ISSUE 86 MARKETOR WINTER 2020/21

Royal Charter celebrations Lockdown lectures Meet our corporate associates Building Back Better

marketors.org The Livery Company Magazine for Marketing Professionals Karl Weaver Editorial Court Assistant

I’m delighted to bring you this winter It’s been over 20 years since I joined WINTER 2020/21 ISSUE 86 edition of Marketor Magazine, the Marketors and I think this has although slightly nervous that I am been one of the most active, vibrant The Livery Company Magazine following in the footsteps of some and defining years this century. More for Marketing Professionals very talented editors. broadly, it’s great to read PM David Pearson’s report on how the City of Our livery company is thriving in so London Corporation is building back many ways, despite the strange better as well. Contents times we are living through. Our theme is ‘building back better’, Those of you who are into cars will Editorial 2 working from the strong foundations have a particular appreciation we have laid with marketing having Should Marketors think differently? 2 for the article on how one of our the power to deliver economic and members is bravely building back The Master’s Column 3-4 social good. the Vanwall brand. If you have spent time on track you will know that The 2020 Bowden celebration An incredible 22 Masters attended zooms in 5-6 our Bowden event, celebrating 10 when exiting a tight bend there is a years since we received our Royal point where the car ends its rotation How St Bride’s stayed ahead of and you can load it with more the Covid-19 curve 6 Charter. Our Company continued to grow through 2020, as we welcomed throttle. Although the track in front The Master’s Bowden address 7-8 26 new Freemen and 10 Corporate of us may not be completely clear Supporter Associates. We gave my hope is that in 2021 we can will What is a Royal Charter? accelerate away from some of the The Marketors’ Story 9-11 five academic awards, kicked off the Future Marketors initiative, held challenges of 2020. Memories of our Founder Master 11 numerous educational events and Best wishes for 2021. continued to deliver much needed Our first Honorary Liveryman – Jean Bowden-Rose RIP 12 outreach support to charities.

Keith Weed awarded a CBE in Queen’s New Year Honour list 12 Should Marketors think Welcome to our new Freemen 13-15 Omaid Hiwaizi Liveryman Welcome to our Corporate differently? Supporter Associates 16-17 What are the questions you are If you are moved by these or similar Building back a classic brand 18 asking yourself about our industry? themes, why not write a short piece Congratulations to our academic What are we missing? What’s going on it as one of our blogs? Maybe award winners 19 right? What’s going wrong? What’s there’s something else that has provoked thoughts in you or made Meet our Master Elect John Farrell 20-21 new or different that people don’t know about? you think differently, that you’d like The Future Marketors 22 to share? We are upping the ante on A new strategy for the City of #ThoughtLeadership blogs that We’re looking for short pieces 400 London Corporation 23 Marketors have been writing to 900 words to publish on the Marketors’ website, LinkedIn, our Event – Tri-Livery 24 throughout this year. So, here are a few provocative thought starters to magazine, other social media Event – 151 responds to Covid-19 24 inspire you: platforms and beyond. They should be in your tone of voice and will Event – Augmented reality 25 • Do marketing and advertising be credited to you as a Marketor Event – Inter livery clay shoot 26 people influence cultural changes member. or merely respond to them? Event – Futureproof your #ThoughtLeadership articles are marketing career 26 • How has marketing benefitted fuelling debate in our profession from the pandemic? and across our industry. Are you an Event – We are all broadcasters now 27 • What is a digital marketing advocate for our livery company? Outreach helps secure Age UK strategy? Is it any different from a Marketor contributors this year have Wirral’s future 28 marketing strategy? amplified the voice of the Marketors’ • Have we forgotten the basics of Company, ensuring we reach more Marketor Treasures 29-30 marketing? (What are the ‘basics’ parts of the marketing world and Who does The Marketors’ Trust help? 31 anyway?) attract attention. All adding to the • Is data privacy helping or name and fame of the Company. hindering marketing? Be Follow us @marketors If you want to respond to one of the honest, how much do you really questions above, or have another understand about GDPR? question you’d like to answer, please Event photography by Ben Fisher • Who needs market research when email Omaid Hiwaizi (omaidhiwaizi@ www.benfisherphotography.com you can do it with AdWords? gmail.com). Front page: London – ready for us to Research - just an academic come back to exercise?

2 marketors.org WORSHIPFUL COMPANY of MARKETORS THE MASTER’S COLUMN The Master’s Column Lesley Wilson Building Back Better Master Owning the Zoom Reasons to be cheerful course of evolution and it just so happens that 2020 accelerated I’m writing my column in November, evolutionary trends. In my view with trepidation that every word I that is no bad thing, not if we build write will be woefully out of date upwards and onwards from our by the time anyone is reading this! heritage, embrace change and Such is the unpredictability of our aim for an even stronger and better current world. But I do believe there livery. are reasons to be optimistic about high-efficacy vaccines becoming The age of the office is not available in the spring and that we can move from pandemic to over, it’s just different epidemic episodes with much less Sheriff Chris Hayward is heavily deadly consequences. I contracted involved in the future of the Covid-19 during the second wave, City and livery. In a recent talk falling victim to household infection he reiterated the Corporation’s from my asymptomatic daughter intention to maintain and promote who started university in October. London’s pre-eminence on the I consider myself extremely lucky global stage. Although only 60,000 to have sailed through it, save for of the previous 500,000 commuters mild cold symptoms and a sudden are regularly travelling into the City, and extreme loss of my sense of the feared exodus of firms has not smell which prompted me to get in fact materialised. And the view tested. Then isolated! Between is that the younger generation ‘herd immunity’, therapeutics, and will demand environments where vaccination we have good reasons they can both work hard and play Guess what we’re calling the to hope for a strong and positive hard and the City’s opportunity recently-formed Past Masters’ climb out of this pandemic towards is to create a twin cultural and Association? Yes, you guessed the end of the year. commercial playground. Who wants it - The Zoomers. Congratulations to be forever in a house-share, to our Honorary Liveryman Adèle City and Livery Build Back balancing laptop on another work Thorpe, the inaugural president and Better zoom, alone in their bedroom? Chris already organising us in virtual social challenged the view that the age gatherings. But what of our future? The future of the office was dead. Working There are some wonderful new is never the same as the past of patterns will undoubtedly allow friends in this photo, fellow Masters course – there’s always a natural for more working from home and who have shown outstanding leadership for their livery companies during the pandemic, and from whom I have learned a huge amount. I particularly wish to highlight Hilary Lindsay (Chartered Accountants), Rosemary Beaver (Insurers), Fiona Morrison (Actuaries), Margaret Bickford-Smith (Arbitrators) Denise Fellows (Management Accountants), Pamela Taylor (Educators). A truly exceptional group of female Masters who have given me moral, emotional and intellectual succour throughout my tenure.

The Master joins the 2020 Past Masters’ Association – “The Zoomers” – Virtual Cheese and Wine Tasting

MARKETOR WINTER 2020/21 marketors.org 3 phased presenteeism. Iconic new There were more planning The livery has survived developments such as 1 Undershaft applications from overseas plague and pestilence and 22 Bishopsgate are adapting investors in April this year than there fast to accommodate socially- had been for the last five years, over hundreds of years distanced environments to facilitate signalling market confidence for Livery companies are changing a new way of being together. the long-term outlook. You will read and adapting too, accelerated by Chris reminded us that commercial more detail of the City of London the impact of Covid-19. Although property developments and Corporation plans in the AIM 1 current conditions feel painful and infrastructure projects work on a 25 article in this magazine, penned by disheartening whilst we experience to 30 year horizon. In that context, PM David Pearson. lockdown and restrictions, in reality Covid-19 is just a two-year blip. Covid-19 is also a two-year blip for livery. We are a resilient institution as witnessed by hundreds of years of Our Master prepares existence. to take flight at the start of a year of incredible change In the September magazine we featured in detail our Company’s strategy and vision for the long- term. Whilst we expect 2021 will remain largely under Covid-19 conditions, we push ahead on our plans to open the livery to more parts of our industry. We’re recruiting Corporate Supporters which ensures we engage more with businesses in the City and build connections for our community. We’re encouraging Future Marketors as part of our drive to reach out more and be more inclusive, ensuring we are representative of our profession and the evolving business landscape, leading the way for the next generation of marketers who will one day pick up the mantle of livery leadership.

The future has arrived The Marketors’ Company was founded on ‘marketing {commercial activities} benefits everyone’ in 1975. Today we proudly stand for the power of marketing to deliver economic and social good. It’s never been more important.

I repeat what I have said before. I see a very positive future for livery and for the Marketors. As business and society evolves, as we return to the City for work and play, we will have a richer community with both remote and face-to-face ways to engage. As the ravages of Covid-19 gradually fade behind us, we can be confident we are well down the path of Building Back Better.

4 marketors.org WORSHIPFUL COMPANY of MARKETORS 2020 BOWDEN CELEBRATION

The 2020 Bowden celebration Carole Seawert zooms in Court Assistant

The Founder’s dinner is a highlight granted Royal Charter) and his wife and a lineage of respected and of any livery company’s year. Rosemary; Murray Craig, Clerk of prestigious Masters and members. Therefore, it was with some sense of the Chamberlain’s Court; and Paul She went on to say that we have disappointment that I was putting Jagger who wrote our company stayed true to our public service on an evening dress in order to sit in history. duties enshrined in our founding front of a computer screen, rather principle – ‘marketing benefits Other special guests included Chris than in some grand livery hall. everyone’, updated for our times Daly, CEO of the Chartered Institute as ‘we believe in the power of On the other hand, I was glad to of Marketing; Sophie Devonshire, marketing to deliver economic and know our Master, Wardens and CEO of the Marketing Society; Lt social good’. Clerk had decided to go ahead Col Deborah Taylor, CO of our army with marking the occasion of the affiliate 151 Regiment Royal Logistic The Master made the point that, Bowden Charter Dinner and the Corps; and her Adjutant Captain through the pandemic we have tenth anniversary of the granting Thomas Joyce. We also welcomed transformed, innovated, engaged of our Royal Charter. Even more so, Masters of 20 livery companies right and progressed – and our support when I learned that over 200 of us across the spectrum, including for our profession, (particularly early had registered for the Zoom event. members of those among the careerists) has continued unabated. Great XII, those ancient and As does our philanthropic spirit, For those who didn’t attend, here’s modern, as well as our close friends demonstrated in thousands of my first-hand account of the in the Financial Services Group. In hours of give-back – in outreach, proceedings: order of precedence, they were mentoring and Almoner support, as The evening began with a the Master Salter, Clothworker, well as in the generosity of members Ceremonial Court where we Pewterer, Butcher, Upholder, donating to the Marketors’ Trust. The welcomed our new Corporate Glazier, Farmer, Air Pilot, Furniture full version of the Master’s speech Supporters, James Hambro & Maker, Scientific Instrument Maker, is reproduced later in this edition of Partners and Accenture Interactive Chartered Accountant, Actuary, Marketor. UKI, and also presented the annual Insurer, Arbitrator, Engineer, The Master then handed over to the academic awards. Environmental Cleaner, Chartered Senior Warden, John Farrell, who Architect, Constructor, Firefighter, introduced all our special guests After the Corporate Supporters Management Consultant and and proposed a toast to them. were welcomed (see page 16 for Educator. biographies), the Master and the At this point, the Beadle introduced Chairman of the Marketors’ Trust, The Master and Wardens, the Lord Mayor who congratulated Court Assistant John Hooper CBE, accompanied by the Civic party, us all for reaching this anniversary conferred the 2020 academic joined us to the familiar strains milestone. He remarked upon how awards to five postgraduate of Handel’s Scipio. The evening resourceful livery companies have marketing students (see page was then blessed by the Acting been during this year in transitioning Chaplain, the Venerable David 19). The five award winners now to virtual ways of working and Meara. become Marketor Scholars. connecting. He then went on to With the formal Court proceedings After toasts to the Queen and the say that he is proud of the work the over, it was time to join the main Royal Family, the Master read out a anniversary celebrations on letter received two days earlier from another Zoom link. Among the our Honorary Freeman HRH Prince VIP attendees were the Rt Hon Philip, who sent his congratulations The Lord Mayor Alderman William on our ten year anniversary of the Russell and the Lady Mayoress granting of our Royal Charter. Hilary Russell; Alderman & Sheriff We were then shown a video of Professor Michael Mainelli and his the Royal Charter event from 2010, wife Elisabeth; Sheriff Christopher where the Duke of Edinburgh Hayward and his wife Alex; had presented the charter to PM Alderman Alison Gowman; Venetia Howes who had been Alderman Vincent Keaveny and Master ten years ago. Since I only his wife Amanda; and Alderman became a Marketor in 2013, I Tim Hailes. We were also joined greatly enjoyed the opportunity to by: Dame Fiona Woolf DBE DL see footage of this historic event in and her husband Nicholas; Alex our company’s history. Galloway CVO, former Clerk to the Privy Council and his wife Suzanne, This was followed by the Master’s Master Glazier; the Venerable speech. She began by saying that David Meara (our chaplain back in we may be a young company The Rt Hon The Lord Mayor 2010 at the time our company was but we have royal patronage Alderman William Russell

