ISSUE 79 MARKETOR SUMMER 2018
The CMO 2020 Business Lectures Rededication at St Bride’s Master’s trip to Cyprus
Installation at Goldsmiths’ Hall
marketors.org The Livery Company Magazine for Marketing Professionals The Master’s SUMMER 2018 ISSUE 79
The Livery Company Magazine Column for Marketing Professionals It is an enormous participation in the Interlivery Shoot, honour to be and my Master’s Trip to Cyprus. elected Master of We have admitted Freemen and the Worshipful clothed Liverymen at our Ceremonial Company of Contents Courts and our Liverymen have taken Marketors for part in the Shrieval Elections at 2018. I want to do Installations at Goldsmiths’ Hall 4 &RPPRQ+DOOZKHUHIRUWKHÀUVWWLPHLQ my best to give many years, there was a contested the Company an New Freemen 7 HOHFWLRQIRUWKHRIÀFHRIQRQ interesting and Aldermanic Sheriff. Indeed, some of our entertaining programme for this year, to Suite for Brass Quintet 8 members helped with the candidates’ help advance our chosen profession campaigns. This was a real chance to and the name and fame of the Rededication see City democracy in action. & Spring Luncheon 10 Company, but above all to be a good steward who hands over the Company 0\WKHPHIRUWKH\HDUUHÁHFWLQJP\ own background in information GDPR 14 to his successor in at least as good a state as he found it. technology is ‘The 2020 CMO’. How will the new technology change the Business Lectures 17, 18, 19 & 20 In this Spring/Summer edition of the practice and profession of Marketing? 0DUNHWRU\RXZLOOEHDEOHWRÀQGD How will the CMO’s role change as a record of the activities of the Company Master’s Trip to Cyprus 28 result? How should the CMO respond to from January to the beginning of July. the risks and opportunities thrown up by 13th Marketors’ Golf Day 35 We have held the Great Events, with the new technology? What strategies Installation at Goldsmiths’ Hall, our will make the most of opportunities Annual Rededication Service at St while minimising risks? Bride’s together with Spring Lunch at The rate of change is so rapid that Stationers’ Hall, and a very successful focusing on today is too late and even Livery Dinner at a new venue for the Regular Features the midterm future almost impossible to Marketors – the Charterhouse. predict. To get a clearer view, the focus Master’s Column 2 2XUVRFLDOHYHQWVLQWKHÀUVWKDOIRIWKH is on 2020, when today’s emerging year have included two City Walks, a technologies will have matured and Getting to know 32 tour of St Paul’s, a visit to the Ceremony the bleeding edge technology of of Beating Retreat in Whitehall, a very today will already be in general use by Book Shelf 33 successful Marketors’ Golf Day, early adopters.
Diary Planner 36
Who’s Who 36
Master’s Cyprus Trip - most of the party in the amphitheatre at Kurion
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Photography at the Installation Dinner by Ben Fisher
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Photography at the Rededication & Spring Luncheon Court Assistant Carole by Ian Tuttle Seawert and Alan Banister at Other photography courtesy of our members. Golf day winning team Goldsmiths’ Hall
2 marketors.org WORSHIPFUL COMPANY of MARKETORS Richard Christou Master
As we all know, the developments in technology and its incumbent culture, 0DUNHWRUWKHÀUVWIRXUEXVLQHVVOHFWXUHV information and communications we will not be able to communicate will also have been held, and you can technology (ICT) are having a effectively with our customers, and so read about them not only in this edition profound effect on societies and become irrelevant to them. RIWKH0DUNHWRUEXWDOVRLQP\ÀUVWIRXU cultures across the globe. Short of a In considering the threats and Master’s Blogs already posted on the global catastrophe, the rate of change opportunities facing the CMO now, I am 0DUNHWRUV·ZHEVLWH,QWKHÀQDOOHFWXUH will accelerate in ways that only the attempting, in a modest way, to in the series, How to survive as a CMO, more radical futurologists are H[DPLQHVRPHRIWKHQHDUWLPHLVVXHV on November 20, Roger Leek, former attempting to predict. they will have to deal with to operate Global HR Director Fujitsu Limited, will To take one simple example: the successfully in this rapidly changing be holding a workshop, focusing on the world. Perhaps the basic question is discussion on the digital divide. This characteristics, talents and training the started by looking at whether those – what sort of world would we like this to 2020 CMO needs to survive and living in poverty would be excluded be? Is it one based purely on prosper in the new world. from the digital economy by their technology that performs superbly with inability to buy a PC or connect to the less and less need for human The next event studying my theme will internet. But the advent of powerful and intervention or one where the new be the conference in Cambridge on cheap smart phones has made that technology is harnessed to sustain and September 7, hosted by the aspect of the discussion null and void. develop values that have held good in Cambridge Judge Business School, with the market place for thousands of years: The real question on the digital divide the participation of speakers from the quality, integrity and customer care. today is how we use technology. This is School (including Professor Jaideep a question of culture, which separates A number of distinguished speakers will Prahbu, Director of the Centre for India generations rather than social classes. focus on my theme at our Great Events, & Global Business) and from Fujitsu Ltd Children learn to access the digital at a series of business lectures, at a (including Duncan Tate, Senior Vice conference in Cambridge on world well before they are at school, 3UHVLGHQW0DLQ%RDUG'LUHFWRU 7KHÁ\HU and their use of ICT is intuitive. They September 7 and at our annual City has already been sent out and it would take technology and its capabilities for lecture on October 11. be good to see as many of you as granted – it is a natural part of their Sir Peter Gershon, chairman of the possible for what will prove a very ZRUOGHYHQPRUHVRWKDQWKHVRFDOOHG 1DWLRQDO*ULGSOFDQG6WHIDQ)DÀQVNL interesting day. Millennials, let alone those of us who Master of the Worshipful Company of were born before personal computers Information Technologists, spoke on the For me this has been a very busy and existed. theme at the Installation Dinner and very interesting six months. I hope that It is obvious that unless we, as the Spring Lunch respectively. By the you enjoy reading all about it in The Marketors, come to grips with the new time you receive this edition of the Marketor.
