken.

MARKETOR SUMMER 2019 marketors.org 15 Lesley Wilson Livery Schools Link Careers Fair Senior Warden

One of our four aims as a livery and they will then produce a short company is to promote marketing article drawing out the themes education and the benefits of the emerging from this next generation profession of marketing to those of marketing professionals! On our in the City, the Livery and beyond. stand we provided CIM qualification So, for the first time a team of 13 literature and marketing Marketor volunteers and many apprenticeship information. We other supporters and donors came had a fabulous display of Kellogg’s together to engage with secondary cornflake packets, thanks to the school children at this year’s Museum of Brands. Designs ranged Livery Schools Link Annual Careers from the 1930s to the present day with wide variations in ‘guessing the Showcase Event (@LiveryLSL) held in stories and experiences of our date’, but with lots of discussion on Guildhall. collective group of Marketors, we how a brand evolves in response hope all the pupils went away with On 19 June we joined over 30 to changing customer needs, and a new level of insight into marketing other livery companies; from the the role of brand design to create and the many options and Bakers to the Investment Managers, a competitive product proposition. opportunities to forge careers in Spectacle Makers, Fishmongers, Sheriff Liz Green (@LizGreenWCFK) one of the most dynamic and fast- Basketmakers, Information made a good guess at the dates paced professions today. Such is the Technologists and everything in of various Kellogg designs when joy of being part of a modern livery between. The event was held she popped over to our stand. company. For our part, we were in collaboration with the City Dating games aside, everyone inspired to hear how teenagers view Corporation’s London Careers remarked on the enduring success the concept of marketing and how Festival (#londoncareersfestival). It of the Kellogg’s brand name and this might inform marketing’s future attracted 40 schools from around its distinctive logo design, virtually evolution. the capital who brought over 90 unchanged since its launch over teachers and 1,000 pupils to hear 100 years ago. Brilliant teamwork: Philippa Seal, first-hand about the crafts, trades Chris Griffin, Glyn Cartwright, But the real success of the day and professions represented by Michael Lynch, Ian Ryder, David lay in the conversations between livery companies. Pearson, Sunila Lobo, Annie Brooks, Marketors and aspiring young Keith Rowland, Kristan Tetens, We received over 100 entries for our marketers. Some pupils were Nicky Oliver. Jeremy Stern. Andrew competition, designed to stimulate already focused and ambitious Cross. ideas about how to market a about a marketing career; many brand. A small judging panel from had a very limited understanding Thank you for support and the Knowledge Development of the breadth and depth of donations from the Museum of Committee will be selecting two marketing career paths; while others Brands, Chartered Institute of winning schools for the most original had little concept of marketing as a Marketing, PromoVeritas, Malcolm and effective marketing message profession. Listening to the personal McDonald, Whiteoaks PR, BT plc.

16 marketors.org WORSHIPFUL COMPANY of MARKETORS Liveryman Peter Short C.Eng FRAeS Michael Harrison 12 December 1939 – 28 March 2019 Past Master 2014

Peter’s career spanned over 60 years. He started with BOAC (now BA) where he ended up as Senior Computer Project Officer for their reservations system. Later, he was a founding director of Travicom which became part of the Galileo multi-airline reservation system. He launched the joint BA/Cable & Wireless BRAVO company as CEO – promoting the UK to 150,000 Travel Agents world-wide. Subsequently he worked as a consultant to Eurostar, IATA, AVIS, Harry Weeks Travel, Videcom International – reporting to each of their respective chairmen/CEOs. Clearly a very senior and valued executive. Peter became a WCoM freeman in 2005, a liveryman in 2006 and was given the very first Exceptional Service Award in 2012. Peter did not want to progress to higher office, but the Court wanted to give him special recognition – and the subsequent criteria for the new award were written around him. Needless to say, he genuinely did not believe that he deserved it! Peter reviewed how the WCoM could protect, and at the same time utilise, all our past records – which were “in the (then) Clerk’s home, in several Past Masters’ garages and lofts, and heaven only knows where else”. Entirely due to Peter’s detailed work on “the History Project” we On 1 September 2008 Peter and I which Peter and I were both now have on-line, but with various agreed to organise a Marketors’ directors and shareholders. levels of access control, all our Livery Fellowship Ryder Cup Golf historical documents and data in a Which leads me to Peter’s family. His Day. Subsequently the timing was fully searchable format. To do justice daughter Philippa and son Jeremy changed to end June/early July to reporting Peter’s legacy I must provided much needed help to this and the 14th of these was held on include the word “Spreadsheet”! business after his stroke. He was very 1 July 2019. Peter worked on every One that doesn’t stop at column proud of both of them. Jane, his one of them – including the one this Z but goes on from A right through wife, was the rock behind Peter. She year until his second stroke – and he to ZZ utilising many colours! encouraged and did her utmost was vital to their success. Peter was to create “business as usual”. He Peter did indeed provide remembered at this year’s Golf Day. was incredibly well looked after, “exceptional service” to our Peter, with typical generosity, mostly by Jane, and their love and Company. I knew Peter for assisted me greatly in my affection were there for all to see. ‘only’ 14 years. We enjoyed year as Master – and in the the Fellowship of the Livery and Peter was a self-effacing man of following year introduced me the Marketors in particular, and ethics, combined with considerable to SDS Group because he “felt subsequently were in business knowledge and humour. He that I could assist them”. together. He had one obvious gave consistently and generously fault – he was far better than he The SDS Group subsequently of his time. A truly good Livery himself believed. Yet everyone who created a new company – SDS Gentleman and it was a great met him recognised his value. Enterprise Services Limited in privilege to have known him.

MARKETOR SUMMER 2019 marketors.org 17 David Pearson Insight into The Marketing Society Past Master

The Marketing Society was founded as one of the top 50 marketing in 1959, some 16 years before the experts in the world. He spent 30 Guild of Marketors. Its original Aims years as a practitioner, first as an and Objectives were as follows: accountant and then in marketing where he was Marketing Director for a) Encouraging personal contact International Distillers and Vintners between people sharing common occupational interests; (IDV). He switched to academia and was Senior Fellow at London b) Improving the standard of Business School writing extensively marketing thinking throughout on marketing effectiveness. He the country as a whole, by any was a founder member of the appropriate means; Marketors’ Think Tank, the forerunner c) Speaking, when necessary, of today’s Knowledge Development on subjects of concern to Committee. the marketing fraternity with Julian Boulding is the owner of greater authority than could be networkone, which provides expected of individuals; “open source creativity” and d) Increasing the awareness of the communications services from need for integrated planning in independent agencies, for a all business activities; growing number of leading Past Master Andrew Marsden, a former e) Providing a forum for the international marketing companies. President of the Marketing Society dissemination of general Clients include Alliance Boots, marketing information and new Bacardi, Dyson, Exxon Mobil, David Haigh is the founder and ideas; Johnson & Johnson, Lego, Lufthansa, CEO of Brand Finance plc, the Nokia, and Prudential Asia. brand valuation consultancy. He f) In the longer term, providing worked as the Financial Director of Professor Hugh Davidson’s early a basis for education, with the Creative Business and WCRS & career was in marketing for particular reference to the ‘new Partners, then as Director of Brand Procter & Gamble, United Biscuits, entry’. Valuation at Interbrand before Glendinning Consultants and The Marketing Society has 3236 leaving in 1996 to launch Brand Playtex. He then co-founded the members world-wide and is Finance. He has written numerous consultancy, Oxford Strategic an exclusive global network of articles and given numerous Marketing focusing on marketing senior marketers. Outside the UK lectures on the subject of brand best practice and implementation it has established global hubs in and intangible asset valuation, and only hired experienced Hong Kong, Singapore, Dubai, including to the Marketors. practitioners from blue chip India and New York and sets its marketing firms. He was Chairman The Rt Hon The Lord Heseltine CH. vision as empowering bolder and of the Marketing Society. Michael Heseltine co-founded the braver leaders. It runs a world publisher Haymarket responsible class programme of events and its Chris Griffin co-founded the global for such titles as Campaign and publications provide a rich source brand company pi global in 1984 Marketing. He served as an MP of marketing content including which now has 60 staff based in from 1966 to 2001 and served interviews, expert opinion and case London, New York, Mumbai and prominently in both Margaret studies. Singapore, working on global Thatcher’s and John Major’s brands for clients including Over the years the Society has cabinets rising to Deputy Prime Anheuser Busch InBev, Unilever, selected senior members of Minister in the latter. He has served Pfizer and PepsiCo. Chris is also the profession to be appointed as President of the CIM and is Chief Executive of the Museum of Honorary Fellows and in 2016 I was an Honorary Liveryman of the Brands, Packaging and Advertising. fortunate to become one of them. Marketors. He has served as a director and I found myself among a surprising Treasurer of the Marketing Society. John Hooper CBE. After working for number that are also, or have In 2001 he founded Market Aid to Procter & Gamble as a copywriter, been, members of the Worshipful facilitate senior marketers giving John co-founded the promotion Company of Marketors: their time and experience pro bono consultancy Clarke Hooper. He Tim Ambler featured on Marketing’s to smaller charities. He is a Court later became director general of list of the 100 most powerful figures Assistant and past Treasurer of the the Incorporated Society of British in the industry and by the CIM Marketors. Advertisers (ISBA) and in 1997 was