MARKETOR WINTER 2020/21 marketors.org 5 livery has done during lockdown ‘Global UK – the new future’ her thanks to the Marketors for our which is why, later this year, he and this will be a key part of his continued support and friendship. will be launching a new award international engagement to ensure The evening then continued with to recognise the contribution we emerge from this pandemic everyone being divided into small Liverymen have made during stronger together. He concluded break out groups where we could Covid-19. by congratulating the Marketors on chat informally. This was a great the tenth anniversary of our Royal He explained that he was recently chance to catch up with friends Charter and by proposing a toast. re-elected to serve a second term we hadn’t seen all year and also to and is only the second Lord Mayor The formal proceedings were meet new faces. to do so. The first was William Cubitt concluded by two special Who would have guessed at the back in the early 1860s whose presentations. Firstly, the Master beginning of 2020 that our Bowden largesse to the City was so great in handed the Lord Mayor virtual Charter 10-year celebration would his first year that they wished him cheques towards a number of have been via Zoom? And who to continue for another 12 months. charitable causes supported by the would have realised that, as a Serving a second term will allow City Civic. Secondly, she presented company, we would embrace this our current Lord Mayor to provide a gift to 151 Regiment Royal new digital medium so readily? continuity to the City during a time Logistic Corps in recognition of the of great change. outstanding work of the regiment It was an excellent evening of at the frontline of the Covid support celebration and we look forward The Lord Mayor then pointed out force. to 2025 when we celebrate the that, no matter what happens, next key milestone in our company the City, London and the UK will Following a final toast – to the NHS, history – 50 years since our continue to work hard, to innovate all key and frontline workers and formation. and to build on trading relationships. 151 Regiment – the Commanding His updated mayoral theme is Officer, Lt Col Deborah Taylor, gave

How St Bride’s stayed ahead John Wheen of the Covid-19 curve Liveryman

The story of St Bride’s in 2020 showed Giving” website donate button to November 24 – Oxford vaccine innovation and determination receive limited income announced. Hope for return to in the face of restriction and normality by Easter 2021 apprehension. By the time of the June 15 – Church opened for private prayer only December 2 – Church reopened second lockdown on 5 November, for services with restricted numbers Marketors’ Chaplain Canon Dr July 5 – Tourists and visitors allowed and no singing. No corporate Alison Joyce and her team were into church Carol services held in church, but well practised in the art of virtual St Bride’s own Christmas services July 12 – Spoken services resumed communication. permitted without congregational singing Here’s what they had coped with: or communion wine. Due to the After such disruption, we enter March 22 (Mothering Sunday) – popularity of online services during 2021 with some hope. Whilst the Knowing lockdown was imminent, lockdown, these continued Marketors’ Rededication Service St Bride’s launched virtual church may again need to be delayed, services using archive choral September 6 – Choral services before too long we look forward to material and new sermons from the resumed on Sunday mornings normal Sunday services and singing Chaplain majestic hymns with St Bride’s November 5 – Second lockdown. glorious choir. But we shall never March 23 – All churches closed until Virtual services with new sermons. forget the efforts of the Chaplain further notice. St Bride’s relied upon Private prayer permitted. and her extraordinary team in the congregation’s generosity and Remembrance Sunday service bringing comfort and hope to us all casual donations via their “Just cancelled through the 2020 pandemic.

6 marketors.org WORSHIPFUL COMPANY of MARKETORS 2020 BOWDEN ADDRESS The Master’s Bowden

Lesley Wilson address Master

“What fabulous footage of the Guildhall event the Company achieved livery status – in record on 19 October 2010 to celebrate the granting of time. And here’s another little secret. Our Court our Royal Charter, presented by HRH Prince gave Lord Mais honorary membership in helping Philip the Duke of Edinburgh. the formation of the guild. When the Lord Much of the work in securing charter status was Mayor at the time made his theme ‘the world is driven by Past Master Keith Arundale – and our market’ he asked the Institute of Marketing the presiding Master in 2010 was Past Master under Past Master Tony Bellm’s leadership for Venetia Howes, both of whom you saw in the help, whilst reminding these “young” Marketors footage and are here this evening. We also have a that dinners for livery companies should really number of guests with us from that event in 2010 be held in the square mile. Something in the – Dame Fiona Woolf, The Venerable David Meara magic of that exchange MAY have helped the and Alex Galloway as well as many new friends guild achieve livery status so quickly – but that is and supporters since. legend and not necessarily historical fact. At a meeting of the Privy Council in April 2010 Fast forward to tonight. I suspect that when Her Majesty the Queen approved the Order, we come to hear from our current Lord Mayor ordering the Lord Chancellor to apply the Great shortly, you will hear – broadly speaking of Seal to the charter of our company. 10 years on, course – a return to the theme of ‘the world is our I am delighted and privileged to be Master in market’!! the year that marks the 10th anniversary of this Reggie continued to serve the Company until event – and I am particularly delighted that this his death in 1990. Past Master Harry Druce, important Company landmark is being held who is here this evening with his wife Valerie, in the presence of the Rt Honourable the Lord remembers Reggie well. Not that long before his Mayor Alderman William Russell and the Civic death, when Reggie was 93 years old, Harry met Party, and an astonishing number of Marketors Reggie (sounds like the name of a film) at the and guests. Chartered Institute of Marketing’s headquarters A very warm welcome to you all. It’s wonderful at Cookham, and enquired how he’d arrived, to see so many faces! thinking that another member must have driven him from his home in Surrey. ‘I drove over’ he There are many other reasons that 2020 will go said without hesitation, as if that was an entirely down in history – HOWEVER, this evening is normal activity for a 93 year old! all about us and the history and heritage of the Marketors’ Company – and to celebrate and honour Many other Marketors and friends here tonight the achievements of livery, past and present. also remember well his daughter, Jean Bowden- Rose, who sadly passed away very recently. But Normally of course, at this time of year we hold such was the family love for livery and for the the Bowden Charter Dinner. Reggie Bowden Marketors, Jean’s eulogy included many words was our Founder Master having worked his about livery as she often accompanied her father way up from sales executive at Michelin Tyres to to Marketor events and it was one of Jean’s worldwide marketing director at Horlicks. Aren’t proudest moments to be received by the Duke of these just two great brand names! Back in 1946 he Edinburgh on presentation of the Royal Charter. joined professional body ISMA with the objective of promoting marketing as a profession. Nearly The granting of any Royal Charter shows 30 years later the City of London was concerned that the company receiving it is held in high with updating livery to ensure it represented esteem. The Marketors had many supporters new professions and Reggie seized this moment in making the petition, including the Actuaries, to form the guild in 1975. By the way, I’ll let you Basketmakers, Chartered Accountants, Master into a little secret. The guild’s original name was Mariners, Solicitors, Stationers, World Traders “The Guild of Merchant Adventurers”. And at – many of whom are represented by Masters that time only five guilds had been granted a here this evening – and by the Chartered charter since WWII. A mere two years after that, Institute of Marketing, the Marketing Society,

Continued overleaf

MARKETOR WINTER 2020/21 marketors.org 7 2020 BOWDEN ADDRESS

Continued

the Advertising Association, The Market Everyone. We remain true to that today, Research Society, Cass Business School and the encapsulating for our times in our belief – the Industry and Parliament Trust. A long line of power of marketing to delivery economic great support, and in all cases, a long line of and social good. All of this – delivering our friendship to this day between these bodies and aims with purposeful intent – signals that 10 the Company. years on from Royal Charter and 45 years on from our formation as a guild, the Marketors I am pleased to report that 10 years on, the are continually expanding and innovating Company is in very good shape. We have 365 as a Company, in support of our profession, Freemen and Liverymen. Despite conditions demonstrating our commitment to supporting this year, we admitted 26 new Freemen and the next generation of marketers, and at the same progressed many Liverymen. Many of those took time widening and enriching the diversity of part in our first ever virtual Ceremonial Court livery and the strength of our community. format. Also this year we saw the first fruits of our new strategy come to life, welcoming our Now, I move on to a special presentation. first Corporate Supporters to the fold – Accenture 151 Regiment Royal Logistic Corps is our Interactive and James Hambro & Partners – and Company’s first affiliate relationship – we’ve earlier this evening Court received eight of the been great friends for over 20 years now. senior marketing executives who have now Unfortunately, thanks to a little thing called a joined us as associate Marketors from those global pandemic, we have not been able to meet businesses. More to come soon. with 151 since February and we have sorely I’m also delighted that we have successfully missed the camaraderie of the great spirit that trialled our first cohort of Future Marketors, exists between the Marketors and the Regiment. associate status for under 30s marketers to The Regiment has been a tiny bit busy. Under provide the mentoring and interaction that gives the auspices of Commanding Officer, Lt Colonel these young professionals a helping hand on Deborah Taylor, 151 formed part of the MOD’s the career ladder. In the same age bracket, I’m Covid-19 support force in Wave 1, and are now also pleased to say we continued unabated with back on high alert for Wave 2 – but we are very our customary academic awards this year with fortunate to have Colonel Debs and some of her the support of the Marketors’ Trust. Five young extraordinary team here this evening. Reservists award winners received grants and certificates from 151 played and continue to play a key earlier this evening for outstanding academic role in Operation Rescript, transporting and performance in their marketing field. In current distributing NHS supplies to hospitals and care conditions we feel that supporting the younger homes, large-scale movement of vital equipment generation is absolutely central to our purpose as around the country and setting up Nightingale a company. hospitals and Covid-19 testing facilities. We’ve kept up all our outward looking activities It is my honour and delight to present you with a of the Company, including many projects to help very special gift in recognition of the outstanding charities fund raise and market themselves, and work of the Regiment at the frontline of fighting we’ve also provided our livery company friends this unseen enemy. with guidance on marketing techniques useful Our unique gift is being hand-crafted by a young for membership attraction and engagement, Goldsmith student, Benjamin James Ryan, and as well as responding to requests for pro bono it is not quite finished yet. But I can share some help for marketing expertise. In a 360 degree photographs of what it will eventually look like turnaround from f2f events, since March we when we can present the real deal in person. put together in double-quick time a large and varied programme of online professional and Lt Col Debs Taylor, on behalf of your proud social events which have attracted hundreds livery company assembled here this evening, of participants. We’re pleased to find that all of may I present you with this gift, a lasting tribute this, as well as other fellowship and almoner and a huge thank you to 151. initiatives, has resulted in new ways of us I now propose a toast to the NHS, all key and deepening our fellowship. frontline workers, coupled with 151 Regiment, Our founding principle was Marketing Benefits Royal Logistic Corps.”