Laurie Milner, Lynda Milner, Chris Brooks, Court Assistant Annie Brooks, Mark Taylor, Deborah Newson
Court Assistant Roz Morris, Liverymen Past Master Andrew Marsden, Alderman Vincent Keaveny, Past Master Brian Scanlon with his wife Christine Hodder and Diane Morris Thelma and Liveryman Dennis Taylor
MARKETOR SUMMER 2018 marketors.org 3 2018 Installation Dinner Goldsmiths’ Hall hosted our Company in its splendid livery hall with its fabulous candelabrum throwing a gentle light of candles across the whole room. As we know, the Goldsmiths are one of the Twelve Great Livery Companies of the City of London. And DWWKHLUKDOORQ)RVWHU/DQHZHHQMR\HGRXUÀUVW*UHDW(YHQWRI,WLVLQIDFWWKHWKLUG building on this site – which was purchased by the Worshipful Company of Goldsmiths in 7KLVODWHVWOLYHU\KDOOKDVUHFHQWO\EHHQUHIXUELVKHGEXWLWZDVÀUVWRSHQHGLQ-XO\
Prior to the Installation Dinner, the 7KH,QVWDOODWLRQ'LQQHULVWKHÀUVWRI marking the 40th anniversary of the Ceremonial Court was held where the Great Events in our annual Court of Aldermen’s decision to Richard Christou was installed as calendar and it is where we PDNHWKH0DUNHWRUVDIXOO\ÁHGJHG Master by his predecessor, Susan acknowledge the past and look Livery Company that took place in Garland Worthington OBE. This forward to the future. Susan’s Master’s year. This project was followed by the investiture of The new installed Master, Richard was made possible by a legacy from Andrew Cross as Senior Warden, Christou captured this well in his Roy J Randolph, one of our early Lesley Wilson as Middle Warden speech to the company. Liverymen, managed by Past Master and John Farrell as Junior Warden. David Pearson and written by Paul Karl Weaver and Carole Seawert The Master paid tribute to our now Jagger (author of The City of London were installed as Court Assistants. immediate Past Master, Susan Freeman’s Guide). Richard Bernholt, Simon Carter, Giles Garland Worthington, and also to Cooper, Laura Giffard, Christine her Consort Brian who has so ably The Master introduced his theme Hodder, Gina McAdam and Philippa supported her throughout the year. ¶7KH&02·,WLVDUHÁHFWLRQRI Seal were admitted as Liverymen. +HKLJKOLJKWHGERWKWKHVZDQXSSLQJ on the Thames in July for the annual The Company was also delighted to VZDQXSSLQJDQGRXUGLQQHULQWKH admit Michael Bugsgang, David 14th Century Hall of the Guild of Elmer, Michael Gbadebo, Jeffrey Merchant Adventurers in York as two Halliwell, Charles Kelly, Dr Kenneth Le of the wide variety of events Susan 0HXQLHU)LW]KXJKDQG1LFROD oversaw in her year as Master. Wordsworth as Freemen. The Master also mentioned the Following the Ceremonial Court, we publication of a History of the DVVHPEOHGWRHQMR\SUHGLQQHUGULQNV Worshipful Company of Marketors,
4 marketors.org WORSHIPFUL COMPANY of MARKETORS The Master’s background in IT and his commitment to marketing. Sir Peter Gershon introduced this is his speech to the assembled company at dinner. We all know the impact of the new technology is rapidly changing how we practise our profession. The Master has planned a Master and Wardens at Goldsmiths’ Hall series of lectures (including the Marketors’ City Lecture), through guest speakers at Great Events and at a conference in Cambridge University at the Judge Business School in September. One of the special aspects of the evening was the performance of a musical composition specially written for the occasion by the Master’s Consort, Tasoulla. The Royal Marines Association Concert Band played this Suite for a Brass Quintet for us all to enjoy. You can read more about this piece on page 7. Once again, we enjoyed a convivial HYHQLQJRIIHOORZVKLSLQPDJQLÀFHQW and historic surroundings and of course, recognising that an evening like this is an important part of the traditions of the City of London Court at Goldsmiths’ Hall Livery.
0DJQLÀFHQW&DQGHODEUXPDW Goldsmiths’ with manually lit candles The Master, Wardens and the newly clothed Liverymen
MARKETOR SUMMER 2018 marketors.org 5 Welcome to our guests
,WIHOOWR6HQLRU:DUGHQ$QGUHZ&URVVWRZHOFRPHRXURIÀFLDOJXHVWV7KH\ZHUHWZR Aldermen, three visiting Masters from three other companies culminating in introducing our Principal Speaker, Sir Peter Gershon CBE FREng.