18 marketors.org WORSHIPFUL COMPANY of MARKETORS awarded the CBE for services to Marketing Plans; how to prepare NatWest and Shell. He has also held advertising. He is a Court Assistant them; how to use them. He has numerous roles in the charity sector and Chairman of the Marketors delivered several seminars and and is now Chairman of Bromley Trust. He was Chairman of the lectures for the Marketors and was a Healthcare Trust. He has served as Marketing Society. founding member of the Think Tank. a Court Assistant and gave the City In 2016 he received an Exceptional Lecture in 1995. Sir Paul Judge. Sir Paul’s early career Service Award. was at Cadbury Schweppes and Dame Dianne Thompson DBE was he led the management buyout of Alan McWalter’s early career was CEO of Camelot from 2000 – 2014. their food businesses which became at Unilever and Spillers Foods before She previously held senior marketing Premier Foods. He sold his interests in joining Thomson Consumer Electronics roles with several retailers including 1989 and then dedicated his career where he became Vice President of Woolworths PLC and Signet Group to public service founding Judge UK Operations. He then worked with PLC. She was named Veuve Cliquot Business School in Cambridge, the Kingfisher Group as Marketing Business Woman of the Year in 2000 serving pro bono as Director- Director of Woolworth and Business and was voted 2001 Marketer of General of the Conservative Party, Development Director of Comet. the Year by the Marketing Society. acting as ministerial adviser to the He then served as Group Marketing She has served as President of the Cabinet Office, and chairing Food Director of Marks & Spencer PLC. He CIM. She has given a number of From Britain, the Royal Society of was on the board of the Marketing speeches to the Marketors. Arts and serving as President of Society for many years. the CIM. He became Alderman Anthony Thomson is the founder Vincent-Wayne Mitchell is Professor and former chairman of both Metro for the Ward of Tower in 2007 and of Marketing at the University of Aldermanic Sheriff in 2013-14. and Atom banks. He is Chairman Sydney Business School. He did of the Financial Services Forum He was Master Marketor in 2005. his PhD in Professional Services and chair of the FS National Skills An appreciation of his life was Marketing at Manchester University academy. He has given a number published in Marketor Summer 2017. where he became UMIST’s of speeches to the Marketors. Andrew Marsden worked in youngest professor. In 2004 he senior marketing roles for Unilever, became chair of the Marketing Keith Weed recently retired as CMO Freudenberg-Vileda, Danone Department at Cass Business at Unilever PLC, responsible for the and Britvic plc where he was School where he oversaw the marketing and communications CMO. He won Client of the Marketors’ Annual Award. functions, which also includes leadership of Unilever’s sustainability Year Award from the Marketing David Pearson worked in sales agenda. He is President of The Agencies Association and was also and marketing roles for Procter & recognised as the Daily Telegraph Gamble, Mars and Pillsbury before Advertising Association. Keith gave Jaeger Le Coultre Marketing becoming MD of Sony UK for ten the marketing address at the 2012 Director of the Year. He was Master years. He then worked in a variety Bowden Charter Dinner and also Marketor in 2015 and is chairman of British plc roles as Director, spoke at the 2016 conference in of the Financial Services Group of CEO and then Chairman. He was Oxford. He was President of the Livery Companies and serves on elected to the UK Hall of Fame in Marketing Society. the City Livery Committee. He was Marketing in 1995. He has published John Zealley is Senior Managing President of the Marketing Society. two books on marketing: The 20 Ps Director and the Products Growth Tim Mason had a 30-year career of Marketing (2013) and Marketing and Strategy Lead at Accenture. for Good is Good Marketing (2017). with Tesco rising to Marketing He is the author of Cracking the He was Master in 2016. Director in the UK and then Chief Consumer Code: How the Fast Executive of the Company’s US Sir Michael Perry GBE served as Moving Consumer Goods Industry division Fresh & Easy. Chairman and Chief Executive Can Survive and Grow in the Age of Officer at Unilever PLC. He also Digital Consumerism. Professor Malcolm McDonald is served as Chairman of Centrica an Emeritus Professor at Cranfield Other Honorary Fellows who have PLC. He has served as a NED on and a Visiting Professor at Henley addressed the Marketors include numerous boards including as Warwick, Aston and Bradford Professor Patrick Barwise; Jeremy President of the Marketing Council. Business Schools. Before taking Bullmore; Rita Clifton; Dominic He chaired the Marketing Society up an academic career he was Grounsell; Amanda Mackenzie OBE; Awards Judging Panel Marketing and Sales Director of Lord Ian Maclaurin; Mark Price; Canada Dry. He has published over Raoul Pinnell worked in senior Syl Saller; Sir Martin Sorrell; forty books including the best seller marketing roles at Heinz, Nestlé, and Rory Sutherland.

MARKETOR SUMMER 2019 marketors.org 19 Sunila Lobo One-on-One Interview: Kevin Roberts Freeman

Having begun as a Brand Manager in’! P&G, in his opinion, is the best at 17, Kevin now offers consultancy brand builder, as it combines art on commerce, media and sport. and science. He had also just joined the Board of Wigan Athletic as of the second Role of Marketers: Kevin believes week of April 2019. Quizzed at that the role of marketers today the outset by interviewer Middle is to ‘create a movement’; rather Warden John Farrell on whether he than building brands. “Ideas are the sees himself as from the UK or as currency of our time”. a New Zealander (he has homes Creativity: There is still a lack of in the UK, New York and in New marketer representation on Boards Zealand), it became clear that his for the reason that there is a lack heart is in New Zealand, although of trust in creativity on Boards. He Lancaster born. While essentially a marketing also believes that ROI should be event, this also proved to be a Kevin is an entertaining raconteur regarded as Return on Involvement. very entertaining evening in a and this was the third occasion He posed the question on how this superb venue. Held in April in the in which he has responded to an type of return could be measured? invitation to address the Marketors penthouse of the New Zealand Leadership: Kevin, who teaches High Commission in Haymarket, at a key event. In answer to John’s further questions about Leadership at Lancaster University on arrival 80 attendees from Kiwi and Oxford University, repeated Expats Abroad, New Zealand Trade brand building, and the role of Drucker’s views that Management and Enterprise and the Marketors marketers and leaders, he regaled is about ‘doing things right’, while were able to enjoy an outstanding us with stories from his distinguished Leadership is about ‘doing the right view of London admiring London’s career while sharing his views thing’. He believes there is no place landmarks like The Shard and the on these subjects. While he was London Eye as well as the fast the CEO of Pepsi-Cola Canada, today for the old command and changing City skyline from the large during a presentation around control, largely male and leader- open balcony. the introduction of NAFTA [North follower type leadership style as American Free Trade Agreement] practised in P&G and Pepsi. Kevin A variety of delicious canapés were which was about free trade and believes that the role of leaders served on wooden chopsticks (nice how it would be good for Canada, is:”To inspire everyone to be the touch!) and there was a tasting of a Kevin had a Coke vending machine best they can be, in pursuit of the New Zealand gin called Cardrona, brought onto the stage. To make company’s objectives”. soon to be introduced in the UK. The a memorable statement about latter was served as a cocktail with ‘killing’ off Pepsi’s rival, Coca-Cola Certainly no HR manual and no 360 apple juice and a cinnamon stick. he took out a machine gun (with degree feedback! There are three All this food and some New Zealand rubber bullets) and blasted away things a leader should do today; wine also on offer set us up nicely at the machine on LiveTV. The which is give people Responsibility, for what was to follow. Canadian PM Brian Mulroney was Opportunities to learn, and present at the time and, fortunately Recognition for their efforts. Being The Master introduced Kevin as a pre-briefed, did not flinch. It was an highly experienced marketer having ‘happy bunnies’ they will be 35% instant marketing success, taking worked in the retail, automotive, more productive. Leadership is Pepsi past Coke. food & beverage and advertising about moving from ‘getting things industries, from Mary Quant to Building brands: In his view, Mary done’ to ‘making things happen’. Gillette, Pepsi, Toyota and Lion Quant was very good at building Crucially it is also to create other Nathan as well as having been her brand. Mary could set the leaders. Finally, a leader needs the CEO Worldwide of Saatchi & trend and trusted instinct and a vision, not necessarily a vision Saatchi. Lauren Bartlett, of NZ Trade intuition. Amazingly, there was no statement. Kevin mentioned Martin and Enterprise then made a brief product testing at Mary Quant for its Luther King’s famous statement: introduction from KEA/NZ T&E’s cosmetics. A fantastic success was ‘I have a dream’; this is what is perspective. its tagline ‘make-up to make love needed.