8 marketors.org WORSHIPFUL COMPANY of MARKETORS ROYAL CHARTER What is a Royal Charter?

Dr Keith Arundale The Marketors’ Story Past Master

At a meeting of the Privy Council dating back to held in Windsor in April 2010, Her the 13th century. Majesty the Queen approved an Normally granted Order ordering the Lord Chancellor by the sovereign on to apply the Great Seal to the the advice of the Charter of our Company. This was Privy Council, their the magnificent culmination of original purpose was three years work starting from the to create public or initial proposal that I made to Court private corporations when I was Master back in 2007 (including towns and that we apply for a Royal Charter – cities) and to define see “Timeline to Charter”. their privileges and purpose. Our own We were most fortunate in the Chartered Institute of tremendous support that we Marketing was able received from a number of people to demonstrate pre- throughout the Charter application eminence, stability and process, in particular our charter permanence in its field adviser, Keith Lawrey, Honorary and duly received its Clerk of the Guild of Educators Royal Charter back and a recognised expert on livery in 1989. company constitutions and Royal Charters, the “non-objectors” to our Over a thousand Petition and the Windsor Herald of Royal Charters have the College of Arms who arranged been granted. A for our Charter to be hand-written Royal Charter is the Among the commercial and illustrated. It was indeed a traditional way of incorporating a organisations formed by Royal privilege to have project managed body, thus turning it from simply a Charter are the British East India this for our Company, as Master collection of individuals into a single Company, the Hudson’s Bay and then Past Master through legal entity. A body incorporated the three years of the Charter by Royal Charter acquires all the Company and the Peninsular application process. powers and liabilities in law of and Oriental Steam Navigation a person, including the power Company (P&O). Among the You might, however, be wondering to sue and be sued in its own organisations with Royal Charters what exactly is a Royal Charter right. Indeed before the ability to in London are the Bank of England, and why did the Marketors apply register a company, Royal Charters the BBC, theatres such as the Royal for one? were once the only means of Opera House and the Theatre Royal Charters have a history incorporating a body. Royal, Drury Lane, many livery

Royal Charter celebrations at the 2010 Bowden Dinner

MARKETOR WINTER 2020/21 marketors.org 9 companies, professional institutions and charities. It was the incorporation aspect that first led the Marketors to seek a Royal Charter back in 2007 in my year as Master. The Marketors was founded on 1 April 1975 as a Guild of the City. On 14 April 1978 Letters Patent were presented to the Guild, under the Mayoralty Seal following the approval and acceptance of our Constitution and Ordinances by the Court of Alderman, enabling our Company to become the 90th Company on the City Roll of Livery Companies. As we were not “incorporated” as such (eg. Then Master Venetia Howes at the 2010 Bowden Dinner as a limited liability company or a company limited by guarantee) as other livery companies, stating based on the Company’s existing any member of the Company that they believe the Company to Ordinances, suitably amended could potentially be held liable for be worthy of the grant. so that there was no duplication any debts of the Company. We with the Charter on the grounds It is necessary to list “non-objectors” therefore sought to incorporate that these three documents are (ie: supporters) in a Petition for the Company by Royal Charter in our constitutional documents and the grant of a Royal Charter. order to avoid this situation. The should complement each other. advantage of a Royal Charter Our supporters included several Once approved by the Court of over the setting up of a company livery companies (Actuaries, Assistants the draft Charter and limited by guarantee, for example, Basketmakers, Chartered Petition were approved by the is the privilege to refer to our Royal Accountants, Master Mariners, Court of Aldermen (with the kind Charter status, as the grant shows Solicitors, Stationers, World assistance of our late Past Master that our Company is held in high Traders), the Chartered Institute of esteem. Marketing, the Marketing Society, Alderman Sir Paul Judge). the Advertising Association, the An application for a Royal Charter Having obtained the support of Market Research Society, MSSSB, takes the form of a Petition to the Court of Aldermen and our Cass Business School and the The Sovereign in Council. The non-objectors, the next stage in Industry and Parliament Trust. application needs to be supported the process was to present our by contemporary organisations and The Petition was accompanied by draft Petition to the Privy Council government departments, as well a Charter and Byelaws, which were Committee. If, at this stage, the Privy Council Committee deems that the case for a charter has merit, then the Petition is published by the Privy Council in the London Gazette to allow other interested individuals or organisations to comment or to lodge counter- petitions. Fortunately all of this was satisfactory and Her Majesty the Queen duly approved the Order for the Lord Chancellor to apply the Great Seal to the Charter of our company. Our Royal Charter was presented to the Company by His Royal Highness the Duke of Edinburgh, KG, KT, our Honorary Freeman, at the Charter Ceremony and Bowden Dinner on HRH Prince Philip at the 2010 Bowden Dinner 19 October 2010.

10 marketors.org WORSHIPFUL COMPANY of MARKETORS Marketors Royal Charter – Timeline to Charter

21 June 2007 Initial proposal presented to Business Court by Master Keith Arundale 8 November 2007 Draft Charter presented to Court for review and comment 28 February 2008 Draft petition approved by Court June to Sept 2008 Letters received from non-objectors Informal approach to Privy Council by our Charter advisor, Keith Lawrey, about October 2008 our request for Charter 26 February 2009 Revised Constitution and Ordinances and Draft Charter approved by Court Draft Charter and Petition approved by General Purposes Committee of Court 14 July 2009 of Aldermen 2 February 2010 Petition presented to Privy Council for formal consideration 11 February 2010 Notice of Petition appeared in London Gazette HM Queen approved Order in Privy Council ordering Lord Chancellor to apply 12 April 2010 Great Seal to Marketors Charter Calligraphed first page with crests (via College of Arms) and remaining Charter 24 September 2010 on vellum collected from Crown Office for framing 19 October 2010 Charter ceremony at Guildhall

Memories of our Harry Druce Founder Master Founder Member & Past Master

I have many memories of our the 10th Gurkha Rifles. Reggie was updating the Livery to ensure it Founder Master. One occasion badly wounded at the Battle of represented the new professions. was in 1988, an annual dinner at Arras, but on recovery became Reggie recognised the opportunity Moor Hall for Fellows of the Institute a regular officer in his beloved this presented for Marketing of Marketing. I had just arrived Gurkhas eventually retiring 1923 and, in 1975, formed the Guild of and, waiting in the reception area with the Rank of Colonel. Marketors. Reggie was founder was Reggie Bowden. After our Master and or Guild achieved full In his marketing career he was a usual greetings I enquired how he Livery status in just two years, a sales executive with Michelin Tyres travelled to the event, imagining record at that time. that another member would have and Horlicks, eventually rising to driven him from his home in Surrey be Worldwide Marketing Director. It was in 1975 that I received a to Cookham. “I drove over” he said Reggie knew that if Britain was to personal invitation from Reggie to without any hesitation. I found this win the battle for commerce then become a founder member, along very difficult to believe as he was marketing would have to achieve with 39 other Fellows of the Institute 93 years old and a cross country professional status if it was to of Marketing. attract the most talented men and journey was no easy task. But, this Reggie was an outstanding man women. In 1946 he joined ISMA to this was our founder Master! and continued to serve until his achieve this objective. Reg worked passing on Tuesday 18 September His life was full of remarkable tirelessly for the Institute, and the 1990. His daughter Jean Bowden achievements; Fighting in the National Marketing Awards were his Great War in the Honourable Rose accompanied her father on brainchild. Artillery Company, transferred to many Livery Events and continued the Northumberland Fusiliers, and This was the period when The City to be involved in the Company until in 1918 transferred (by choice) to of London was concerned with her recent passing.

MARKETOR WINTER 2020/21 marketors.org 11 Our first Honorary Liveryman – Venetia Howes Jean Bowden-Rose RIP Past Master

Jean was the Founder Master’s recalls, “Those daughter and frequently were the accompanied him to Great Events. days when In recognition of her support for the the YCs had Marketors she became a Freeman a wonderful of the City of London and our first programme Honorary Liveryman. She continued of events to attend our dinners for many and parties, years, most recently accompanied annual by her friend and priest, Father conferences Andrew Wadsworth. at seaside towns, all Father Andrew writes: “It is easy to organised by decry livery companies as dining the various clubs for the aspiring and the committees. Jean Bowden-Rose being presented to HRH Prince Philip wealthy. But my attendance at It was a the Marketors dinners in the City wonderful felt it was a duty to make politics escorting Jean showed their worth. training ground for all the things happen and to do so honourably This is seen in the pro bono work one did later in life, especially wherever possible. done quietly for the individual, in voluntary work.” (It was also Faith, duty and service were in the promotion of the central a renowned marriage bureau - focus of the Livery company, in the watchwords by which Jean Angela subsequently married lived. She was committed to the this case Marketing, by way of Roger White, then Chairman of the creation of a better world through fostering professional standards and SE YCs.) enterprise. All the time generating her family, the Church of England, the Conservative Party and the wealth for the nation, promoting Jean helped to make Conservative Marketors, but Jean’s political and social cohesion, and creating the Party conferences run smoothly religious beliefs did not preclude her common good.” in the 1950s and 1960s, and she canvassed in marginal from valuing people for who they Another of Jean’s passions was constituencies in General Elections. were. She was good company and the Conservative Party. As a Ultimately she became President assured me that her father would young woman she was Secretary of the Bognor and Littlehampton have approved of women Masters. to the South East Area Young Conservative Association. Whatever One of Jean’s proudest moments Conservatives, where she met one’s politics, the democracy was to be received by the Duke of Liveryman Angela White-Horan (as of which we are rightly proud Edinburgh on the occasion of the she is now) who was then Vice- depends on people like Jean in the Royal Charter Ceremony. We shall Chairman of Kent YCs. Angela background working away. She miss her. Keith Weed awarded a CBE in Queen’s Karl Weaver New Year Honour list Court Assistant

Huge congratulations to Liveryman Business in the Community. He Keith Weed who has been awarded was named the new president of a CBE as part of the Queen’s New the Royal Horticultural Society in Year Honours List, for his services 2020, with a focus on increasing to the advertising and marketing the charity’s commitment to industry. Keith established himself sustainable practices and as one of the most influential CMOs prioritising the mitigation of climate in the world during his nine-year change. stint on the Executive Committee of Unilever. There he helped to “I’m deeply honoured to receive shape the company’s shift towards a CBE in the New Year’s honours digitisation and sustainability by list for services to the advertising setting up the Unilever Sustainable and marketing industries,” Keith Living Plan. said. “It’s very much a shared Keith is a main board director recognition with all those building of WPP PLC and Sainsbury’s more purposeful, environmentally PLC, President of the Advertising and socially sustainable businesses Keith Weed CBE Association and a director of across the industry.”