Firstly, Alderman Vincent Keaveny House with their two daughters and have worked together on many represents the Ward of Farringdon their dog Figaro – quite an occasions. There is no one better Within and nominated by the innovation at the time. suited to launching the Master’s Court of Aldermen for election theme of ‘The 2020 CMO’. Tessa is a Trustee of St John’s, Smith as Aldermanic Sheriff in June. Square, and was Chairman of The Sir Peter has had a distinguished Vincent is Upper Warden of the City of London Festival. She now career since graduating Woolmen’s Company, a Past Master chairs The Sheriffs’ and Recorder’s from Cambridge with a First in of the City of London Solicitors’ Fund at Old Bailey which helps Mathematics. Initially, he Company, and a Liveryman of UHKDELOLWDWHH[RIIHQGHUV6KHZDV joined International Computers the Spectacle Makers’ and the awarded an OBE in 2015. Lady Limited and worked in the computer Distillers’ Companies. He is a senior Brewer was accompanied by her industry for 17 years, before holding partner in DLA Piper’s Finance Clerk Hugh Lloyd. senior positions in the and Projects practice in London. telecommunications sector. Outside professional life, his main The Master of the Worshipful interests are music and the theatre. Company of Turners, Andrew Neill, In 1994 he was appointed to the He is a director of the contemporary joined the Company through board of GEC plc, with responsibility music ensemble, Exaudi, and of the patrimony in 1980 when his father for defence. He took a true Actors Touring Company. He is a was Master. Andrew’s Grandfather marketing approach, adopting the trustee of Sir John Soane’s Museum, was also Master and his two motto that ‘customers make and a member of the City Pickwick daughters are Freemen – an paydays’, and travelling the world to Club, which celebrates Dickens and impressive fourth generation in the understand his customers’ the original members of the Pickwick company. requirements. Club. After graduating from St John’s He joined the Civil Service in April Alderman Matthew Richardson Cambridge, Andrew joined Kleinwort DVWKHÀUVW&KLHI([HFXWLYHRI represents the Ward of Billingsgate Benson. Following spells at the WKH2IÀFHRI*RYHUQPHQW and is a Liveryman of the Wax Department of Health and the Commerce and led a major review Chandlers Company. When elected Treasury, he joined Investec, where RIHIÀFLHQF\DFURVVWKH8.SXEOLF in 2012, he became the youngest KHVSHFLDOLVHVLQIXQGLQJIRUORQJ sector. Alderman in more than 800 years. term power and infrastructure projects. In 2004, Sir Peter returned to the After graduating from Oxford, private sector. He is currently Matthew was called to the bar. He The Prime Warden of The Worshipful chairman of National Grid plc and practises at Henderson Chambers, in Company of Basket Makers, Stephen the Aircraft Carrier Alliance. the Temple, focusing on information Gee, is a true Londoner who was He was awarded a CBE for services technology and intellectual born and raised here. His business to industry in 2000 and knighted in SURSHUW\+HVHUYHGWKHÀUVWHYHU career was at Harrods Ltd where, 2004 for his work on public injunction via Twitter and recently after early training, he held various procurement. He is a Fellow of the SXEOLVKHGWKHÀUVWERRNWRWDFNOHWKH senior managerial positions. Stephen Royal Academy of Engineering and IDVWJURZLQJWRSLFRIF\EHUFULPHODZ has an avid interest in history, both of a Liveryman of the Worshipful and practice. the City of London and the UK. He is a member of the 20th Century Company of Information The Master of The Worshipful Society, the National Trust, the Technologists. Company of Musicians, Tessa, Lady National Art Fund and the Wallace And lastly, we were also delighted to Brewer CBE, is originally from South Collection and is a Friend of the have personal guests of members of Africa. She lived in San Francisco Royal Academy. Stephen was the Company: David Johnson and Barcelona before coming to live accompanied by his Clerk, Fiona (Master Management Consultant), and work in London. Janczur. accompanied by his consort Dr Mary When her husband, David, became At this dinner, our distinguished guest Linington, and Martin Payne Lord Mayor in 2005, Tessa took on the speaker was Sir Peter Gershon. Sir (Immediate Past Master ZLGHUDQJLQJFLYLFGXWLHVRI/DG\ Peter and our Master have known Coachmaker), accompanied by his Mayoress. They moved into Mansion each other for over 30 years and wife Peta.
6 marketors.org WORSHIPFUL COMPANY of MARKETORS New Freemen
Michael Bugsgang David Elmer Michael Gbadebo Mike has spent over 30 years in David worked for Unilever in the UK Michael has spent 25 plus years in travel, tourism and leisure marketing. for 20 years in Marketing and was digital marketing and information A Fellow of the Tourism Society, he is responsible, among other things, for technology, working with also a Fellow of the Institute of Travel developing Magnum Ice Cream. He organisations around the world. He and Tourism and a Fellow of the has just returned home to England, has been running his own digital Chartered Institute of Marketing (Past having spent the last 20 years marketing/web development Chairman of its Travel Industry leading the Latin American business agency and IT consultancy/support Group). He held senior marketing of Del Monte Foods. He still likes to companies for 13 years and retains positions at the London Tourist Board, say “Yes” and is currently developing an interest in politics and motorsport. Ladbroke and Hilton International a portfolio of Non Executive Director Hotels before starting his own and consulting roles. His interests communications consultancy include wine, tennis, and underwater business. Mike enjoys reading, photography. swimming and football (spectating!)
Dr Kenneth Le Meunier-Fitzhugh Ken has spent 35 years in sales and marketing, working for Thorn/EMI and Charles Kelly Yamaha, starting as an Export Sales -HIIUH\+DOOLZHOO Charles Kelly has enjoyed a long and Representative and rising to Jeff’s background is in marketing and successful career in marketing, Divisional Head. For the last 12 years he has been working in academia, FRPPHUFLDOUROHVZLWKEOXHFKLS leading several international companies such as Mars and Colgate, EXVLQHVVHVDQGVWDUWXSYHQWXUHVDW teaching sales and marketing, and is followed by CEO / MD positions with director and CEO level. He is a serving currently at the University of East major food businesses such as Fox’s Councillor and past mayor and has Anglia. He has published on Biscuits/ Northern Foods, First Milk, and written two books and thousands of Marketing and Sales with Oxford Bernard Matthews. He now has a articles and blogs. Charles’s interests University Press. Chair and a Non Executive Director include writing, travel, politics and Nicola Wordsworth portfolio in both private (Cafedirect, supporting charities such as his local Natures Menu, Airport Coordination Rotary Club. Nicola has spent over 25 years in Ltd) and public sector (Transport branding and marketing, managing/ Focus) organisations. He also chairs owning agencies. She is now a brand independent Consumer Challenge consultant working within the food Boards established by the relevant retail sector and, at the opposite end regulator to scrutinise the consumer of the scale, placemaking/ engagement of Heathrow Airport Ltd, ZD\ÀQGLQJIRUWKHEXLOWHQYLURQPHQW and Anglian Water. Jeff is a Governor She works with the likes of the British of the University of Northampton, and Library, City of London, Wedgwood a former board member of the Food and Kellogg’s, and sits as a judge on Standards Agency. the prestigious Quality Food Awards.