20 marketors.org WORSHIPFUL COMPANY of MARKETORS Kevin believes in ABC which how to fix them. In answer to John’s • Market from Day 1, and stands for Ambition, (Self-) Belief probing about his exit from the Raise 5x what you think you and Courage. Although he does Publicis group which John thought • not personally believe he has was quite ‘colourful’, Kevin stated he need. developed anyone, he has certainly had no regrets, only wishing he had • It became clear that Kevin’s inspired many, including CEOs in NZ. expressed himself differently. In any views are based on his unique case, in his conversation with Shimon Lovemarks: In his 2005 book, understanding of millennials and Perez about leadership, Shimon he introduced the concept of their aspirations. They are not so had said that ‘a career without Lovemarks. What is considered much looking to move up the controversy is not a career at all’. important for brands is trust and corporate ladder. Millennials brands are traditionally built on Peak Performance: ‘64 shots’... instead seek ‘connectivity, respect. In contrast, Lovemarks Kevin talked about three kinds creativity and collaboration’, as is about emotional connectivity. well as visionary leaders who inspire Lovemarks create ‘loyalty beyond of change which is ‘Disruptive, them and brands they can love. reason’, beyond attribute, etc. For Transformational and Incremental’. example, Toyota was known for Predictions: He has made 10 Before those attending enjoyed its ‘Quality, Durability, Reliability’ predictions in the NZ Rugby Monthly further drinks and canapés, as well - respected for these attributes. for 20 years. Kevin has written a as the spectacular evening view of The Toyota CEO asked Kevin to book called Sisomo — which is London from this unique West End change Toyota from being the most about sight, sound and motion, vantage point, the Master Andrew respected car in the world to the about screen-agers, about being Cross thanked Middle Warden John most loved. This resulted in the Prius. mobile and how marketers should Farrell and Kevin for conducting Lovemarks are built on both respect take advantage of this. a lively interview, also the Events and love. Finally, for a start-up, how to build a Team, Court Assistant Carole Biggest failure of his career: Tom successful brand today? Seawert and Freeman Des Clark- Peters once told him to ‘Fail Noble (Event Director) for organising fast, Learn fast, Fix fast’. Kevin Kevin said to start with a: the event. mentioned he is shortly due to give • Purpose on a page and then, the 20 minute TED talks in Auckland Link to full transcript online: and Christchurch on failures and • Dream, Beliefs and Focus. marketors.org/KevinRoberts.

MARKETOR SUMMER 2019 marketors.org 21 Master’s Visit to Alsace 26 – 29 June All good friends and jolly good company

At the end of June a party of Situated on high ground overlooking Marketors from three flights met the medieval town of Rouffach, it up at the airport in Basle and is the site of an ancient castle and were soon travelling on together royal residence. It was later given to our destination Rouffach to the prince bishops of Strasbourg by coach. It was surprising and a larger fortress was built in the to find that few of us had any 14th-Century as part of the town’s knowledge of Alsace as a region, defences. Demolished around 1822, let alone a tourist destination. the current château was built over the remaining cellars with a tall Lying on the west bank of the river circular tower being added in 1894. Rhine, Alsace is the Germanic Our eyes were constantly drawn At Chateau d’Isenbourg area of France between the Rhine to the top of this tower as it was and the Vosges mountains. Over The internal decoration and topped with a large storks’ nest in the last two centuries Alsace has bedrooms are elegant and the which there was constant activity. passed between Germany and hotel has a uniquely relaxed style, France like a shuttlecock. So while providing an ideal base for our visit. now once again part of France, it Welcomed by the Master and has institutional differences. A large Carol, we enjoyed a welcoming proportion of its population of all glass of local Alsace Crémant and ages speak Alsacian – a dialectal a light lunch on the lawn. But with form of German. Alsace therefore stands slightly apart from any other such a high summer temperature region of France. In economic terms, the outdoor pool and sun-loungers it is part of the Rhine valley corridor, soon beckoned for most after our one of the most important trading early morning start. When we met routes since the Middle Ages. With for dinner later at the local Brasserie very fertile soil and with close links Julien, our party had expanded to Germany, the rest of France to 26 with others travelling by and to Switzerland, it has long car or train having joined us. been one of the most prosperous The following day we headed areas in Europe – hence its obvious off on a coach to the ancient attraction to acquisitive neighbours. walled town of Obernai where The Master Andrew Cross gained there was a street market in full knowledge of Alsace about 13 swing. Obernai is typical of an years ago when his wife Carol area famed for its pretty towns started to visit the annual Patchwork and villages, all with brightly coloured half-timbered houses. & Quilting Expo at St Marie aux With its excellent location in the Mines near Colmar. Patchwork heart of the vineyard region on the During the morning there had and quilting is Carol’s passion. Alsace wine route, the château been some amusement when our With yearly visits thereafter it has been a luxury hotel since guide Veronique had assumed became the natural choice for a 1974. Its elevated position above that being Marketors implied Master’s Trip in his year of office. Rouffach also provides panoramic that our Company specialised in Our accommodation was at the views of the Vosges Hills, the Rhine marquetry – for our next visit was beautiful Château d’Isenbourg. Plain and the Black Forest. to Marqueterie d’Art Spindler.

22 marketors.org WORSHIPFUL COMPANY of MARKETORS This was a family business that had The vineyards are particularly been passed from father to son famous for their Sylvaners, Rieslings for generations; creating furniture and Gewurtzraminers, wines that and pictures in truly exquisite are not produced anywhere marquetry. This was a fascinating else in France. Additionally, the centre promoting a little understood area produces much Pinot and a craft with an impressive quality really excellent dry Muscat which of work produced. Jean-Paul particularly met with favour in our Spindler our host described the group. Wine production is one of skills and techniques involved. the region’s main activities with vineyards located along the lower Lunch was taken at the 16th century eastern slopes of the Vosges. Domaine Seltz in Mittelbergheim. Collectively they comprise the Wine It comprised local speciality Route, a series of very attractive Tartes Flambée baked alongside small farming villages obviously us washed down with generous economically dependent on quantities of local wine. This was wine. For our second evening followed by a cellar tour and we dined together at another wine tasting. Albert, the bearded Rouffach restaurant La Poterne. young owner was energetic and passionate about his wines, highly We were off again on Friday 28 Typical half-timbered house informative in describing the June, this time to Eguisheim where nature of wine making in Alsace. our first activity comprised a wine the vineyards. The quiz format Most Alsace wines are white in quiz at Oenological Park with certainly had us taking a closer the German tradition using the questions to answer as we followed interest in learning the various skills traditional flute-shaped bottle; a trail in bright sunshine around and hazards of wine production.

A Team searching for wine quiz answers at Oenological Park

MARKETOR SUMMER 2019 marketors.org 23 A further cellar tour and tasting and speeches, but not before Citè de l’automobile or the Museum followed at Domaine Zinck given an interesting pre-dinner briefing of Printed Textiles, both in Mulhouse. by another young and enthusiastic on tourism in Alsace. Clearly this Both museums were impressive and proprietor Philippe Zinck. It was good attractive and picturesque region has much enjoyed. And then it was to see the important wine industry in been a well-kept secret as surprisingly back to the airport and home. Alsace the subject of so much passion. the British hardly register as part of The organisation of this three- their annual intake of visitors. Some Eguishelm is an exquisite village, day visit was immaculate, the might argue to keep it that way. the best and most visited in France Master being ably assisted by and its circular streets were quite On our last day, we enjoyed lunch in a local French speaking friend Disneyesque in character. A black Berrwiler at the l’Arbre Vert restaurant Nadine. Of course, the blue skies tie gala dinner took place that and afterwards we were given a throughout was always going to evening in our château complete choice of museums – the fabulous be a bonus, enhancing the great with rhyming grace, loyal toasts Schlumpf collection of cars at the natural beauty of the region.