12 marketors.org WORSHIPFUL COMPANY of MARKETORS NEW FREEMEN

Diana Tombs Welcome to our new Freemen Court Assistant

On Thursday 24 September we held chat before bringing us all back All new Freemen who are admitted our second virtual Ceremonial Court together again and sending us into in a virtual ceremony will have the to welcome 10 new Freemen-elect a different break out room with a opportunity to also be formally into our Company. welcomed when we are finally different, randomly-allocated group able to get together in person for a Over 40 members of Court and of people. It was fun and a good Great Event. guests attended, with the Master way for all the new Freemen to presiding, Clerk officiating and the meet members of Court as well as Beadle hosting the Zoom. each other. The applicants all gathered in a break out room to have a chat and their (screen) photographs taken, while Court convened. They were then invited in by the Beadle for the ceremony and welcomed by the Master, before being led by the Clerk to make their declarations in the “new usual” way. They were then introduced to all present members of Court before being invited to lift a glass for the traditional toast. With all the formalities successfully completed, the Beadle started to really enjoy himself! He had those present randomly allocated into small groups of four to six people and sent into separate break out rooms – I think I counted at least eight or maybe even nine rooms. The Clerk ensuring livery traditions continue, from his Marketors’ bunker at home He gave us just a few minutes to

The Court raising their glasses and asking ‘half full of what did you say?’

MARKETOR WINTER 2020/21 marketors.org 13 New Freemen admitted 24 September 2020

SAMANTHA ANDREWS DR SEVERINA CARTWRIGHT GEOFFREY CHAPLIN

Samantha works in strategic B2B Severina is a Lecturer in Marketing Geoff has recently retired marketing by day specialising in at University of Liverpool as the Retail PoS Hardware ABM, deal-based marketing, sales Management School. Prior to Solutions Director at Fujitsu. With enablement, c-level marketing, joining ULMS Severina taught various a background as a Chartered data and customer insight in undergraduate and postgraduate Engineer, Geoff has been in the enterprise businesses. Over the years modules at Coventry University as IT industry for 42 years, initially in she has had the pleasure of working a Lecturer in Digital Marketing. In client and product support, then with global clients such as Microsoft, 2018 she received an academic moving into a variety of marketing Salesforce, Infosys, Panasonic award from the Marketors’ Trust and product management roles Business, State Street, Nutanix and for her PhD. Severina has worked focusing on the retail sector Oracle to achieve growth. Outside as a social media marketing across Europe, USA and Japan. work she is a Trustee and Chair of consultant, European marketing Geoff was responsible for the full the Marketing Committee for a channel executive, research project lifecycle management of a range cancer charity supporting young manager and has held other of innovative retail and hand-held people (CATTs), a consultant to the positions within industry. Severina’s solutions for in-store use. Geoff is Innovation team at The Prince’s research focuses on business-to- married with two daughters and lives Trust, and a mentor for rising women business marketing, relationship just north-west of London. in business. marketing, social media marketing and digital marketing.

SIMON JOHNSTON FAIZAL GARA NATASHA RAWLEY

Simon is a results-driven marketer Faizal has spent almost nine years Natasha founded and ran an with in-house and agency in marketing, most notably working Information & Record Management experience across UK, European, on the 2012 Olympics. He was and Storage company for 17 years North American and Asia-Pacific contracted by a leading Electronics before selling it in 2019. During markets, working with a diverse Manufacturer and was involved this time she pioneered a new range of brands including Honda, in the public relations, relationship marketing style within the industry, Domino’s Pizza and Allianz. He management, branding and moving from a very corporate founded Shortarm, a specialist promotion of this company during marketing culture. In 2018 she set marketing agency for the this period. Since 2013, Faizal has up Auxiliary Marketing to support automotive industry, in 2013 and been employed by an Aviation and elevate female entrepreneurs is currently Marketing Director at Consultancy firm, firstly as a Business and their brands with marketing Markel UK. Simon lives with his wife Development Manager and then as and business strategy paired with and son in Oxfordshire and spends Commercial Manager. Faizal fits the content, creative visuals and digital his spare time renovating their typical stereotype of a Londoner communication. Natasha is also 17th century thatch cottage and born and bred who supports Chairwoman of FOCxH Charity, a enjoying road trips across Europe. Manchester United! mother to Ellie and Chester, and a passionate photographer.

14 marketors.org WORSHIPFUL COMPANY of MARKETORS CHANTAL COLEMAN KIRAN KAPUR RICHARD GOODWIN

Chantal has 20 years’ experience Kiran began her marketing career Richard runs The JGA Group, a working in various marketing roles in financial services, including nearly 30-year-old vocational within healthcare. She moved to several years as a consultant. She training company with a London from Sydney, Australia then moved into tutoring marketing specialism in marketing-related about 10 years ago. Currently, she qualifications. She has been the apprenticeships. Prior to JGA, works in medical communications CEO of the Cambridge Marketing Richard held a variety of sales and for a global pharmaceutical College since 2016, introducing marketing positions at British Steel company. Outside work, she enjoys marketing apprenticeships. She is a and The Stationery Office and was staying active, spending time with keen amateur musician. Managing Editor of The London, her family, and travelling. Edinburgh and Belfast Gazettes. Richard is a fan of London and in his spare time delves into the history and culture of the city.

ANNE WALLACE Anne is an Investment Marketing Director at Ninety One, formerly Investec Asset Management. She is responsible for creating and executing global marketing campaigns, as well as managing a team. She was a finalist for Marketing Influencer of the Year in 2019 and has worked in the financial sector for over two decades. Anne has been a school governor and junior coordinator of her local tennis club. She is a keen walker and has recently completed the West Highland Way.

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MARKETOR WINTER 2020/21 marketors.org 15 CORPORATE SUPPORTERS Welcome to our Corporate Supporter Associates Accenture UK Ltd – MARK BEALES Mark has over 18 years’ international marketing and sales experience at Nestlé, developing and managing market leading global and local brands across a diverse range of categories. He moved to Brand Learning (now part of Accenture Interactive) 11 years ago where he was a Board Partner with responsibility for the UK & EMEA Business Unit. He has experience in developing and delivering capability change programmes for multi-national clients across Pharmaceutical, FMCG, Homeware, Industrial (B2B & B2C), Retail, Drinks and Financial Services clients, as well as developing their strategic marketing skills and portfolio and brand strategies. Mark is now a Managing Director at Accenture and Client Operations Director at Brand Learning. Outside work he has a passion for cars, loves taking photographs and, when he wants some peace and quiet, he goes fly fishing.

Accenture UK Ltd – JILL HUGHES Jill Hughes has been a marketer for 30 years. She began her career in the world of consumer brand marketing, working for Unilever across a diverse portfolio of brands in haircare, foods, ice cream and frozen foods. Her last role in Unilever involved building innovation capabilities globally and it was this role that crystallised an ongoing passion for building marketing capabilities more broadly. To follow this passion, Jill moved into consulting, initially working as a Principal Consultant in Marketing for PriceWaterhouse Coopers. She then joined Brand Learning, a business specialising in building Marketing and Sales Capabilities for growth. In her 19 years with Brand Learning, Jill has worked across industries and categories, working with companies including Barclays, Novartis, Kellogg’s, Pfizer, Roche and Legal & General. Three years ago, Brand Learning was acquired by Accenture and Jill is currently a Managing Director in the Marketing Advisory Practice within Accenture Interactive. Jill believes that building the capabilities of our marketing talent has never been more important – as we continue to stay apace with rapid changes in customer expectations and technological developments. Outside work, Jill is a mum to two teenage daughters. She enjoys supporting their musical and dramatic activities – and participates in her own from time to time, singing and performing in an adult choir of similar enthusiasts.

Accenture UK Ltd – NINA HOLDAWAY Nina has 25 years’ experience in marketing and commercial roles, both client and agency side. She started out with Unilever, in strategic brand development roles, then moved to HJ Heinz where she ran one of the business groups for several years and had the privilege of turning the ketchup bottle upside down. Fourteen years ago, Nina joined Brand Learning, a marketing capabilities consultancy, where her remit was to service clients across UK & EMEA at board level. Nina has worked across industry sectors such as Consumer Goods, Retail, Life sciences and Financial Services, leading large-scale change and capability programmes. Just under four years ago, Brand Learning became part of Accenture Interactive and Nina currently holds a role as an MD within the Marketing Advisory practice. Outside work, Nina enjoys spending time with her family (mother of three teenage girls), she loves exercising – has a real passion for skiing – and very much enjoys interior design.

Accenture UK Ltd – MAMTA SINGH Mamta is a strategic Brand & Marketing practitioner with 17yrs+ experience in partnering global CPG brands to drive consumer-centric growth through designing and implementing Strategies, Structure and Capabilities. She built her marketing muscle in various global and local marketing roles at Starwood, Marriott and Dun & Bradstreet. Mamta then made the transition to the agency side to work with Havas, Brand Learning and Kantar Consulting/ WPP working with mix of CH, Pharma and CPG clients over the last few years. In her most recent role pre-Accenture last year, she spent five years at Kantar Consulting/ WPP working across WPP brands (Wavemaker, Ogilvy, Futures, WPP and Kantar) to lead end-to- end Marketing Transformation programmes for clients focused on defining future Growth Strategies, building Marketing Capability Academies and redesigning Marketing Operating Models. Mamta is now a Senior Manager within the Marketing Advisory practise in Accenture Interactive. Outside work, she loves globetrotting with her partner of 20 years, exploring National Trust parks and hiking relatively easy-medium difficulty trails across the country.

16 marketors.org WORSHIPFUL COMPANY of MARKETORS James Hambro & Partners LLP – NICOLA BARBER Nicola is a Partner and Head of Charities at James Hambro & Partners, having begun her investment career in the City in 1987. She is an experienced equity investor and portfolio manager and leads on the firms Sustainability and Corporate Social Responsibility initiatives. Nicola is married with two teenage children and treasures family time as well as walking, gardening and being outdoors.