MARKETOR SUMMER 2018 marketors.org 7 Tasoulla Christou Suite for Brass Quintet Master’s Consort Tasoulla Christou is a composer and, as many of you will know, wife of our Master, Richard Christou. At his installation the brass quintet played a special composition created for the occasion. In this short article Tasoulla gives the background to the composition.
When I was asked by my husband, used in the Classical Suite combining Richard Christou, to compose a them with my own ideas and piece for his Installation Dinner as bringing it more into line with the 21st Master of the Worshipful Company of century. None of the movements are Marketors I thought a Suite for Brass meant as a dance but they bear Quintet would be appropriate. He titles used in the Classical Suite and likes brass instruments and, from they are in contrasting tempos in medieval times, Suites were keeping with the tradition. They are: traditionally associated with festivities and celebrations. Fanfare A composition is called a suite when A fanfare is traditionally a rhythmic it includes two or three contrasting piece but at the same time driven by pieces. When we refer to a suite we harmonic interest. It sounds well on generally have in mind the Classical the trumpets which are very agile 6XLWHDURXQGRUWKH instruments with a very penetrating Modern Suite of the 19th and 20th sound. It is used at the beginning of centuries. Before the Classical Suite a piece to attract attention and to this type of composition was made keep the audience silent. I have kept Courante up of two dances: one slow and one these characteristics in my Fanfare. There are two kinds of Courante fast to give variety. During the time – the French and the Italian. In my of Bach and Handel there were Allemande Suite, the Courante has more usually four contrasting movements In the Allemande I have kept some similarities with the Italian Courante RIVORZIDVWVORZIDVW7KH\ZHUHQR of the characteristics of the Classical of the Classical Suite. It is quick and longer used for dancing and Suite. Thus, it is on moderate 4/4 in running and it is in triple time 3/4. It different types of movements were time, starts in anacrusis on the last also starts on the last quarter of the introduced. VHPLTXDYHURIWKHÀUVWEDUFRQWDLQV beat in an Anacrusis. 0\6XLWHKDVÀYHPRYHPHQWV,KDYH some counterpoint and uses Sarabande kept some of the characteristics semiquaver movement. The Sarabande is traditionally a slow movement. In my version it begins in the Classical Suite tradition on the ÀUVWEHDWRIWKHEDUDQGXVHVWKH rhythmic feature of the classical Sarabande by halting on the second beat, usually at cadences, making what is called a feminine ending. Gigue As in the case of the Courante the Gigue is also traditionally of two kinds; the French and the Italian. The French is a lively piece of three beats while the Italian as in the case of the courante is a fast piece. I have drawn more from the French classical Gigue, with its rhythmic feature of the long followed by the short beats and also its lively tempo, without the use of counterpoint.
8 marketors.org WORSHIPFUL COMPANY of MARKETORS Behind the scenes
Mary Peterkin at the cathedral Liveryman
It was a dark and damp Friday afternoon in early March when 15 of us gathered inside St 3DXO·V&DWKHGUDOWREHZDUPO\ZHOFRPHGE\-LOO)LQFKRXUWRXUJXLGH
Jill began by giving us externally and constructed in order to view Wren’s Great Model, some insight into the history a ‘false’ wall on the outside the 1:25 scale model based on an of St Paul’s. Wren’s to hide them and so early design for the cathedral in the FDWKHGUDOLVWKHÀIWKRQWKH preserve the clean lines of shape of a Greek cross. site. There has been a the cathedral. The last stop on our tour was the church here since 604 and We were also able to geometric spiral staircase made it was the fourth cathedral which was destroyed in the DSSUHFLDWHÀUVWKDQGWKH IDPRXVWKURXJKPDQ\ÀOPVRYHUWKH stunning mosaics on the years including Harry Potter and Great Fire of London in ceilings, added in Victorian more recently Paddington 2. 1666. times; the ‘stone library’ a Having ended the tour, we made our Although not an experienced display of stones dating from the way back down for Evensong, where architect at that point, Wren was earlier cathedrals and the bust of we were shown to our seats in the appointed to design the current George Cruikshank, artist and Quire. As members of the Worshipful cathedral which took 35 years to Dickens illustrator, whose remains are Company of Marketors, we were EXLOG,WZDVWKHÀUVWFDWKHGUDOLQWKH buried in the crypt. welcomed by the Minister before FRXQWU\WREHEXLOWVSHFLÀFDOO\IRUWKH We then proceeded to the library, enjoying a beautiful choral Anglican faith. where we learned about this year’s evensong, sung entirely without It was in World War II that St Paul’s plan to remove the 20,000 plus accompaniment. Cathedral took on the iconic status volumes of books and pamphlets to Last but not least, our evening was we know today. It was Herbert enable a programme of works to rounded off by a very convivial Mason’s ‘St Paul’s Survives’ photo clean and conserve the ‘fabric’ of supper at the nearby Coppa Club. taken during the Blitz in December WKLVPDJQLÀFHQWURRP 1940 which captured people’s hearts As we crossed to and has made the cathedral the the other side of special place it is today. the Triforium, we We started our tour by climbing 140 VWRSSHGEULHÁ\ plus steps until we reached a locked on the bridge to door. This door led us into the admire the great Triforium, the narrow gallery which view of the runs around the inside the cathedral, nave, a familiar hidden from view. The Triforium gave sight to many, as us our ‘behind the scenes’ tour and this is where proved to be quite a treasure trove. cameras are located when 2QHRIWKHÀUVWIHDWXUHVWREH televising special SRLQWHGRXWWRXVZHUHWKHÁ\LQJ occasions. buttresses. While these were an essential part of the building, Wren We then entered had not wanted them to be visible the Trophy Room
MARKETOR SUMMER 2018 marketors.org 9 Sunshine for our Rededication and
Lesley Wilson Spring Luncheon Middle Warden We couldn’t have had better venues for what turned out to be a beautiful April day. Stationers’ Hall and the beautiful inner sanctum gardens were the perfect backdrop to this year’s Spring Luncheon on an unexpectedly scorching hot April 19. St. Bride’s was bathed in sunlight, and the choral voices of their choir lifted us up in that serene space. A perfect conjoining of place and time to celebrate, give thanks, rededicate and commit to WKHYDOXHVRIOLYHU\OLIHDQGUHÁHFWRQWKHMRXUQH\IURPWKHGD\VRIRXUIRXQGLQJIDWKHUVWR present day life.