Eguisheim One of a huge number of Bugatti Cars collected by the Schlumpf brothers

What will your legacy be? The MARKETORS’ TRUST Marketing, as a profession, has been kind to most of us, giving us opportunities for a successful career and a good life. Please would you consider showing your gratitude by leaving a charitable bequest in your will to The Marketors’ Trust, to help support others less advantaged or who are at the start of their marketing careers. It is very easy to do, by simply adding a codicil to your will. We would be happy to provide the appropriate wording; email us at [email protected]. Any amount, small or large, will go to good causes. The Marketors’ Trust Charity Reg. No. 272339

24 marketors.org WORSHIPFUL COMPANY of MARKETORS Marketors Outreach Committee Outreach extends Graham Storey Liveryman to Ghana Outreach Team

The Worshipful Company of Marketors’ Outreach programme has been honoured to set up a successful marketing skills transfer project for the African Science Academy (ASA), based in Tema, Ghana. At the first meeting of the Marketors’ ASA is a new, girls-only residential Outreach Committee in 2019 a school for maths and science, change of Chairman was formally opened by the African Gifted marked by a presentation of a bottle of champagne to the Foundation in 2016. This charity is led better in the second year as all outgoing Chairman, Court Assistant by African and UK executives and received university offers with 95% Brian Sweeney from the incoming educational experts determined to of them gaining full scholarships. Chairman, Liveryman John Wheen. provide an opportunity for Africa’s Academy girls have achieved gifted children to develop their places in Edinburgh University, The Outreach team really enjoy full potential in STEM subjects. The Minerva University, Ashesi University, doing what we do well, and Academy offers globally respected African Leadership University and you could join us! We use our Cambridge International Advanced Academic City College among professional skills and experience to Level qualifications in maths, further others. Most scholarships attained help a wide variety of ‘good cause’ maths and physics. Partnering were awarded by the MasterCard organisations needing marketing with world class organisations Foundation. support. with recognised expertise in The African Science Academy mathematics and computing has Importantly, because it is is focused on more than just enabled the Academy to deliver a conducted within a well tried developing their students unique educational experience and delivery system, the support academically. Their mission is to pathway to undergraduate study given enables ‘good cause’ raise visionary leaders who will play and future careers in areas such as organisations to achieve better a significant part in Africa’s beautiful Engineering, Science marketing outcomes within their transformational story. Girls learn to and Computing. own specialised environment. be ambitious, appreciate diversity Following the old saying, “Give The Marketors’ Outreach skills transfer and aspire to excellence. They are someone a fish you feed them for project, led by Freeman Nicola also empowered and encouraged a day, teach them how to fish you Chapman, has enabled the ASA to be innovative in their work. ASA feed them for a lifetime”, Outreach to improve its marketing leading to fosters a caring community where projects guide, advise and transfer better communication with potential students show care not just to one marketing skills while the marketing students, providers of undergraduate another but also to those around activities are done by the people in courses, job opportunities in Africa them - the girls give back to the the ‘good cause’ organisations. and crucially funding partners who community by teaching Maths and To help keep track of the Outreach provide the vital financial support at Science to the children in the activities and the individual hours all stages of progression. local school. of time given by those in the One remarkable element of the The Worshipful Company of team, Liveryman Ian Moore joined ASAs many achievements can Marketors’ Outreach programme is Outreach early in 2019 as the be seen by focusing on the class committed to providing marketing Outreach Analysis Co-Ordinator. of 2017/18. With only 24 students support to ASA as an ongoing About 30 individual Outreach selected each year from hopeful project with marketing objectives projects can be running at any candidates of many African and challenges evolving as time time, across a spectrum of stages nations, the students in each intake goes by. With the first group of ASA from initial marketing brief definition study the normal two year course students soon graduating, the new to a management team agreeing of Cambridge A-Level qualifications Alumni can be a powerful and in writing that the Outreach project of maths and physics but in just inspirational force to influence and objectives have been achieved, one year. Most of the 2017/18 encourage future generations of often with some other marketing class achieved A*- B grades in students to be part of this incredible improvements were not in the initial all three subjects. In the first year, ASA programme. In this way they brief. This is a lot of activity time to 40% attained full scholarships to will help play a significant part in keep track of and to accurately study at top universities around social, educational and commercial record. Ian is thanked for taking on the globe. The results got even advances in Africa. that important responsibility.

MARKETOR SUMMER 2019 marketors.org 25 Liveryman Peter Brown 5 May 1932 – 5 May 2019

The Company is saddened to record the passing of Peter Brown on his 87th birthday. Condolences have been sent on behalf of the Company to his widow, Christine. Peter’s father was a member of the Royal Air Force, and Peter was born in married quarters at RAF Waddington, near Lincoln in 1932. When he was 16, Peter also joined the RAF, carrying out an electronic engineering apprenticeship at RAF Cranwell. After 14 years in RAF, servicing ground radar equipment, and in his own words “realising I could not become Chief of The Air Staff”, he left the RAF. He was quickly promoted in the civilian electronics world, and within three years became Managing Director for Guest International Ltd, one of the youngest CEOs in London. He held responsibility for contra trade of electronic components and equipment between the then Yugoslav Republic and the UK. In recognition of help to the Yugoslavs he was awarded the Freedom of the City of Nova Mesta. In 1972 Peter joined Bofors Electronics Ltd. as Managing Director. This was a subsidiary of AB Bofors Sweden, the firm of Alfred Nobel. Here he was responsible for the design and marketing of industrial process control equipment. By the time he was 45, Peter had started his own business, Rhopoint Ltd, and marketing specialist instrumentation to the electrical supply industry in the UK. In 1999 Peter’s company was selected for a Royal Visit by the Duke of Edinburgh. On his retirement from Rhopoint in 2005 Peter received many testimonials from grateful staff who appreciated his help and encouragement in marketing as well as electronics. Peter managed to combine a successful career as an Incorporated Engineer – a Fellow of Institute of Engineering Technology - with at the same time being a Fellow of the CIM and a Chartered Marketer. Peter joined the Worshipful Company of Marketors as a freeman in 2005 and progressed quickly to the livery the same year. He lived in Norfolk. Other activities: • Member of the Advisory Committee for the Faculty of Technology School of Engineering Kingston University • Chairman of the Surrey Innovation Forum (a consortium of universities comprising Brunel, Surrey, The Royal Holloway and Kingston to explore technology transfer into industry) • Chairman of Judges for the Young Engineer of Britain Competition • Council Member Electrical Research Association • Director of the Surrey Science and Technology Regional Organisation • Director of the Surrey Business Link • Member Editorial Advisory Committee for the then Institute of Incorporated Engineers journal Engineering Technology • Member of the Strategic Planning Society London.

26 marketors.org WORSHIPFUL COMPANY of MARKETORS City and Livery Quiz

With the passage of time, most Marketors slowly learn about some of the quirks of the City of London and its fascinating and varied Livery tradition. This quiz is intended as food for thought and to let you test your own level of acquired knowledge. Grateful thanks to our former Clerk, Honorary Liveryman Adèle Thorpe, who assisted the Editor in providing many of the questions.