James Hambro & Partners LLP – DINO LUCIANO Dino joined James Hambro & Partners Andy Steel, Partner & CEO of in August 2016 as Portfolio Manager. He James Hambro & Partners is now Deputy Head of Private Clients. Dino is married and has three young children who keep him busy in the evenings and on weekends. He enjoys playing golf when he can although admits to being a fair weather golfer. He is also a season ticket holder at his football club, Tottenham Hotspur.

James Hambro & Partners LLP – HARVEER BHOGAL Harveer is an Assistant Portfolio Manager at James Hambro and Partners and works on the Charities team headed by Nicola Barber. Harveer joined James Hambro and Partners just under a year ago, having graduated with First Class Honours in Economics and Mathematics, and John Zeally, Senior Managing Director, now has his sights set on completing his Accenture Interactive CISI professional qualifications. Outside work, Harveer holds a keen interest in reading as well as sports and fitness with a particular fondness for badminton, which he likes to play as often as he can.

James Hambro & Partners LLP – CHARLOTTE BRAYTON Charlotte is a Chartered Financial Planner who joined the financial planning team at James Hambro & Partners in 2018. She began work in the financial services industry after obtaining a combined honours degree in Mathematics and Spanish from the University of Exeter in 2013, which included a year in Madrid teaching English. In her spare time Charlotte usually enjoys travelling, exploring London’s food venues, and attending the theatre, all three of which have sadly been hampered by the recent events of 2020. She is instead the proud owner of several window box flower displays Michele McGrath, Managing Director, Accenture Interactive UKI that are still blooming despite the November weather.

MARKETOR WINTER 2020/21 marketors.org 17 CLASSIC BRANDS

Iain Sanderson Building back a classic brand Liveryman

Like many youngsters, my first exposure to the Vanwall F1 team name came via a Scalextric set, for me one that a school friend had in his parents’ attic. We would play ‘green v red’ or Britain v Italy, pitting the Vanwalls against the Ferraris. We’d take this a step further, ‘Moss V Hawthorn’ or ‘Brooks v Collins’ to make it personal. I don’t recall who won in the attic, but was vaguely aware that Vanwall prevailed, probably due to the subsequent infamy of the late great Sir Stirling Moss, Vanwall’s lead driver in 1958. Roll forward 50 years and the opportunity to lead the resurrection and indeed relaunch of the Vanwall marque is one I relish, albeit with the fear and trepidation necessary to protect the Vanwall legacy. I acquired the Vanwall trademark back in 2012. It came directly to me via my founding of the Lightning GT car project, a 100% electric supercar which launched in 2008 to global acclaim. Britain had a Tesla in its midst, but as a certain academic-leaning Business Secretary advised me in 2011, “Electric cars will never happen in my lifetime”. I bumped into him in out of the nine they entered. The ‘team GB’ that was, albeit bitter late 2019, he was very much alive Driver’s Championship was won sweet with drivers being killed on a although had politician’s amnesia by Mike Hawthorn in a Ferrari by regular basis. about that 2011 prediction. The just one point from Moss. This could The Vanwall victory broke Britain’s Lightning Project lives on, albeit in a easily have been different if Moss losing F1 mind-set. After 30 years of quieter fashion than envisaged at had protested the result in Portugal pain and trailing the silver cars of the outset. when Hawthorn arguably stretched Germany and the reds from Italy, Vanwall won the inaugural F1 World the rules. However in those days the continental grip on F1 was Constructors’ Trophy in 1958. Back lawyers didn’t go to races and, as broken. Britain has never looked then the best six race results in a a proper gentleman, Moss didn’t back. To this day British drivers season counted, Vanwall had a protest. The first five drivers in 1958 have won more Grands Prix than perfect score having won six races were all British. What a year for any other country, and seven of

“The best cars are the ones with the greatest stories.” – Jay Leno

18 marketors.org WORSHIPFUL COMPANY of MARKETORS ACADEMIC AWARDS Congratulations to our academic award winners the top 10 teams are based in the NEIL DAVEY MPhil FELIZITAS HERKEL MSc UK. I regularly state that the 1958 Vanwall car was the most important one ever built in Britain because its victory turned us from persistent losers to perennial winners in the automotive world’s pinnacle sport, F1. Tony Vandervell, founder and financier of the Vanwall brand, had achieved what he set out to do, ‘beat those bloody red cars’. It was Tony v Enzo as much as green v red. Tony won. After 1958 full factory University of Cambridge Judge Middlesex University support was withdrawn, the team Business School carried on at half speed for a few This award is given in recognition more races, but Vanwall’s race was This award is given in recognition of Felizitas Herkel’s dissertation on both run and won. of Neil Davey’s dissertation on “The effect of fear appeals on “A novel distribution strategy recycling and plastic reduction The 2020 and onwards strategy is for solar solutions in emerging intentions amongst young UK simple. The core business is heading markets”, undertaken for his MPhil in consumers”, undertaken for her back to where Vanwall started Technology Policy at the University Master of Science in Corporate – the race track. We’re going to of Cambridge Judge Business and Marketing Communications at build six continuation cars, exact School. Middlesex University London. tool room copies of the 1958 cars with their Chapman (the founder of Lotus cars) chassis, Rolls-Royce DR ELISA SCHWEIGER PhD THEA WINSNES MSc and Norton based engines, and for F1 the first use of disc brakes and other innovations. These will be hand built by the world’s best, Hall & Hall of Lincolnshire, employing many and preserving great British craftsmanship skills which much of the world still looks to us for. Backing this up, we have brand partnerships and the re-release of the generic book on Tony Vandervell and Vanwall with new revelatory material about the great story University of Bath University of Westminster behind the team and its illustrious, almost film star, drivers. This award is given in recognition In absentia: This award is given of Elisa Schweiger’s dissertation on in recognition of Thea Winsnes’s We announced the plan on 19 sensory marketing and shopping dissertation on “Clothing and October, which was the 62nd behaviour, undertaken for her accessories in Norway – a struggle anniversary of when Vanwall doctorate in consumer behaviour at between fashion and janteloven”, secured the title for Britain back in the University of Bath. undertaken for her MSc in Marketing 1958 at the last ever Casablanca Management at the University of F1 race. The coverage in the global Westminster. automotive press has been truly immense. The Vanwall name, whilst PO YUK LAM MSc not mainstream, is certainly on the Cranfield School of Management grid once more. In the coming months we’ve a lot more to say This award is given in recognition of about Vanwall, especially with one Po Yuk Lam’s dissertation on “The its core values being innovation. So, antecedents and consequences with the automotive world changing of cognitive and affective trust at a faster pace than it has done in social commerce: the distinct for over 100 years, Vanwall’s place impact of content effectiveness in that evolution will mean an extra on trust and of trust on purchase chapter in the next Vanwall book. intention”, undertaken for her MSc in Strategic Marketing at the We’ll keep the Marketors informed. Cranfield School of Management.

MARKETOR WINTER 2020/21 marketors.org 19 MASTER ELECT

Karl Weaver Meet our Master Elect John Farrell Court Assistant

Q: Where were you brought up? business to the Leo Burnett Group A: Early on I got involved with the A: I was born in London and in 2000 and then the combined Marketors’ Trust, assisting John moved to Devon at an early business to Publicis Groupe a Hooper and the other trustees. age. My family relocated to couple of years later. I’ve been involved in numerous other committees and Chaired Rickmansworth in Hertfordshire Q: When did you make a conscious Comms & PR. I also worked when I was ten, after my Father decision to follow a career in closely with the current Master on died. That’s where I went to marketing? school, and my 92 year old developing the new strategy for mother still lives there today. A: My career in marketing agencies the Company. moved so fast I didn’t have time Q: What was your earliest ambition? to consider anything else. I was Q: What do you see as your most A: My parents were keen for me MD of the largest promotions significant contribution to the to become a doctor, but I had and direct marketing agency Company to date? an early aversion to anything to in the UK at the age of 27, and A: As part of the new strategy we do with blood, so I decided that Chairperson on the number have set out to gain a number of career would probably not work one group of advertising and Corporate Supporters who each out well for me. Tennis is a passion marketing agencies in the UK in make a financial commitment of mine, and I wanted to be my early 30s. So I guess you could to the Marketors over a three professional, but found out at 16 say the decision to follow a career year period. I led many aspects that I wasn’t quite good enough. in marketing communications was of this part of the strategy and I made for me! am truly proud that, despite the Then, whilst I was thinking of where pandemic, we have secured to go to university, an old friend of Q: What do you do now? How do mine got a job at an advertising you make a living? our first two, and the associate Freemen and Liverymen have agency in London. He was having A: My day job now falls into two been admitted and welcomed. a great time and doing well for connected areas. I advise We also have plans to try and get himself, so I thought I would give it companies operating in the three more. Corporate Supporters a shot. marketing services and Q: How did you choose your degree technology space on how to subject? grow their businesses. Also, I help those companies monetise A: My degree is in Business Studies the asset they have created, from, what is now, Nottingham which usually means selling Trent University, and with a major the business. I’ve been very module in marketing. A marketing fortunate to have led the focus in a degree was slightly successful exit of 16 different unusual as it was still an emerging agency businesses over the past academic discipline at the time, five or six years. but becoming mainstream. I was fortunate to have some really Q: When and how did the talented marketing tutors, and Marketors come to your wrote a thesis on the industrial attention? relations area of worker-directors, A: Past Master Andrew Marsden a hot topic at the time. brought the Marketors to Many years later I was invited to my attention. He suggested join the board of the university I get involved. He was very and am currently Chair of their persuasive, demonstrating that Business School. the Marketors do wonderful things and that I could Q: What was your most enjoyable help build the profile of the role and why? company. There were several A: Looking back the role that gave other members that I knew me the most pleasure was as and respected, including global CEO of D’Arcy Masius John Hooper, David Pearson, Benton & Bowles, one of the top Diane Thompson and Michael advertising agency networks in Harrison, and I felt comfortable the world at the time. I was based in applying to join because in New York, and I felt a real sense of the profile of the people of achievement from relatively involved. humble beginnings back in Rickmansworth. I spent nine years Q: After joining the livery, how did there and eventually we sold the you start to get more involved? John Farrell, looking masterful