and Alfred Gooding MBE was also peace and a spiritual haven in the noted with sadness. heart of the city. A place of Christian worship for 1500 years, the church is The Master’s bidding and the open to all peoples of all faiths and Chaplain’s address reminded us of none. our obligations to our livery, our wider community, and the world at large. This year’s service also included an Anthem (Psalm 150 – Praise Ye the We followed the formal and Lord), composed by the Master’s traditional order of processing, Consort, Tasoulla Christou, and Master and Consort at Spring Lunch starting with our banner bearer, then dedicated to the Marketors. It was Court Assistants, followed by the given a splendid performance (a This year the service had a special Beadle, then our Clerk, Past Masters, feel. In part we looked to the past, world premiere) by the choir of St :DUGHQVDQGÀQDOO\WKH0DVWHUDQG Bride’s accompanied by organ and honouring members who died in the the Chaplain. last year, and in part we looked to trumpet. As a gift from Tasoulla to the the future rededicating ourselves to St Bride’s, Fleet Street is a warm and Company, it is available for both the our profession and our Company. In welcoming Christian community, Company and St Bride’s to perform this last year we lost Sir Paul Judge, and one of the most famous and in future whenever they wish. Sheriff, Alderman and, of course, fascinating historic churches in After our speeches, prayers and Past Master of our Company. During Central London. St Bride’s is known hymns, a lively congregation our service, our Honorary Chaplain, worldwide as the Journalists’ Church, processed along Fleet St and up Reverend Canon Dr Alison Joyce, offering a spiritual home to all who Ludgate Hill to the scene of Part Two unveiled a plaque to commemorate work in the media. However, the – our Spring Lunch. his memory, assisted by the Master ministry extends to everyone who and Alderman Nick Lyons (Sir Paul’s lives and works within the parish, and Tradition says that Stationers had a successor as Alderman of Tower to the thousands of visitors who hall in Milk Street, but nothing is Ward). The passing of Liverymen Rob come every year. It’s a beautiful known about it. By about 1554 they Farley, Tom Attwood, Arthur Naisbitt, Wren church providing a place of had bought Peter’s College, which
Our Honorary Chaplain, the Master and Ald Lyons at the unveiling of the plaque Past Masters in the congregation
10 marketors.org WORSHIPFUL COMPANY of MARKETORS had belonged to St Paul’s. It stood immediately to the east of the Deanery at the point where Ludgate Hill opened into the churchyard on the south side. By the end of the 16th century, however, it was found to be too small for the expanding company and in 1606 the Stationers purchased Abergavenny House on the site of the present hall for £3,500. The cost of upkeep was heavy and in 1656, for example, the rights in Foxe’s Book of Martyrs were sold to Junior Warden, Middle Warden, Master’s Consort, Master, Senior Warden raise funds for urgent repairs. By 1664 WKHKDOOZDVXQÀWIRUXVH:KLOHWKH Great Fire of London was a tragedy, it proved a step forward for the Woodville, being shown a proof by implications of emerging Stationers’ Company. William Caxton. At the south end technologies. He is a Fellow of the there is a carved screen, surmounted Institute of Directors and the British During the early days of September by a Minstrels’ Gallery. Computer Society, a Chartered 1666 the Great Fire destroyed the Information Technology Professional, However, it was hard to persuade major part of the City and Chartered Engineer and Chartered Marketors and guests to leave the Abergavenny House was burned to Scientist. Stefan laid out his views on sun and Cava in the garden! This the ground; all the rest of the GDPR, due to come into force on beautiful paved and landscaped Company’s property was lost within May 25, highlighting the opportunity 36 hours. During the 18 months hidden gem is a private and for businesses to demonstrate following the Great Fire little progress secluded space dominated by an greater trust with their customers was made but, gradually, steps were enormous plane tree which marks through the importance of taken to build the present Hall, with the spot where it is alleged heretical protecting and respecting data. The work beginning in 1670. Alterations books, condemned by the recent Cambridge Analytica and improvements were made over ecclesiastical authorities, were headlines have made this an even the next 200 years, until we see the burned in Tudor times. It’s connected more pertinent subject and Hall today which is one of the most by a decorative wrought iron important process for companies to beautiful in London in spite of serious staircase to the Court Room and on follow – and Stefan laid out the case damage caused by enemy action in to the Livery Hall. for competitive advantage if brands 1940. The Court Room was partially Tearing ourselves away from the blue grasp the opportunity to engage destroyed but was restored by 1957, VNLHVDQGOXVKVXUURXQGLQJVDQGÀQDOO\ better with their customers. and the ceiling of the Livery Hall had seated in the Hall, we were treated to WREHUHHUHFWHGWRDGHVLJQRI Senior Warden, Andrew Cross, the conventional slow City clap for introduced our speaker, and Today the Hall boasts gleaming oak the Master and principal speaker, welcomed the Company’s guests. ÁRRULQJDQGFDUYHGRDNSDQHOOLQJ,W followed by grace from our Chaplain, The Master thanked Stefan. Middle has huge stained glass windows and then into a springtime menu, and Junior Wardens gave the which give