1. Which livery hall convenes 15. “My gracious darling, 29. What is a SABTAC? each year as a formal for goodness sake make 30. Which livery hall served with Court of Law, and why? haste since I’m very cold”. What is the relevance of distinction in World War Two? 2. What dating from 1737 this livery statement? 31. What uniquely happened in the should all Freemen of the Lord Mayor’s Show of 1983? City of London have? 16. Which livery company has the one word motto 32. Where in the City would you What is a baker’s “Cito” (swiftly in Latin)? 3. see the famous inscription “The dozen and why did the 17. What did Alderman Andrew Earth is the Lord’s, and the expression originate? Parmley claim the cost of his fulness thereof” (Psalm 24)? 4. Which liveryman shrieval chain would have bought where he came from? 33. What priceless items, the famously served as Lord subject of a book by a Lady Mayor four times? 18. Which livery company Mayoress, were handed over installs an Upper Bailiff, 5. Why are the Carmen to Mansion House in 1987? rather than a Master? considered ancient yet 34. Air Conditioning, Ventilation, the Farmers modern? 19. In what common way Refrigeration and Jet are both the Air Pilots and engine manufacture are all 6. What explanation is often Master Mariners unique industries represented by given for the phrase “at as livery companies? sixes and sevens”? what livery company? 20. The Rose Bowl Ceremony is 7. What is unique about being conducted. What should 35. The annual archery competition the Apothecaries as a you do when your turn comes? between the Bowyers and livery company? Fletchers at the Tower of 21. If you are asked if you know London could not take place 8. What was the subject of a book the Bishop of Norwich, in 2011. How was the rivalry by Nicholas Woolf, husband what should you say? for supremacy settled? of a recent Lord Mayor? 22. What special delicacy is served 36. Who is the mother of the at an annual charity lunch in 9. Which company was limited to Livery? ie: the living female May at Merchant Taylors’ Hall? 110 liverymen on forming in 1953 who served as a Master but increased to 240 in 1984? 23. What debt was repaid by the the longest time ago. Drapers to the Carpenters What is the oldest 10. in World War Two? 37. Which livery company continually elected office holds the “Cocks and in the City of London? 24. What right did the City of Caps” ceremony for the London get in 1215 that installation of its wardens? 11. Which livery company it still exercises today? master traditionally serves 38. What are the three How many Ward a two year term? 25. traditional ways of joining Clubs are there? a livery company? 12. Which City role is directly Why do we call exhibits in the elected by the whole of 26. Lord Mayor’s Show “floats”? 39. What two mythical pagan Common Council? giants are the traditional 27. Which livery company has guardians of the City? 13. Which Marketor has held the not yet admitted women most Livery masterships? to membership? 40. What is the origin of a Masterpiece? 14. What type of structure was 28. What is unique to the following: erected without consent Fishmongers, Goldsmiths, Online research is encouraged! to give rise to the annual Dyers, Saddlers, Blacksmiths, Full answers will be given in the Knolly’s Rose ceremony? Basketmakers and Shipwrights? website on Monday 26 August.

MARKETOR SUMMER 2019 marketors.org 27 Peter Rosenvinge Mentoring partnership Court Assistant Chairman Professional with University of Greenwich Mentoring Programme

Mentors from the Worshipful Company of Marketors helped students scoop two of the five available prizes at the University of Greenwich’s Enterprise Challenge Finals Day in late March. In January over 60 students at the University of Greenwich entered the main Enterprise Challenge Competition, with seven of our experienced mentors helping students develop their business ideas in order to pitch at semi-final and final stage in front of a panel of judges. We are pleased to say that three of the seven students mentored reached the final 10 in Greenwich and two won prizes out of the five available. The winners of the Social Category Award were students Don Munasinghe and Chathunda Hewage (below) of the company Nephthys, who were both mentored by Liveryman Richard Mayer. Nephthys provides innovative products, the first of which is a smart stick for visually impaired people - possibly able to replace the need for a guide dog. Court Assistant Peter Rosenvinge with winners Amira Eltokhy and Mohamed Said The Engineers in Business Winners were students Amira Eltokhy and have developed quick, accurate, bravely. Liveryman Roger Harrop Mohamed Said (right) of the cost-effective and accessible had done a great job in mentoring company Rapid Bio-Labs. They software to deliver automated cell him through to the Final, so it was a were mentored by Liveryman counting services using Artificial disappointing end to a lot of hard Jonathan Williams, who achieved Intelligence (AI). Amira was very work. this feat despite living and working appreciative of Jonathan’s help The overall winner went to La in Sydney, Australia. Rapid Bio-Labs and support: “He was and still is very supportive. He gave us all the Leche, a new fashion brand time and information we asked creating optic fibre swim and party for and also guided the team wear for gay men. towards greater professionalism in This is the first running of this marketing and the market research Greenwich-Marketors initiative, process. He is always there for me which followed an approach to the via Skype and emails. I learned University of Greenwich last summer a lot from him. I am so grateful by the Marketors. Both sides feel to know such an amazing and the relationship has got off to a supportive personality.” good start and plan to run it for a The bad luck award would surely second year from January to March have gone to Alan Wong, who 2020. If any Marketor is interested was starting to present his proposal in being a mentor on this or our for an indie board game via his wider programme of mentoring (less company, Spinning Cog Games at intensive but over a flexible, longer the Finals event. He was alarmed period) please contact me at to realise the organisers had [email protected] or on 07905 loaded the wrong presentation 903403. Please also see.marketors. up for him and the rules did not org/About-Us/Committees/ allow for a reload. He carried on Professional-Mentoring-Programme

28 marketors.org WORSHIPFUL COMPANY of MARKETORS What is Younger Marketors?

It’s a forum for members of the The 2020 Harvard John Hooper CBE Marketors who are in their 20s, Chairman, The Martyn Davis 30s and 40s – whether you are a Charitable Trust AMP Bursary Scholar, Freeman or Liveryman. But anyone who is young at heart is In 2015, a Bursary from Court AMP is a graduate, at least 40 also very welcome to be part of it. Assistant Emeritus Professor Martyn years old, with a minimum of 15-20 Davis enabled Liveryman Lesley years’ working experience including What is its purpose? Wilson to experience a life- significant time at a senior level in The group was formed to promote changing opportunity by attending large organisations. This may be the wider involvement of our the very prestigious Advanced in the Corporate, Public or Third younger members. The idea is Management Programme (AMP) sector domain. Liverymen interested to grow fellowship, encourage at Harvard Business School. Lesley in applying for this prestigious participation and bring together wrote about her experiences in programme are required to have our ‘future leaders’ of the WCoM. previous issues of Marketor, saying secured permission from their It’s aimed equally at recent joiners that the world-class knowledge employer to attend the programme who have yet to dip their toe into and a broader and better sense prior to submitting their application. livery life as well as longer-standing of judgement, as well as a growth Full details of the programme younger members of the Company. in self-confidence, were her most and the eligibility criteria will be lasting memories of the experience. What does the group do? circulated to liverymen in an email This eight week residential by the Clerk. Suitably qualified We meet once a quarter where programme sets the global candidates will be invited to we can build connections and standard in Executive Education apply and it is likely that a short friendships with like-minded with a carefully orchestrated list of two or three will be put individuals in an informal setting. It’s curriculum and dynamic peer- forward for interview by a panel also a great way to find out what’s to-peer interaction creating an including a representative of happening within the Company unparalleled learning experience. the HBS Admissions Committee and to share thoughts which in the Autumn of this year. can be fed back to the Court. Through the ongoing generosity of Professor Davis and the Charitable Where are the meetings held? Trust Fund he set up, another At the Naval and Military Club Bursary is now being offered for (In and Out Club), 4 St James’s the 2020 AMP. Professor Davis Square, London SW1Y 4JU. has a passion for the AMP and his generosity speaks volumes What time are they? about the ethos and spirit of the You can drop by for a drink any Marketors’ Company. Why would time between 18.30 and 20.30. anyone give substantial funding for a Bursary to be awarded When are they? to an individual liveryman The dates for our next 2019 unknown to them? It reflects a get-togethers are: belief about the importance of marketing and the opportunity • Wednesday 11 September that the AMP provides to deliver • Wednesday 11 December a life-changing experience. How do I sign up for the next one? This exceptional opportunity is open to liverymen of the Marketors’ Email Laura Giffard on: laura@ Company only and applicants must perq.studio saying you’d like meet stringent eligibility criteria. The to come along. We really look typical delegate on the Harvard forward to seeing you.

MARKETOR SUMMER 2019 marketors.org 29 Five years of Masters’ Diana Tombs Liveryman Charitable Choices The Marketors’ Trust

Every year The Marketors’ Trust gives Immediate Past Master Richard the incoming Master an allowance Christou chose to allocate his from the Trust to donate to the allowance last year across five charity or charities of his or her different good causes, including The choice. Over the years, the Masters’ William Reason Hough Benevolent choices have included a wide Fund, Trinity College Cambridge range of worthy causes, reflecting and Magdalene College the equally wide variety of interests Cambridge. His contribution to the of the respective Masters. Lord Mayor’s Big Curry Lunch, this This year, Master Andrew Cross has great annual event at London’s chosen two very different charities Guildhall, went to support members to support: The Westminster Society of Her Majesty’s Armed Forces and the Cycle-Smart Foundation. and Veterans who have served in Iraq and Afghanistan through the British Army’s national charity ABF The Soldiers’ Charity, now also in association with The Royal Navy The Westminster Society and Royal Marines Charity and The (www.wspld.org.uk) is an award Royal Air Force Benevolent Fund. winning charity providing services Delicious curries and a silent auction for people with a range of learning with “money can’t buy prizes” make disabilities and their families. They for an amazing way to raise money operate in Westminster and other for such a cause that is close to the London Boroughs. heart of the entire Livery. The Cycle-smart Foundation Their vision is to enable learning (www.cycle-smartfoundation. disabled Londoners to stay healthy, org), another award-winning be safe, and to have the chance charity, is committed to saving to make full use of everything their young people’s lives by promoting community has to offer, just like safer cycling and the use of cycle everybody else. helmets. It has developed an extensive education programme targeting children from their early years through to mid-teens. By providing the child with age- appropriate material, the charity aims to empower children and young people with the knowledge and skills to help them make an informed choice on the potential benefits of safety helmets and to overcome any peer pressure that they may face.