20 marketors.org WORSHIPFUL COMPANY of MARKETORS is one of the cornerstones of our areas that make a successful that we can keep in touch and strategy for the future. It will drive enterprise, like sustainability, do so much more together as a the profile for our Company, diversity, innovation, and yet it Company. attract new members and send a is too often regarded as a cost. Q: What aspect of being Master signal to the marketplace in terms We will have to work hard to Marketor has the most appeal to of the importance of what we do. build marketing back as a true you? Associating with the right partners investment, fundamental to what makes us relevant and interesting a business needs to succeed. A: The role is a great opportunity for for the marketing community. me to make people outside the During my year, the programme Company more aware of our Q: How do you see the relevance of of business leader interviews will relevance and role. There is still the livery movement in the 2020s? reflect this. Interviews with people an historic perception outside the A: The livery needs to reassert the who have a background in livery of ermine and chains, yet things that made it great in the marketing discipline, and have a lack of understanding of the first place. The giving back, the evolved as high achieving leaders calibre of the people involved fellowship and caring for people. themselves. We have much to and the tremendous good works It needs to combine these learn from these people. that the Company does. I want to fundamental values in the context Q: What will be your chosen charity help raise the profile and work to of a changing world, making this year and why? overcome those perceptions. faster progress in areas like A: Great Ormond St. I have a long Q: What is the best piece of advice diversity and inclusivity. I believe history with this charity, right back you have ever been given? the livery movement can do this to when I helped write the appeal as, at its heart, there is a sense of A: An old mentor of mine, Brian strategy for them, which involved wellbeing and fellowship, which is Francis of Francis Killngbeck Bain, Diana, Princess of Wales. GOSH real and genuine. told me don’t pretend to be was a hugely successful appeal. someone you are not. This sounds Q: What are you going to achieve This will be my nominated charity quite basic, but was at a time for the Company in your year as for additional help beyond what when many agency people were Master? the Company continues to do for trying to position themselves as A: It would be fantastic to complete many other charitable interests thought leaders and gurus. If you the year with at least some in- over the year. are good at what you do then do person events! Whatever the Q: The pandemic changes a that. And be yourself. pandemic brings I hope we have Master’s year. How will you make Q: What is your favourite thing to do a year where the marketing the most of it? with your free time? community picks up on my theme A: I’m naturally optimistic by of ‘Marketing, leading business A: My perfect day would involve 18 nature and I’m going to enjoy it, form the front”. The ‘building holes of golf, an excellent lunch whatever comes our way. The back’ opportunity for marketing with friends, then dinner and a first half will inevitably have some in a post-Covid world is to re- movie with my wife and kids in the restrictions on what we can do establish marketing into c-suite evening. face to face, but I will still drive again, as a core discipline in the agenda we have and we Q: Tell us something that very few driving business. Something that have already proved how we people would know about you. has sadly become less the case can still connect with people. Keep it clean please. over the past 10 to 20 years. The current Master has laid down A: I was an adopted child, and have Marketing connects many of the the blueprint, demonstrating a severe garlic allergy!

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MARKETOR WINTER 2020/21 marketors.org 21 FUTURE MARKETORS

Keith Rowland The Future Marketors Court Assistant

Early in 2020, Court approved two new initiatives for associate members of the Company: Corporate Supporters and Future Marketors. We put together a Future Marketors project group with members from several committees: Membership, Fellowship, Events, Mentoring, Communications & PR as well as representatives from academic Marketors and Younger Marketors. The aim is to create a group for professional marketers in the earlier stages of their career, probably in their 20s (a demographic we have not served for some time) who are not yet ready to apply for the Freedom of the Company but who A Zoom call, with people smiling a lot may do so in future. created with over 2,200 views of she “thought it was an absolutely The first step was to invite our the LinkedIn post and many positive fantastic talk and so glad I joined! personal contacts to form an comments from the attendees. I think persistence beats resistance inaugural group of 20. Oxford stuck in my mind – along with being Brookes University alumni and We kicked off our autumn lecture less Eeyore!”. Isabelle summarised Cambridge Marketing College programme with a heavy hitter. Keith’s five points: students and apprentices are well Liveryman Keith Weed is former represented in this initial group. CMO of Unilever, an independent • Bring the outside in and the future Previous Marketor award winners director on boards including WPP forward. Own the outside. Have under 30 are also welcome. This and Sainsbury’s, President of the a point of view of the future and pilot group is helping us define our Advertising Association, President of share internally. Serve customers offering, mainly around mentoring, the Royal Horticultural Society and better, generate consumer-led events and fellowship, and (if the Director of BITC. He was named the growth. pilot is deemed successful by Court) World’s Most Influential CMO by • Put people first. Understand the spreading the word in advance of Forbes in both 2017 and 2018. So, customer needs and lifestyle. opening up this opportunity further. on 13 October, 10 Future Marketors, Don’t lose this focus with time some Younger Marketors and other spent on admin. The launch was on 29 September members of the Company were with the Master in attendance. • Brands are a force for good. entertained and educated by his After listening to our vision, 16 Brands are here to serve society presentation of “A Life in Marketing”. inaugural members broke out into • Unlock the magic. A focus on small groups. There was a real buzz Future Marketor Isabelle Solly said technology means the creative has been lost. Marketing as a balance of art and science • Build capabilities. Keep learning. Keep up to date and lift the stakes We received more excellent feedback on LinkedIn and Future Marketor Tom Callaghan’s post in particular received a lot of attention. In 2021, the challenge will be to scale up. Master and Wardens have recommended we go into Phase 2 trial, to refine and enhance through the year. It is hoped we will attract up to 50 Future Marketors to the group, building a network for them and a pathway to joining the Keith Weed not in the garden Company as Freemen one day.

22 marketors.org WORSHIPFUL COMPANY of MARKETORS CITY OF LONDON CORPORATION A new strategy for the David Pearson Past Master, and Chairman, City of London Corporation Aim One Committee

The City of London has been demonstrating credible pathways radical plans to tackle climate affected by the coronavirus for transition and opening up change, reaching net zero by 2040, pandemic as severely as any access to capital and industrial a decade ahead of the national other business centre, with only products. So far, supply for goal. It will tackle emissions, climate an estimated 10% of the normal sustainable finance products does resilience and create hundreds workforce physically in the City. not meet investor demand. of green jobs. It believes that no Nevertheless the City of London other major financial centre is as In November the City of London Corporation, led by The Rt Hon ambitious in its commitment. The Lord Mayor Alderman William Corporation co-hosted the Green Russell, has been developing Horizon Summit together with the Many policy ideas have also been new and imaginative strategic Green Finance Institute and the generated to ensure the City of approaches for the City to ‘build World Economic Forum. This brought London continues to attract the back better’ on a very wide front. international policy and industry best global talent. The introduction leaders together to address the of a new immigration system at The report titled London barriers to growth in green finance. a time of an unprecedented Recharged: Our Vision for London The Summit covered five major pandemic is, of course, a huge in 2025 gives the view that, long themes: challenge. But it also presents a term, there will always be a need • Reporting, Risk, and Returns unique opportunity to hit the right for a central collaboration hub that reset button. brings together people and ideas, • Financing the Energy Transition and the City is well placed to be • Infrastructure and Green Growth Innovation is crucial to financial that hub. Firms that the Corporation • Resilience and adaptation services in building back, and has spoken to are committed to • Nature and net zero this has been a pivotal year, with a major London presence. They accelerating demand set against see a vibrant workplace as a The speakers included HRH The increased competition for capital. crucial element of collaboration Prince of Wales; Christiana Figueres, The Corporation has been working and innovation for employees. The founder of Global Optimism; with Innovate Finance to help Corporation has worked closely Michael R. Bloomberg KBE, founder deliver the relaunched Fintech with consultancy Oliver Wyman, of Bloomberg LP and Bloomberg Strategic Review announced by Arup and more than 40 senior Philanthropist; António Gutierrez, HM Treasury, chaired by Ron Kalifa figures from industry and policy, the ninth Secretary-General of the OBE. This in-depth examination of including our own Liveryman Dame United Nations; Christine Lagarde, the sector will underpin growth in Elizabeth Corley DBE, to develop President European Central Bank; innovative financial services-UK these ambitious recommendations. Andrew Bailey, Governor of the wide. Alongside, the Lord Mayor is Bank of England; his immediate The post-Covid-19 economic opening doors to investment into predecessor, Mark Carney; Larry UK firms as he heads a delegation recovery is, of course, still the main Fink founder, Chairman, CEO Of concern for all businesses. The of leading-edge UK innovators on a Blackrock Inc; The Rt Hon The Lord virtual visit to the USA and Canada. adaptability and resilience of the Mayor Alderman William Russell; UK’s financial and professional Alderman Vincent Keaveney; and The Lord Mayor and his team are services businesses has been a Liveryman Dame Elizabeth Corley to be congratulated on seeking to pandemic success story. Catherine DBE. take every opportunity to innovate McGuinness, Chair of the Policy & and build back the financial sector Resources Committee at the City The Summit concluded by focusing and related services following the of London Corporation, welcomed on the actions and commitments challenges of the pandemic. the Chancellor’s winter economic financial firms need to make ahead plan and at the same time called of the 26th UN Climate Change This article was written before for the government to enable a Conference of the Parties (COP26), further lockdown restrictions were safe, secure and flexible return to which will be hosted by the UK put in place for London and the workplace as soon as possible. government in Glasgow in 2021. the South East. It is too early to assess the impact such changes The UK is taking a leadership role The Corporation has also launched will have on the City of London in globalising green finance and its Climate Action Strategy for Corporation’s new strategy. in pioneering clarity in standards, the Square Mile and has made

MARKETOR WINTER 2020/21 marketors.org 23 EVENTS Tri-livery annual lecture ‘The power of AI Andrew Marsden to deliver economic and social good’ Past Master

As a Stationer, a Past Master She showed how Myeloma (bone As is often the case, the question Marketor and Chair of the marrow cancer) patients are and answer session which followed Financial Services Group of benefitting from whole body MRI was revealing. AI, more accurately Livery Companies, of which the imaging to accurately detect the the ‘machine learning’ or ‘scale Information Technologists are disease. The process is non-invasive, computing’ aspects which are members, you couldn’t have with no injections or radiation not ‘conscious’ except in science had a more interested listener and reduces the time from 30 to fiction, will unquestionably deliver joining the 200 other people at this 2.5 minutes. However, Dr Messiou improvements and efficiencies in year’s excellent virtual Tri-Livery reminded us of the significant our lives but raises some profound Roundtable. shortage of both qualified people societal questions. and investment, with only one in We hear so much about how The use of AI will require the digital 10 NHS treatment centres currently artificial intelligence (AI) will ‘upskilling’ of existing workforces, able to deliver this analysis. This change the way we work in the or their reallocation towards more emerging form of ‘Precision future, how it will cause structural added value roles as opposed to Medicine’, using algorithms to unemployment in repetitive repetitive tasks. A lot of junior roles measure disease beyond that professional jobs and to those in could disappear, but a variety of possible by human experience, will low skilled areas. But this evening’s new job titles will emerge, including need a digital ready workforce – panel, expertly chaired by Marketor those related to training and informaticians, data scientists and Roz Morris, revealed that AI is not validating the algorithms used. medically qualified programmers. only already well established in our There is a growing need to ensure lives, but is often a force for good. Jonathan Sinclair, of Bristol Myers training data is balanced and Maxine Ricketts, Chair of ‘AI4C’ Squibb, told us how AI-driven cyber algorithms are not carrying biases. security is required to deliver the created by the Worshipful Additionally, there are issues around scale, speed and high levels of Company of Information collating massive data sets and accuracy necessary to defend our Technologists to help charities, of ensuring personal privacy is networks from organised crime, and gave us a simple working definition protected. Legislation, even in local drive the global information security of AI: ‘any computer system that geographies, is often slow to keep programmes now required. performs tasks previously performed pace with the pace of change. by humans’, typically with Ben Gancz is a former Metropolitan Exactly who will regulate this reference to big data. Maxine told Police/NCA detective who has emerging global phenomenon is as us that charities are already triaging specialised in child protection. yet unclear. incoming calls using chatbots to This is both psychologically answer simple questions and focus As ever, we were reminded that the demanding and repetitive work enquiries, getting to key issues more key issue with any computer system for humans so he has developed quickly and amassing data faster will remain the need to clearly ‘human-in-the-loop’ AI systems than humans. define the problem we are actually and automatic image classifiers to trying to solve. Dr Christina Messiou, the help detect indecent images of distinguished radiological children, reducing the associated Ben Gancz concluded an researcher, in a riveting fatigue for humans. This where AI altogether fascinating evening by presentation, showed how AI is can automatically look at millions reassuring us that all the research driving forward innovative imaging of images and support, what is still shows ‘people do like speaking for the benefit of oncology patients. ultimately, a human assessment. to other human beings’.