this room an impressive starting with London Smoked Salmon, customary toasts to the Royal Family, ambience. They depict William IROORZHGE\5RDVW4XDLODQGÀQLVKLQJ the Lord Mayor and the City. The Shakespeare, William Caxton, St. with Rose Poached Peach Salad with Beadle ensured this all happened Cecelia, William Tynedale and Cardamom Frozen Yoghurt. VHDPOHVVO\7KHZLQHZDVÀQLVKHG Archbishop Cranmer. The larger Accompanying wines were a and the plates cleared. Thank you to north window purports to display *DODVVLD*DUJDQHJD3LQRW*ULJLRDQG our Clerk and Clerk’s Assistant for all Edward IV and his Queen, Elizabeth a Fleurie Jean Pierrelarge Beaujolais. the planning and organisation. This year Dr As we lingered in the Hall after lunch 6WHIDQ)DÀQVNL to mingle with friends and new Master DFTXDLQWDQFHVDOLNHZHÀQDOO\EDGH Information our farewells and exited back into Technologist, was the sunshine, feeling both thankful invited to speak. and replete. Stefan spent the ÀUVW\HDUVRIKLV career in the IT industry before turning to law. He studied at St. John’s Cambridge and his PhD thesis concerned the Spring Lunch at Stationers’ Hall Plaque in memory of Sir Paul Judge social and legal
MARKETOR SUMMER 2018 marketors.org 11 The Shrieval Elections
Lesley Wilson -XQH Middle Warden
At Common Hall this year, it was a hotly contested shrieval Beating Retreat election. Liverymen were invited to play their part and vote IRUWKHFDQGLGDWHVWKH\ZLVKWRVHHWDNHRIÀFHLQ at Horse Guards 7KHUHDUHQRZRIÀFLDOO\WZRQHZVKHULIIVLQWRZQZLWK Alderman Vincent Keaveny and Liz Green winning the City’s Jo Crighton VKULHYDOHOHFWLRQVDW&RPPRQ+DOORQ0RQGD\-XQH Companion The City’s liverymen turned out at strong candidates. Each presented Guildhall in their droves, including a WKHLUVNLOOVDQGFDSDELOLWLHVIRURIÀFH On Wednesday May 30, we gathered strong contingent of Marketors Richard majored on his international under cloudy skies to watch a exercising their ancient rights to vote. business and governmental spectacular performance by the Farringdon Within Alderman Vincent experience. Liz Green emphasised massed bands of Her Majesty’s Royal Keaveny stood unopposed for her marketing and PR credentials, Marines. Fortunately, the rain held off Aldermanic Sheriff, which is and Gwen highlighted her promotion at Horse Guards and we were customary for a role considered to of diversity and inclusivity. All treated to a splendid display and EHWKH¶/RUG0D\RULQZDLWLQJ·+H candidates have strong Livery some excellent band music. was selected for the Court of backgrounds, charitable and business 2QHRIWKHÀUVWUHIHUHQFHVWRWKH Aldermen’s nomination back in May experience, and the audience were custom of Retreat is in the “Rules and 2017 and will take over from current undoubtedly impressed by the range Ordynaunces for the Warre” dated Aldermanic Sheriff Tim Hailes from and quality of capabilities 1544. Half an hour before the gates September. Liz Green attracted demonstrated on the day. were to be shut, generally at the more votes than both Richard Fleck Following the voting, 15 Marketors setting of the sun, the Drummers of DQG*ZHQ5K\VIRUWKHQRQ and guests (including the Master the Port Guard went to the ramparts Aldermanic Sheriff position, currently who had earlier processed into the and drummed a warning (or occupied by Neil Redcliffe. Common Hall as the representative retreat) to those outside, that the )RUWKHÀUVWWLPHFRORXUHGFDUGV of our Company) lunched together gates were to be shut. The original LQWKH*XLOGKDOOVRPHFHOHEUDWLQJ call of Retreat was beaten by drums were introduced (rather than the customary show of hands) to ensure and some commiserating on how DORQHODWHUDXJPHQWHGE\ÀIHUVDQG their preferred candidate fared. eventually buglers. I was in awe of an accurate count of votes in what was anticipated to be a closely run Liveryman Trevor Brignall brought WKHDELOLW\RIÀYHLQGLYLGXDOEDQGVWR both new Sheriffs to the Marketor election. come together as one mass, play table for a brief hello and thank you, their musical instruments and not just The packed Guildhall listened to the and both were warmly applauded march in step but form intricate ¶IRXUPLQXWHVSHHFKHV·IURPIRXU on their success by Marketors. patterns including a Union Flag. It was inspiring to witness the precision marching. Is slow marching harder than ordinary/fast marching? We were able to see every detail, especially of the incredible drumming, thanks to the roving cameramen whose efforts were displayed on huge screens. The ÀQDOHLQFOXGHGWKH(YHQLQJ+\PQ and Sunset followed by Rule Britannia with which the audience were encouraged to join in so that “our neighbours at the end of the Mall” could hear (although I am not sure if the sound carried that far the Royal family would have enjoyed our efforts). Afterwards most of us HQMR\HGDQRQWUHQG´ERZOIRRGµ supper at the Farmers’ Club. My thanks to Steven Rowe and all involved in arranging such an l/r Master Chartered Architect, Master Tin Plate Maker, Master Chartered Secretary enjoyable evening. & Master Marketor
12 marketors.org WORSHIPFUL COMPANY of MARKETORS This year was a slightly different affair for our new traditional Liverymen-only event at the half-year point in the Company’s affairs. We were delighted to receive the news that Past Master Geoffrey Naylor and family members were on a special trip to the UK from New Zealand, timed especially so that they could all join us for the event. This prompted a change to tradition, resulting History and fellowship in the event being opened up to guests, with a focus on Lesley Wilson fellowship and the renewal of at the livery dinner Middle Warden long-standing friendships.