30 marketors.org WORSHIPFUL COMPANY of MARKETORS Richard’s fifth choice of charity was Redwings Horse Sanctuary (www. redwings.org.uk), the UK’s largest horse sanctuary responsible for over 2,000 horses, ponies, donkeys and mules. Their aim is to provide and promote the care and protection of all horses and donkeys by offering a place of safety to those in need, rehoming those with the potential for a fulfilling life outside the Sanctuary, and educating owners and future generations about the value of horse welfare.

affected by this extremely rare hospitals and a range of community condition as well as their parents/ and healthcare settings. They also carers and to educate health work in special schools, where music professionals and the general can make a huge difference to the public about it. They also facilitate lives of children and their families. opportunities for those affected to In 2015, Master Andrew Marsden meet and provide for adaptive and shared his allowance between medical needs. Marie Curie (www.mariecurie.org. In 2017, the Master Sue Garland Sue’s third charity arose from a uk), who provide care and support Worthington shared her allowance discussion with late Liveryman Dan through terminal illness, and the City across three charities: the Nicholas Doherty, while on the annual Halls based charity Suited & Booted. Boas Charitable Trust (www. Walk to raise money for charity. Dan was deeply involved with a charity nicholasboastrust.org.uk), which called Learning for Life which was supports the development of young set up as a response to the need for students of visual and musical arts, education, especially of girls in South Walking with Giants and Learning Asia. Please also see the separate for Life. article, supplied by Neil Fullbrook, with an update on the Dan Doherty Memorial School in Nepal. Suited & Booted Master David Pearson allocated (www.suitedbootedcentre.org. all his allowance to just one charity uk) is a new charity, which helps Live Music Now (www.livemusicnow. vulnerable, unemployed and low- As Sue wrote in a previous article org.uk). LMN is a UK-wide initiative, income men to get into employment for the Marketor, the decision to created by Yehudi Menuhin and by providing them with suitable support Walking with Giants (www. Ian Stoutzker in 1977. LMN selects interview clothing donated by walkingwithgiants.org) was the young, professional musicians who companies and professionals. They serendipitous result of staying at combine exceptional performing also offer their clients advice and the Marriott Hotel in Liverpool. At skills with special qualities of insight, mentoring. generosity of spirit and flexibility. the same time it happened to be Clients are referred to them by They enhance their skills through hosting the annual get together public agencies and charities such their distinctive approach to training of a small charity which helps as Jobcentres Plus, Crisis or London and performance and send them children and families affected by Probation, when they have the offer out into the community to perform Microcephalic Primordial Dwarfism. of a job interview or work placement. for older people and children with Growth of those affected is They provide a welcoming, friendly special educational needs. proportional but extremely delayed, environment where clients come in with some people only reaching a Every year, their musicians deliver for a dressing session as well as some height of 2ft 10ins. The charity’s aims thousands of interactive music thoughtful advice, interview training is to provide support for individuals programmes in care homes and and support.

MARKETOR SUMMER 2019 marketors.org 31 THE DAN DOHERTY MEMORIAL SCHOOL UPDATE

Supplementary Education Classes Reported by Bhumika Sunuwar, Education Program Officer and Women’s Meeting Hall COSAN, Kathmandu

Many members will remember the charity Learning for Life to build, training. The children involved in the late Dan Doherty whom we lost to a through its local partner COSAN, classes are from disadvantaged brain tumour in March 2016. Dan was the school on land donated by a backgrounds, particularly Dalits, an a lively and very active member of local benefactor. indigenous community. Learning for the Marketors and could always be Life is also coordinating with local Now, some three years on, the found at the centre of any gathering government to run Early Childhood school has taken on a new lease or else providing sage advice on Development (ECD) classes in the of life and has found its place in business related matters. school to help to inspire and nurture the rural community in Nepal. With children into the culture of learning We’ve reported in previous issues of some extra help on the fundraising offered by this essential facility. This Marketor the building and launch of side, including a generous donation has now become a focal point for the Dan Doherty Memorial School. from Past Master Sue Garland the community and beyond and we Many Marketors donated money Worthington’s Master’s Charity, just wish that Dan could see what to build the school and some took the school has again reopened has been achieved in his name. You part in a parachute jump to meet for a new academic year. On 16 can view updates on the school at: the £30,000 raised which enabled April 2019 it welcomed boys and thedandohertymemorialschool.org girls who would have otherwise Present Update have either not gone to school or dropped out. 38 students have re-enrolled the class in session 2019. The school offers a part of non- formal supplementary education 17 (45%) are girls. programmes for rural and 21 (55%) are boys. marginalised children. Along with providing the education, women’s Around 70 percent are from poor groups also use the meeting hall to and indigenous communities (Praja). run saving and credit cooperatives and other capacity building 30 percent are Dalit family. Have you seen the Marketors’ merchandise?

We have a very smart and sturdy umbrella with our insignia Umbrella £24.00 (ex (P+P) that folds up very neatly. Also, we have the Marketors’ notebook at a very good price – it looks elegant and professional, again with our insignia on the front. Our ties and cufflinks are high quality products to be worn with Silk tie £28.00 (ex P+P) pride. If you have just joined our Company as a Freeman or have recently become a Liveryman, why not indulge yourself? Please send your orders to: Edward Fulbrook FCIM FIDM 3 Greenholme Court 89 Greenhill Main Road Cufflinks £32.00 (ex P+P) Sheffield S8 7RE Tel / Fax 0114 237 5998 Notepad £14.00 (ex P+P) Mobile 07515 011 907 [email protected]

32 marketors.org WORSHIPFUL COMPANY of MARKETORS Marketors’ Outreach

Helping young people with Philippa Seal Liveryman debating and presentation skills Outreach Team

The Marketors’ Outreach up and arguing their reasoned Monday 5 March. After Court programme helps good causes in case for the likely impacts of the proceedings had closed for the many ways; one is to help younger digital revolution on the City. With day, we were welcomed into the students develop debating and the help of the Head of Business Central Criminal Court to watch presentation skills by participating and Economics, Rory Saunders the two school teams battle it out in the annual Sheriffs’ Challenge and support from the Academy’s in front of the panel of judges. - an inter-school two-round, Head, Gary Kynaston and 6th form Sheriffs Liz Green and Alderman Livery sponsored competition. teacher Kerrie Moss, the students Vincent Keaveny had enlisted the had organised themselves to meet A team of Marketors including support of two Old Bailey Judges, every week to decide what the Senior Warden Lesley Wilson and HHJ Sarah Munro QC and HHJ Philip digital economy meant for the Liveryman Philippa Seal were Katz QC, to make up a panel of City of London. They practised invited to support Hammersmith four. After drawing lots, the boys their speeches individually and Academy guide their 6th form from Mulberry School Shoreditch rehearsed in school in front of student team in preparing and went first with a brilliant presentation another class. As their Mentor, I delivering a presentation on What on the impact of the digital watched over a period of four will be the key impacts of the digital economy, but Christ’s Hospital’s all weeks as their arguments came revolution on the City of London? together and guided them towards girl team gave an equally stellar This West London school has long making a great presentation at performance with their intellectual established links to the Marketors. Coventry University’s London facility. arguments. After a break, the On 11 February, in a conference winners were announced: Mulberry On the night, the Senior Warden room at the University of Coventry, School Shoreditch won with and I sat with our team and their London, near Liverpool Street, I just a single point difference. teacher and watched as each waited anxiously at 4pm together competing school took different It was a delight and privilege to with Senior Warden Lesley Wilson approaches, each fielding a team of participate in the whole competition for our Hammersmith Academy between four and eight pupils and from heat to final which showcased team to arrive for the heat. We in turn presenting their arguments. the wealth of diversity and talent were welcomed by Anne Punter, When the time came for our team among London’s school children. chief organiser of the competition, to present, they transformed from and joined students and teachers By responding to the Sheriffs’ being nervous bystanders to giving from seven other London schools: Challenge, the students from a clear, convincing and amusing Lilian Baylis Technology School, presentation to the room. In the Hammersmith Academy had Kensington Aldridge Academy, end, however, there could be only ‘stretched themselves’ and certainly Rokeby School, Burntwood School, one winner of this heat. Mulberry been moved out of their comfort Haberdashers’ Aske’s Knights Academy Shoreditch was chosen zone. What great preparation this Academy, Mulberry School for Girls by the judges for their presentation competition provides for success in and Mulberry Academy Shoreditch. in which they had imaginatively their own futures. From what I had Hammersmith Academy fielded a decided to present as a TV style seen both in the heat and the final, team of eight students from Year panel interview. But would they later I was sure that many of the students 12, aged between 16 and 17 years win the final in Court No1 at the Old would go on to do great things old. This would be the culmination Bailey? Together with the Master, and, in their own individual way, of six weeks’ work in standing Andrew Cross, we went to find out on change the world for the better.