Keith Rowland 151 responds to Covid-19 Court Assistant

After a busy summer for our affiliate were mobilised in support of the Three of our next generation Future regiment, on 19 October the NHS to distribute ventilators and Marketors were in the audience, Commanding Officer of 151 Regt personal protective equipment in all of whom have since expressed Royal Logistic Corps was finally able the nation’s latest hour of need. an interest in joining, and found to tell the Marketors about their “Col Debs” was also able to give her to be an inspiration. Hopefully work. us some insight as to the broader next year will see us able to visit the challenges for the Army Reserve regiment and tell them more about Over 40 Marketors joined the which is far more integrated into the livery, as well as take part in briefing from Lt Colonel Deborah the British Army than its predecessor, their annual shooting day, which Taylor about Operation Rescript, the Territorials. was cancelled in 2020. the military response to the Covid-19 Crisis, where reservists

24 marketors.org WORSHIPFUL COMPANY of MARKETORS EVENTS The reality of Augmented Omaid Hiwaizi Reality in 2020 Liveryman

This webinar was presented by and businesses. For example, set and actors dropped into the Omaid Hiwaizi, Liveryman of the equivalent of one in seven actual theatre setting. The second the Marketors and an Emerging of the world’s population has half of James’ demonstration Technology Marketer, ex CMO downloaded AR game Pokemon was about the application of Blippar; and James Simpson, Go. Omaid also demonstrated XR to theatre performances. Liveryman of the Lightmongers, the AR feature in Google Maps, The pandemic had created this Creative Technologist, founder of Blippar’s OnePlus smartphone opportunity as theatre needed Copper Candle and previously of launch in AR and the AR fashion to find a way to carry on without The Royal Opera House and Royal show delivered by London Fashion access to the actual buildings. He Shakespeare Company. students via HoloMe. He concluded explained that storytelling existed by saying that AR’s key applications since the birth of human kind – Omaid opened the webinar with were in adding a deeper from stories around the campfire, a definition of Augmented Reality human engagement to digital through to amphitheatres, theatres, as “a technology that combines communications. the cinema, television, down to the computer-generated images on smartphone screen. XR represents a a screen with the real object or James described how XR is being return to the campfire experience. scene that you are looking at”. used both in the theatre and live It is currently used in applications events industry and in the creative James demonstrated a trade show on smartphones, tablets and arts – particularly in response to the experience using VR storytelling digital headsets in areas such pandemic. He started by showing showcasing mental health issues in as engineering maintenance, how better productions could be the theatre, then a VR immersive shopping, wayfinding and games. designed with the technology by theatre show where the actors pre-visualising them. For example, controlled digital characters Omaid then gave an update on his VR model of the Royal Opera (avatars) remotely, a project where the progress of AR since the 2017 House allowed set designers to see separate live performances could tri-livery event “Augmented Media, how their scenery ideas work before be spliced together in VR, and Augmented World” (which he they are built physically, enabling finally a live streaming performance spoke at), explaining how AR has quick changes to all aspects of the with live moving avatars in a become “Extended Reality” (XR), production. theatre scene, being controlled incorporating AR, Virtual Reality real time by the movement of a live (VR) and Mixed Reality (MR). This James then showed a MR performer. was followed by an overview of the experience via HoloLens which multi-billion opportunity in AR and allowed designers to visualise the For those viewers who had its adoption amongst millennials show in situ in the theatre, with the downloaded the HoloMe app we were then able to see a hologram of Omaid in “live AR communication”, giving a section of the presentation projected into their rooms. The session wrapped up with numerous searching questions and comments about the technology, the rate of adoption, how it felt to experience it and how odd it was for Marketors and guests to have Omaid appear in their personal space!

Omaid appears, and no R2-D2 in sight

MARKETOR WINTER 2020/21 marketors.org 25 EVENTS

Alex Conabeare Inter livery clay shoot Liveryman

We Marketors entered one team of four guns, with Liveryman Alex Conabeare captaining, IPM Andrew Cross, Roger Howes and WO2 Christopher Kitto from our affiliate 151 Regiment The Royal Logistic Corps. The weather was good and the 11 stands provided the customary mix of challenging shots and fun for the novice and expert shot alike. This year the safety aspect was not only focussed on the weapon handling, but also the social distancing and hygiene, with fewer attendees, but with the usual very high standard of catering. Lunch was served out in the grounds in the glorious sunshine. It was particularly good to have WO2 Christopher Kitto with us for the shoot. We have a close relationship with our armed forces affiliates and it was fascinating to hear about the activities and challenges of 151 Regiment The Roger Howes shooting a clay (we hope) Royal Logistic Corps.

There are many things which are when the pandemic hit the UK There were some excellent different this year, but particularly and of course all such activities individual performances from the lack of in-person shared closed down until late summer Andrew, Roger and Chris, with our experiences which we are so when the restrictions began to team achieving a very respectable accustomed to as human beings ease. The organisers of the annual 212 clays overall, putting us in 30th and on which we rely for fellowship. Inter Livery Clay Shoot, which raises position (out of 56 teams). With nearly all physical events in the funds for the Lord Mayor’s Appeal, The event did highlight the livery calendar cancelled or moved were determined to do everything importance of occasions where online, it was touch and go whether they could to safely run the event. we are in the same physical this year’s Inter Livery Clay Shooting Their perseverance and hard work space as each other and are able competition would happen at all resulted in 55 livery company teams to share far more than can be in 2020. Our Marketor teams were taking part in the shoot over two communicated through any digital preparing for their practice shoot days in September 2020. media.

David Elmer Futureproof your marketing career Liveryman

In a thought-provoking tour de marketing leader, Kate is now a we Marketors have known for years force, Kate Harrison (Partner at partner at the search consultants that it’s all about the customer. Savanah Group) gave an insightful Savannah Group and, by her You would be right. However, what analysis of her many conversations own count, has had over 30,000 is important for any board, is how with CEOs and boards around what conversations about what boards a CMO delivers that obsession they really want from a CMO. The require for marketing across a wide and the leadership characteristics presentation distilled conversations range of industries, both in the UK needed to embed a focus on Kate has had over many years, and globally. the customer throughout the into clear and actionable points, organisation. So, what is the biggest single secret culminating in a check list for the to a CMO’s success? None other In this year of Covid-19, or as Kate ideal “futureproofed” CV. than customer obsession. You might put it – the year of the bizarre – After a distinguished career as a ask, what’s new about that? Surely we have all been too aware that

26 marketors.org WORSHIPFUL COMPANY of MARKETORS EVENTS

change is the only constant. A professionals who can make a If you want to see Kate’s checklist CMO who can understand not just strong business case for marketing for a “futureproofed” CV, you will the data but how to fuse this with investment and who are agile and have to look at the presentation an understanding of consumer flexible, with the ability to “test charts in the members section psychology, moods and mindsets, and learn” in equal measure. Kate of the Marketors’ web page. It’s marrying head and heart, is the one pointed out there are not many a must for anyone who wants who adds most commercial value marketers that are as good at to improve their CV or LinkedIn to the board. The CMO should learning as they are at testing. page. There are more gems than not own the customer but rather I can include in this article but Diversity of thinking was another champion the customer throughout you can see the webinar in full in key characteristic along with a high the organisation. the same location. If the subject level of integrity and high scores really interests you, check out The key leadership characteristics for IQ, EQ and DQ. That last one the white paper on “Becoming needed for delivering customer was a new one for me, and Kate Customer Obsessed” which is on obsession include empathy, explained it is the Dignity Quotient. the Savannah Group webpage determination to surprise and Nowadays an individual will be at https://www.savannah-group.com/ delight customers, humility to risk if they do not earn the trust, insights-research/ create learning collaborations and show respect for and value others. a true service mindset. Boards are Boards are looking for collaborators also looking for senior marketing not dictators.

Roz Morris We are all broadcasters now Liveryman

It all started after our first lockdown performance that requires the skills on either side of your screen. in March. No more face to face of a broadcaster. • Framing – Use the Rule of Thirds meetings for anyone. No more – sit in the middle of your screen running face to face media training I realised that we are all and with your head towards the and presentation training courses broadcasters now. But that’s not for me. Suddenly, like many of us, I all. Working from home means top middle square. we have to be the producer and was working on Zoom or Teams, or • Sound – Consider investing in a other video conferencing platforms. director as well as the presenter. good quality microphone. It was a culture shock which So, as a media and presentation • Eyeline – Try to keep your eyes brought new and unexpected trainer and a former BBC and ITV on the camera, not on what else challenges for maintaining broadcaster, I started offering and who else is on your screen. professional standards in meetings clients my expert advice on how to when working from home. We all, look better online. • Appearance – Wear smart as one commentator memorably causal or smart clothes with no When I presented my webinar ‘How observed, began seeing an awful fussy patterns or tweeds. Block to Look Even More Professional lot of other people’s bookcases, colours are best. Always comb Online’ for the Marketors on kitchens and even bedrooms. your hair (yes, this means you September 16, I demonstrated Boris) I was struck by the fact that I the seven key steps to success on had never seen so many badly screen. These are: • Avoid interruptions – Make sure lit people. This occurred both at you have a quiet place where online meetings and on TV, where • Background and shot no dogs, cats, parrots, children spokespeople were talking to us composition – check your can interrupt. If not using from their homes instead of studios. background. Is it very ‘busy’? Will your phone for your meeting/ Many people were looking in the your audience spend more time interview, put it in airplane wrong direction, some were out of looking at what’s behind you mode. focus, some were too small, some than listening to what you say? To sum up; It really pays off if you too large on screen and even more • Lighting – Have you got light on always look professional on screen. were looking a bit scruffy. your face? Sit facing a window Then you’ll know that you’re doing And then it hit me. Too many so the light falls on you. Be your best and people aren’t silently people are thinking that an online prepared to put a lamp behind marking you down as untidy or business meeting is like a phone your computer screen pointing continually asking themselves why call. But it isn’t. It’s an onscreen towards you or put a table lamp you’re sitting in the dark.