Also different on June 14 was our There are three key elements to the Companies. Murray plays a key role venue. New to many of the guests, project: a new museum, which tells in the administration of the City of the Charterhouse is set at the edge the story of the Charterhouse from London Corporation’s ceremonial RI6PLWKÀHOG,WKDVVHUYHGDVD the Black Death to the present day; and business life and is best known to monastery, private mansion, boys’ a Learning Room and Learning many Marketors as the person who school and almshouse. The Programme so that school groups conducts their Freedom of the City Charterhouse’s history really began can discover how the Charterhouse of London ceremony. Obtaining as a Carthusian priory, founded in has been home to everyone from Freedom of the City is something we 1371 and dissolved in 1537. In 1558, monks and monarchs to schoolboys encourage all Freemen of the Queen Elizabeth I used the and Brothers; and a newly &RPSDQ\WRGRDVWKLVLVWKHÀUVW Charterhouse during preparations for landscaped Charterhouse Square step on the road to full livery status. her coronation and held Court in the open to the public so that more From there, we stepped into evening Great Chamber. In 1611 it became people can enjoy the green sunshine in the courtyard gardens, a an almshouse and school endowed surroundings. truly beautiful inner sanctum. The by Thomas Sutton. The school moved Charterhouse gardens have been out in 1872 to Godalming. The Our evening began with a private designed in an English country almshouse still occupies the site tour. We were looked after by one of garden style featuring roses, today, operating under the name of the Brothers who not only to told us herbaceous borders, ancient the Charterhouse. The residents, about the venue and its history, but mulberry trees and a small pond. both male and female, are known as also gave us a glimpse of the daily Various garden herbs found here are ‘Brothers’. This is a purely traditional life of the Brothers as residents of this still used in the kitchen today. term for those living in this community historic site. and acknowledges the past when Following our tour, we assembled in $QGÀQDOO\WRGLQQHULQWKH*UHDW there was the monastery on the site. the Old Library. With scars from the Chamber. Queen Elizabeth and James I both held court in this $VLGHIURPLWVKLVWRULFDOVLJQLÀFDQFH Blitz, the Old Library highlights the incredible chamber. We had 64 the Charterhouse also boasts a rare history of the Charterhouse. Portraits Liverymen and guests. Past Master collection of paintings and drawings, of Archbishops and Bishops of The Revd Sally Muggeridge gave as well as topographical prints, London dating back to the 18th grace before we tucked into historic silver, social history items, century line the walls and lend a smoked salmon on blinis, cannon of historic furniture and original WUDQTXLODQGGLJQLÀHGDPELHQFHIRU lamb with rosemary jus, and an ‘Eton postcards and photographs. There is any occasion. Our speaker, the Mess style’ dessert with a crumble also a substantial library collection irrepressible Murray Craig, Clerk of topping. comprising the Thackeray Collection, the Chamberlain’s Court, regaled us rare books and religious books, with tales of the livery world, its The Master led a succession of toasts biographies of Thomas Sutton, books RULJLQVVLJQLÀFDQFHDQG to the Queen, the Royal Family, the and guidebooks relating to the site development over the centuries, not Lord Mayor and the City of London and Charterhouse School, and forgetting to include some of his Corporation. After our informal original ephemera and magazines. misadventures while travelling on the evening, many lingered in the hall to In partnership with the Museum of train. He is one of the City’s foremost mix and mingle over the drinks London, the Charterhouse has experts on all aspects of the before heading home from a still opened up the site to the public. Corporation and the City Livery warm and balmy London.