MARKETOR SUMMER 2019 marketors.org 33 Diana Tombs Liveryman and Trustee, The Marketors’ Trust supports Marketing The Marketors’ Trust

So you would think, I hear you say! Attendances have been high with This archive is proving to be of But, while this headline may sound several events being sold out. The especial value to marketing and as if it’s stating the obvious, not all events will start again in September management academics, students, members may know that one of the with Emma Zangs, a choreographer, social historians, researchers and to Trust’s giving strategies is to support pitch and movement coach, marketing practitioners of all kinds. our marketing industry and its running a Masterclass on how to But to continue its valuable work in professional bodies. These are two boost public speaking skills. accumulating relevant material and examples. making it freely accessible, it needs More information on forthcoming funding of £35,000 per year. The Museum of Brands events will be circulated through the museumofbrands.com, based Clerk’s Notices and on our website. The Marketors’ Trust has joined in Ladbroke Grove, is a charity more than 50 organisations and The Archive of Market and Social whose objective is to explore how individuals in committing its support Research was established in 2016 brands shape our world. Their to the archive with a donation of and is supported by the Market activities include both the Museum £1,000 which it hopes to repeat Research Society, although wholly (which is fascinating to visit – highly annually. independent of it. Led by a Board recommended!) and an extensive of distinguished Trustees and a team This support will help to ensure learning programme, which includes of dedicated volunteers, it has that the learning processes a Professional Development provided for the first time a central and discoveries inherent in the programme for career marketers. source of historic marketing and development of marketing, The Marketors’ Trust agreed a research material from the last 50+ together with the research findings new giving initiative this year to years. It has rescued from oblivion which underpin them, will be provide a grant of £15k pa to the major studies from a wide range of preserved and accessible to future Museum to support this programme. product fields, more than 600 books, generations. This involves 15-18 events a year, journals and technical papers, plus Individual members of the targeted at mid-career marketers. research findings from many leading Worshipful Company are also Evening talks and masterclasses on research organisations including invited to support the archive either a range of topics are led by industry MORI, NOP and the TGI. Much of financially or by donating any experts. Topics so far have included: this material has been digitised material they have which may have How Healthy is Advertising, and is freely available via the historical value. More about this and Neuroscience – why do people AMSR website, while paper copies about the archive generally may be buy?, Humanising the Brand, Digital are stored under professionally found at www.amsr.org.uk innovation and behavioural change managed conditions at the History and Flavour of the month. of Advertising Trust.

Dame Cheryl in Roz Morris the thick of it Liveryman

Our liveryman, the Rt Hon Dame Dame Cheryl has been a Marketor Cheryl Gillan MP DBE PC, is the for more than 25 years having longest serving Conservative worked in marketing before woman MP and she found herself entering politics as MP for Chesham at the heart of current British politics and Amersham in 1992. She is in June in her role as Acting Co- a Privy Councillor and was the Chair of the Party’s 1922 Committee which has run the ballots for the Tory first woman to serve as Secretary leadership contest. She featured of State for Wales. She has prominently announcing results of hosted events for the Marketors some of the ballots at the different in Parliament and is a staunch stages of the leadership contest. supporter of the Company.

34 marketors.org WORSHIPFUL COMPANY of MARKETORS company is fed for £3 per head per day but still getting imaginative menus. We later convened to the hanger for Prizegiving. Hugh West, Chairman of the Marketors’ AFCC presented the Marketors’ Trophy to ship’s photographer Lee Blease on behalf of the Company.

Affiliates Day at sea David Williams The ship entered Portsmouth Liveryman on HMS St Albans Harbour late afternoon after an excellent day at sea. I had taken the original proposal to affiliate with HMS St Albans has had an intense We found F83 at anchor off HMS St Albans to the Court in 2011. period of activity as the UK’s on- Spithead and after boarding It gained approval and over the duty warship but managed to fit in the ship it was soon underway years there have been changing an Affiliates Day at sea soon after and we enjoyed a breakfast in ship’s companies and changing completing a period of navigation the Wardroom. We were warmly COs. HMS St Albans, with its mixed training in Scotland. welcomed on board by the ship’s company continues to Commanding Officer, Cdr John impress for the professionalism and Five Marketors; Hugh West, Andy Cromie RN. commitment shown by all onboard. Robinson, David Elmer, Susan The ship also genuinely appreciates Rawlinson and myself turned up An unusual feature of this sunny but its involvement with affiliates and chilly March day was an absolute at the Trafalgar Gate of HMNB the interaction it provides. We all flat calm – the sea was mirror-like Portsmouth at 6am on Thursday came away well entertained and 28 March to join other affiliates, without a breath of wind all day. better informed. including members of the The programme provided for us Haberdashers’ Company and the included a fire-fighting exercise, a The ship is due to enter a long Mayor of St Albans City. We were presentation recounting the ship’s refit in Devonport later in the year, bussed across the dockyard to a recent activities, gun firing of the scheduled to go into ‘re-build’ Serco MPV which was to take us 4.5” Mark 8 and a comprehensive being handed over to Babcock out to the ship but found to be tour of the ship including Bridge and on 2 October 2019. This is a mid- unserviceable. Fortunately another Operations Room. With five Radar life makeover and modernisation was called in and we could all systems, six Sonar systems and eight likely to take 21 months and this sea day will be the last opportunity proceed out of Portsmouth Harbour, Weapon systems, St Albans is clearly for affiliates to visit for some time. something I recalled doing many one of the most versatile warships in However, with the ship only due to times on various warships when in the world. be decommissioned in 2035 we can the Royal Navy. The immediate We had an excellent lunch in the hopefully look forward to a long highlight certainly for me was a first Wardroom learning that the ship’s future relationship. look at aircraft carrier HMS Queen Elizabeth “in the flesh”. It is indeed On 5 June off Southsea HMS a massively impressive ship in St Albans fired a salute in front comparison to its predecessors. of dignitaries including President Trump and Prime Minister Theresa May, while a Spitfire and Hurricane flew overhead. The following day she followed MV Boudicca with 300 D Day veterans and guests embarked out of Portsmouth joining other NATO ships on their way to Rouen for further D Day 75th HMS Queen Elizabeth in Portsmouth anniversary commemorations.

MARKETOR SUMMER 2019 marketors.org 35 Marketor wins PR award

Court Assistant Hugh West has won the ‘Clarity in Communication’ award for 2019 for his book HMS St Albans – A Guide. The annual award, given by the Company of PR Practitioners, was presented at their Spring Dinner held in the Tallow Chandlers’ Hall in April and was presented by their Master, Gavin Ellwood. Our own Master, Andrew Cross, was with Hugh at the dinner and said “Not only is it an Marketors’ Inaugural Drill Competition excellent read, it is probably one of the most comprehensive records of the ship to date. Congratulations On 11 March at Catford a Drill on a superb book and it is a prized Competition took place in possession in both my library and conjunction with St Dunstan’s that of the Worshipful Company of Combined Cadet Force and 151 Regiment. It was attended by Marketors”. the Master Andrew Cross, Middle The prize, a beautiful colourful Warden and Aim Champion leaded glass roundel, was John Farrell, Helen Owen (Vice commissioned by the Worshipful Chairman St Dunstan’s), Susan Company of Glaziers and Painters and Anthony Rawlinson and Hugh of Glass and designed by Emma West, Chairman Armed Forces and Butler-Cole Aiken. Cadets Committee. The competition, taking place in to represent HMS St Albans, bringing The book covers the history of the glorious weather, was judged by together all our affiliates for the Type 23 frigate, HMS St Albans, its inaugural occasion. The result was 151 Regiment RLC’s Regimental very close with a team representing operations and deployments, and Sergeant Major Vince Chappell and the Army Cadets narrowly beating provides a technical appreciation Staff Sergeant Cook. Each team of the team representing the Royal of the ship. It also records the 12 was mixed and included at least Navy Cadets. Marketors’ involvement with the four 14 year olds, with a drill leader. ship since its formal affiliation We were very pleased to welcome A new trophy was presented to the with the Marketors in 2011 up to Chief Petty Officer Gary Rycroft who winning team by the Master. the present day. In hardback, it came all the way from Portsmouth This was what is now hoped to be consists of over 400 pages with 500 an annual event and Regimental photographs, drawings and maps. Sergeant Major Vince Chappell It is also available on-line through commented “Considering the short the Marketors web site and can be time they had to practice they were downloaded free-of-charge. all outstanding”. Hugh is the current Chairman of the Medals were presented at the Combined Cadets Force’s Armed Forces Committee. Contingent Annual Dinner on Photo: Andy Sillett Photography. 22 June at St Dunstan’s College.

