Marketor Winter 2020/21

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.

Load more