MARKETOR WINTER 2020/21 marketors.org 27 OUTREACH Outreach helps secure Age UK John Wheen Wirral’s future Chair of Outreach Committee

Each year the Marketors’ Outreach (down 41% in 2019 vs 2015) and a low cost plan (£500 per month), team receives around 70 requests collapse in income from fundraising targeting 15 key categories from for pro-bono help from good events (down 95% over five years to Wirral Borough Council to existing causes. Lacking marketing 2019). and potential volunteers. expertise, smaller charities are Her recommendations included perhaps the easiest to help, often Marketing issues refocusing the Twitter account, requiring advice on fundraising or increasing numbers of Facebook attracting new volunteers. Addressing the perceived lack of local support, the service offer fans and developing an Instagram Larger charities, however, also call was investigated. There was no account to support recruitment of for help. Increasingly faced with consistency between services volunteers. declining profitability and resources, advertised on the linked National Fundraising even if employing professional AUK website and the Wirral’s. It was marketing staff, they sometimes also very difficult to understand To address the shortfall in legacies, need an independent marketing what AUKW actually did unless you donations and fundraising, we consultant to identify strengths, worked there. So service descriptions recommended employing a weaknesses and possible routes consistent with the national site were marketing executive to draw up a ahead. recommended. costed, post-Covid communications Such was the case with a recent strategy. Working with individual client, Age UK Wirral (AUKW). Whilst The key market, caring for those and corporate trustees, patrons, a brand partner of the national Age over 75 years, was forecast to sponsors and supporters, they would UK Network (founded in 2010 by increase by +25% through to 2030. also arrange events such as garden the merger of Age Concern and Trends also suggested a rise in cases parties, visits to arts functions and Help the Aged), the organisation of dementia, placing more demand dinners with auctions. on AUKW’s dementia services. is completely independent and Additionally, we recommended autonomous, working across the A total of 17 service areas were employing a self-funding Funds Bid Wirral area with an annual income assessed and marketing advice Writer. and expenditure of around £3 given. Given Covid, a difficult million. Outreach was called in area was retail, where 17 shops Client response because even before Covid, AUKW contributed only a very small had experienced a decline in new Many of Outreach’s suggestions amount to revenue. We concluded volunteers and unrestricted income for securing AUKW’s future are that some would likely be which threatened their ability to underway and were well received. operating at a loss and that some provide services to local older Chief Executive Jamie Anderson rationalisation was needed, whilst people. said: “We really appreciate keeping a presence in each Wirral Outreach’s work and insight and Defining the problem district. By November, the client had have worked over recent months reduced the number of outlets to 11. to incorporate a number of the As they saw it, some local suggestions into our new strategic residents believed that Age UK Social media plan.” was a centrally-funded national Except for care home and day care organisation and required little Outreach’s supporters enjoy sectors, AUKW’s services had little financial and volunteering support making a difference. If you’d like to competition locally. We concluded locally. Assessment by Outreach know more about how you could that increasing presence through however, discovered that awareness contribute, please contact our Vice- social media would enhance was only part of the difficulty. Chair Philippa Seal at outreach@ volunteering and donation rates. marketors.org. AUKW also needed to address Outreach Director Liveryman Dr declining donations and legacies Annmarie Hanlon produced a

28 marketors.org WORSHIPFUL COMPANY of MARKETORS TREASURES

Tim Keen Freeman, and Curator of Marketor Treasures Marketors’ Company Treasures

The Heritage Committee is excited to report that in the year that marks the 10th anniversary of our Royal Charter, we now have an illustrated guide to the Company’s treasures. Like all livery companies, the Marketors has received donations as treasures, including badges of office, loving cups and ceremonial silverware, since our formation in the 1970s. Although our collection isn’t as vast as some of the older companies, such as the Mercers, Grocers and Drapers, it is nonetheless impressive. As we celebrate the 10th anniversary of the granting of our Royal Charter, it is the perfect opportunity to showcase the treasures. They tell the story of the Company’s history and illustrate the pride felt towards it by the members who have generously donated these precious items. The rose bowl donated by Elizabeth Russell Jones in 1989. Intended to be placed in front of the Master’s Consort at formal dinners, holding roses (but other brands of chocolates are permitted) Members of the Company will be used to seeing our Master and We have two beautifully crafted donated the Founder’s Badge and Wardens wear their badges of Master Badges. Unfortunately, the Commemorative Sword. office. These are perhaps the most first which dates from 1979, has As well as the Master Badges, visible and regularly used treasures become fragile after 40 plus years in our collection. Each one proudly each of the Wardens has a silver of wear by successive Masters. displays the armorial bearings of gilt and enamel badge. These also Fearing that it will not last another the Company – featuring a ship to date from 1979, but being slightly indicate exploring markets and a 40 years, a replacement was made less intricate, have fared the test pair of scales to represent marketing last year, funded by a legacy from of time better. As beautiful as the and mercantile activities – and our the late Roy Randolph. Roy, who badges may be, they serve the very motto ‘Mercatura Adiuvat Omnes died in 1999, played a huge part practical purpose of identifying the / Marketing (commercial activities) in the founding of the Company wearer at all the events they attend benefits everyone’. and, along with many bequests, throughout the year. If, prior to Covid-19, you attended one of the Company’s magnificent formal dinners, you will no doubt remember taking part in the Loving Cup ceremony. This ceremony is said to date to Saxon times when King Edward the Martyr, while drinking from a two-handled vessel, was caught off guard and murdered. As a result, a ritual of drinking with trusted companions either side of you has evolved. The ceremony is now customary at City banquets and provides a very entertaining ice breaker. In our collection we have 11 loving cups, dating from the 1920s to the 1990s. Ten are made from sterling silver, but unusually, we also have a crystal glass example. This was presented to the Company by Peter King in 1987, while he was a Court A selection of our Company treasures. Tim usually keeps these under lock and key, but laid Assistant. them out on his dining table for this photo (photo actually taken at Stationers’ Hall) Among our treasures are a handful

MARKETOR WINTER 2020/21 marketors.org 29 TREASURES

A bronze bust of our Founding Master, Reginald Bowden. Not easy for the Clerk to transport after the excitement of one of our Great Events of decorative items that can’t be of the Masters, compared to more loving cups, was forged said to have a useful function like the collections of other livery by Past Master David Hanger the badges of office and the loving companies. This could be because (Master 2004), whose career at this cups. These include an object of our age and the prevalence of magazine spanned many years, that had the Heritage Committee photographs or maybe our Masters culminating in the positions of baffled, until we searched in the are a little shy! However, we do Publisher and Board Director. Company’s digital archives. It have an unusual monotype portrait Our Company is a very forward was in fact a silver gilt rose bowl and a wonderful (and heavy) thinking, modern company. But it commemorating the centenary bronze bust of the Founding Master, is right that we remember where of the inception of the Royal Reginald Bowden. we’ve come from and our treasures Canadian Mounted Police. It was Most of the treasures have been help us to do this. Sadly, it’s not very donated to the Company in 1989 donated by our members, such often that we have a chance to by Elizabeth Russell Jones, wife of as Roy Randolph. In the guide, display them. We hope that the new Court Assistant and Archivist Russell we have tried to provide some guide, Treasures of the Marketors’ Jones. We discovered that it was background on these generous Company, will allow everyone to intended to be placed on the benefactors. You will read, for get a glimpse of the treasures and dining table at Company functions example, how Past Master Tony learn about their origins. The guide in front of the Master’s Consort as Bellm (Master 1979) who donated can be accessed online, just log a tribute to their contribution and two of our silver loving cups, not into the members’ area to see more support during the Master’s term only had a successful career in the detail. of office. Sadly, this tradition has pharmaceutical business, but also slipped, but we are hoping to bring competed in Le Mans. You’ll also it back to life. discover how our long-standing Our collection is currently a relationship with The Economist, little short on painted portraits which generously donated two

30 marketors.org WORSHIPFUL COMPANY of MARKETORS THE MARKETORS’ TRUST Who does The Marketors’ Diana Tombs Court Assistant and Trustee of Trust Help? The Marketors’ Trust The Trust has four core objectives with marketing excellence or CITY which haven’t really changed educational advancement. with time. Although primarily The Trust’s fourth aim is any other An example of this is the Trust’s aligned with the “Charity” aim of charitable purpose, particularly agreement with the Museum of the Company, the Trust’s aims in connected to the City of London. Brands to provide funds in support practice align with all the ‘4Cs’ of of the Museum’s Professional The Marketors’ Trust makes a Livery: Company, Charity, Craft and Development Programme for early donation every year to the Lord the City. Taking each of these in and mid-career marketers. This has Mayor’s Appeal, a long standing turn, starting with “Company”. been running for two years and campaign that aims to find solutions to London’s most pressing societal COMPANY supports around 15 talks and events per year, reaching 1,000 professional issues. It works on four key pillars, A founding aim of the Marketors’ marketers. to create a City that is Inclusive, Trust was the relief of any current Healthy, Skilled and Fair. All even or former Member of the Company CRAFT more critical in the context of the current Covid-19 pandemic. (and their dependants) who is in The Marketors’ Trust has a long ‘necessitous circumstances’. standing programme in support of Each year the Trust also supports This reflects the basic principle that its aim of the Education of persons the spiritual and pastoral work of “Livery is for Life” which is intrinsic to connected with Marketing. St Bride’s, the Parish Church for media, marketing and advertising, what Livery stands for and has done Each year, the Trust, in close with which we have a strong for many centuries. collaboration with the Awards relationship. This remains a core aim of The Committee, makes awards and Marketors’ Trust today. The Trust bursaries to people who are Each year we also make available actively pursuing best practice continues to respond to any grants totalling £2,000 for the Master and the achievement of marketing requests from the Almoners for to allocate to various charities of excellence. their choice each year. These have financial relief for Marketors who ranged in the past from Cycle-Smart may be facing difficult times. The At the (virtual) Ceremonial Court Foundation to Live Music Now. Trust is working closely with the on 6 November, five award winners Almoners to provide support as were presented with their awards The wording of this fourth aim is necessary. You can read more about these intentionally broad to allow the individuals and their achievements Trust to respond to proposals and CHARITY in the Charter article in this requests from any Member or any magazine. “Charity” arguably covers outside charitable organisation that makes a good case for funding, everything the Trust does but, The Trust also supports appropriate appropriate within our overall aims. under this heading, we think of it as applications from the Education mainly relating to the awarding of & Knowledge Committee to At our Charter celebration on 6 grants to charitable organisations commission cutting-edge research November, the Lord Mayor was or individuals connected or thought leadership papers. presented with £7,500 of donations to the City’s charities, thanks to the generosity of donors to the Trust. A big thank you to past and present Marketors None of this giving would be possible without the support of past and present members of the Company, most of whom give generously to the Trust, within the constraints of their personal circumstances. Most of this giving is through a monthly, quarterly or annual direct debit form (available from the Clerk’s office) although we also welcome one-off donations and bequests in Members’ wills. We sincerely thank all of you who The Trust helps charities, like Music Now support the Trust.

MARKETOR WINTER 2020/21 marketors.org 31 The latest information regarding all our events can be found on our website. Please visit www.marketors.org for details. Please follow us on Twitter (@marketors) and keep an eye on the website for changes or other information

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