36 marketors.org WORSHIPFUL COMPANY of MARKETORS Award for 151 Warrant Officer

WO2 Chris Howard of 151 Regiment RLC has been awarded ‘London Reservist of the Year’. He was presented with his Award by Sir Kenneth Olisa, Lord-Lieutenant of Greater London. Chris’s commitment to excellence led to the development and success of an innovative training plan, implementing the ‘back to basics’ Battle Craft Syllabus (BCS), which has been taken up as best practice across all 24 major units within the Brigade, both Regular and Reserve. Described as the ‘lifeblood’ of the team and praised as a mentor, WO2 Howard has been the Head Coach for the Army Reserve Shooting Team for the last five years. He devotes operational effectiveness within the WO2 Howard have been a shining an incredible amount of his own Regiment and RLC Reserves. time to develop and encourage example to us all, and he is the younger members of the Regiment. The CO of 151 Regiment, Lt Col perfect role model to all Reserve His skill and sheer enthusiasm inspires David Miller, said “The selfless soldiers within 151 Regiment who success and directly enhances commitment and dedication of hold him in the highest regard”. Force Troops Command Operational Shooting Competition 2019

and Heather Harman. On Sunday, following the prize giving, the CO Lt Col David Miller hosted a most excellent curry prepared by the Queen’s Own Gurkha Logistics Regiment. 151 Regiment came away with a significant number of awards and are clearly amongst the best shots in the Army. The Marketors witnessed live firing Over the weekend of 11 and 12 including a man down exercise and May, twelve Marketors led by attack. Of most interest was our the Master attended the Army’s ability to fire a selection of modern Operational Shooting Competition weapons at the Special Weapons at the Army’s Training Centre, Stand, including the new A3 variant Pirbright. of the SA80 service rifle, the Heckler & Koch MP5, the new Glock pistol Marketors were not only able to and the new German service rifle. observe the Reserve Regiment Teams from all the service The event offered the opportunity components of the Army but also for Marketors to get close to the to fire live weapons. This was quite a operations of reserve regiments, unique opportunity. to talk to members of 151 and to understand better the challenges Our hosts were Captains Ben and opportunities of being a Heinrich (Adjutant 151 Regiment) reservist in today’s army.

MARKETOR SUMMER 2019 marketors.org 37 The Revd Canon Dr Alison Joyce Honorary Chaplain; Celebrating 25 years of priesthood Rector of St Bride’s

I was remembering with amusement Birmingham Cathedral, alongside the other day an incident that other women deacons from that took place during my first week at Diocese - many of whom had theological college. waited years for their vocations to be tested - was one of the most We were discussing the places memorable events of my life. from which we had come, and where we envisaged our future I find it fascinating to think back ministries would take us. I was then to those early days of ministry. Like in my mid-twenties, single, and with many newly-ordained ministers, I no dependants, and I remember left theological college believing saying: “Do you know, I really don’t that I knew it all. Looking back all mind where I end up. In fact, the these years later, I would now say only two places that I would rule that I know considerably less than out would be Birmingham and I assumed I knew then – but that I Central London.” know fewer things in much greater In 1985, before women could be depth. (That is the kind of wisdom Given that I was to spend 29 of ordained, I had been selected that comes with real pastoral my next 31 years of ministry in to train as a deaconess (a lay experience.) precisely those two locations, I swiftly minister). The law changed during discovered that the Almighty has my time at theological college, When I was first ordained deacon, an interesting sense of humour! permitting women to enter holy a woman in a dog collar was Moreover, the fact that I have loved orders as deacons, but not yet a novelty, and the pressures every minute of my time in both priests. I was ordained deacon in were considerable. Every time Birmingham and Central London 1988 and waited a further six years I preached, or took a service, has also been an important lesson in until women were finally admitted there would be people present humility: we are not always the best to priestly orders in 1994. I was in the for whom the idea of an ordained judges of what we ought to be doing first group of women to be priested woman doing that was completely (or where we should be doing it). that year, and my ordination in new, if not highly suspect. It was

38 marketors.org WORSHIPFUL COMPANY of MARKETORS not enough for us to be as good For women entering the ordained Yet after twenty-five years of and competent as our male ministry today, the Church is a very priesthood, and thirty-one years in counterparts in ministry; we had different place. I now have the ministry, my overwhelming sense to be outstanding to be regarded privilege of serving under a female remains one of privilege, especially even as acceptable. And I received Diocesan Bishop – unthinkable when at St Bride’s. My ministry here has my share of personal abuse (as we I was first selected to train for the certainly been full of challenges. all did). Church’s ministry. The appointment It has often taken me out of my of a female Archdeacon or Yet I resolved from the outset that comfort zone; it has required me Cathedral Dean is no longer I was never going to allow any to hone my existing skills, and to newsworthy. So, welcome to the era individual’s hostility to get in the of total equality? Not quite. develop new areas of competence way of my pastoral relationship – but it is also a huge amount of fun, with that person - and remarkably, The Church of England remains one and endlessly rewarding. many such difficult relationships of the few institutions in this country were transformed over time. Indeed, that is exempt from rules governing My elder daughter recently bought being a woman in ministry could sex discrimination. Interestingly, I me an original print by the artist have its advantages. On pastoral find this to be more problematic Mychael Barratt, which now hangs visits, I would be taken into a when the issue is covert, rather in pride of place in my living room. It parishioner’s kitchen and given a than overt, not least in relation is a marvellously quirky and amusing mug of tea amidst the glorious chaos to appointment processes: for map of London, which bears the of family life; by contrast, my male example, the prospect of an all- title ‘Reasons to Be Cheerful!’ And colleague was shown the front room female clergy team can still be there, right in the centre it features and given the best china. Kitchen regarded as odd and problematic, St Bride’s Church. chaos was far more conducive to where an all-male team would not building pastoral relationships. even invite comment. A reason to be cheerful indeed!

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MARKETOR SUMMER 2019 marketors.org 39 Diary Planner

Wednesday 17 July Swan Upping, Henley Saturday 2 November Jack the Ripper Walk

Wednesday 24 July Annual Banquet, Mansion House Friday 8 November Silent Ceremony, Guildhall

Saturday 9 November Lord Mayor’s Show and Lunch, Tuesday 24 September Annual City Lecture Coppa Club

Wednesday 2 October Election of Lord Mayor Monday 9 December Communications Industry Carol Service, St Bride’s Saturday 5 October Studio 434 Classic Car Collection Monday 9 December Pub Quiz Night Saturday 19 October Fleet Street Walk (after Carol Service)

Wednesday 30 October Bowden Charter Dinner, Thursday 30 January Installation Dinner, Butchers’ Hall Fishmongers’ Hall

Past Master honoured for contribution to marketing

Not able to be reported last Autumn in Marketor but very worthy of belated mention is that Past Master David Pearson received an Honorary Degree from the University of Hertfordshire. At a ceremony held in St Alban’s Cathedral in September before an audience of 1250 people, Professor Quintin McKellar CBE, Vice-Chancellor, conferred an Honorary Doctor of Letters (Hon DLitt) “in recognition of his significant career in, and contribution to, the marketing industry”. David finds himself in good Reverend Lord Runcie; PD James; CBE and Helen Lederer. company for previous recipients of an Hon DLitt from the University of Humphrey Lyttelton; Olivia de He served as Master in 2016 and is Hertfordshire include the late actor Havilland; Michael Morpurgo,MBE; Chairman of the Court Nominations Nigel Hawthorne CBE; The Right John Motson OBE; Sebastian Faulks Committee.

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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