MARKETOR SUMMER 2018 marketors.org 13 Richard Christou GDPR Master Now that May 25 has come and gone, I felt that some consideration of the practical aspects of the implementation of GDPR, with which we are all struggling as marketing SURIHVVLRQDOVGRHVÀWLQZLWKP\WKHPHRI7KH&02 1. BASIC PRINCIPLES ,03/(0(17$7,21210$< Amazon. Registered customers have Lawful Processing The pressing problem was, and an account with Amazon, and clearly still is, that of dealing with the Amazon processes the data it In essence, the GDPR is based on the implementation of GDPR to cover REWDLQVIURPWKRVHFXVWRPHUVWRIXOÀO grounds upon which a data personal data held on May 25 2018. I the orders they place with it and also controller can rely to ensure that have attempted to make a short to send them information about processing of personal data is lawful. survey of the way in which businesses other products that might be of These are: are trying to deal with the situation. interest. In addition, all customers have direct access to the (a) the data subject has given A. The Privacy Policy information that Amazon holds consent; 7KHÀUVWVWHSLVWRSURGXFHDSULYDF\ about them, such as past orders. (b) processing is necessary for the policy, taking account of all the Communicating the privacy policy performance of a contract to which content prescribed by the GDPR. This to the customer the data subject is party or in order is clearly a job for an expert, and, to take steps at the request of the however much one tries to make this In such cases all that is really data subject prior to entering into a XVHUIULHQGO\LWLVOLNHO\WREHTXLWHD necessary is to make sure a contract; long document and quite a stiff compliant privacy policy is available read. One wonders just how many on the controller’s website, with a (c) processing is necessary for data subjects will actually read these notice on the site drawing attention compliance with a legal obligation documents. to its existence. Where the controller or to protect the vital interests of the does not deal with the data subject data subject or of another natural B. Nature of the Controller’s through electronic communications, person; Relationship with Data Subjects it will be necessary to send a hard (d) processing is necessary for the As marketers the two relationships copy by post with a covering letter. performance of a task carried out in that are of the most interest are those with a data subject who is an The role of the marketing professional the public interest or in the exercise existing customer and those with a RIRIÀFLDODXWKRULW\YHVWHGLQWKH It is here that the marketer has the data subject who is a prospective controller; chance to intervene in the process, customer, merely on the circulation WRSURYLGHDXVHUIULHQGO\VXPPDU\RI (e) processing is necessary for the list for information about the the privacy policy and to convince purposes of the legitimate interests controller’s products and services the data subjects that their personal pursued by the controller or by a without the existence of any business data is in the safe hands of a third party. relationship. conscientious controller. Many of the Guides to the GDPR C. Current Customers communications I have received The legislation is extremely complex Grounds for lawful processing make a very good job of this task. This is really the best opportunity to DQGGLIÀFXOWWRXQGHUVWDQG(YHQWKRVH The most likely basis for lawful put the legalities to one side and who would regard themselves as processing is performance of a experts on the subject are frequently concentrate on the essence of the contract or of the preliminaries message: QRWDVGHÀQLWLYHDVRQHPLJKWZLVK7KLV necessary to enter into a contract. has led to a great many guides to the The controller can also rely on the “We care about you and your data. We GDPR, from many different sources, legitimate interest ground to process will keep it private and store it securely. attempting to explain this detail in information about the data subject’s We will not misuse your data. We want simple language, and many giving past dealings with the controller so to make use of it to provide you with a FRQÁLFWLQJDGYLFH1HYHUWKHOHVVQR as to provide him or her with better and more targeted service, and to JXLGHFDQEHUHJDUGHGDVGHÀQLWLYH information about other products KHOSXVUXQRXUEXVLQHVVPRUHHIÀFLHQWO\ In the end, the interpretation of the and services which might be of This is not just a routine compliance legislation is a matter for the Courts. interest. A simple example here is project imposed by bureaucrats.” 14 marketors.org WORSHIPFUL COMPANY of MARKETORS When is a customer “current”? processing lawful if the data subject’s Cases of uncertainty The real problem is deciding whether personal consent has been obtained. Controllers who are uncertain of their It takes the form of sending the data or not a particular customer is position and hesitant to rely on the subject a communication referring to “current”. Where the customer other grounds for lawful processing the privacy policy (which can be obtains goods or services from time are still sending out requests for attached or found on a website) and to time, how long a period of consent along with their privacy then asking the data subject to send inactivity will require the controller to policies, even when they really have back either a written form or an email take data subjects off the list of no need to do so. However, it is true consenting to the processing of his or current customers, treat them simply that the other grounds for lawful her personal data in most cases for as recipients of general marketing processing tend to be narrower than the purpose of communications information and therefore be the position that can be obtained by giving information about the obliged to seek their consent to asking for consent. supplier’s products and services. continue communication with them? 4. DATA PROCESSING AND One Example This can only be a subjective ARTIFICIAL INTELLIGENCE decision. In my own case, for A typical message I received was Where it is not possible to identify a instance I arranged a holiday in early the following: natural person from the data 2015 using two service providers. I We have been sending you topical collected, it will not qualify as have not used either of them since. updates and event invitations and personal data and the GDPR will not apply. However, where the data to Company A sent me the following would love to continue to do so. We be analysed does (or may) qualify as communication: want to make sure that we only stay in touch with you if you want us to. personal data seeking consent is not As it may have been a while since going to be practical. In this case we last contacted you, we have 7RFRQÀUP\RXVWLOOZDQWWRKHDU organisations are relying on the removed you from our future mailing from us please click on the box below. legitimate interest ground. If you do not click the box below, lists. Want to receive marketing One very large organisation where I we will not be able to continue communications from XYZ in the am a regular customer described this sending you such messages. future? Please click on the link MARKETOR SUMMER 2018 marketors.org 15 Hayley Goff INSIGHT: How can PR support sales? &KLHI2SHUDWLQJ2IÀFHU:KLWHRDNV For a number of years now, Whiteoaks has supported the PR efforts of our Company. Recently, they ran a Twitter chat on PR. This is an interesting and useful way to gain insight into aspects of marketing, and in this case, PR. Hayley Goff from Whiteoaks shares these here. There’s little doubt of the synergy Which PR materials should sales be towards the same business between PR, sales and marketing. using to help generate leads and objectives and approaching the 7KLVUHODWLRQVKLS\LHOGVVLJQLÀFDQW build relationships? same target audiences with EHQHÀWVIRUWKHRUJDQLVDWLRQDQGWR PR coverage aids business consistent messaging. Sales will get the most out of it we should development, increases favourable provide critical insight into prospect focus on ensuring it’s productive, visibility with audiences, builds priorities, challenges and areas of achieves the required outcomes and credibility and helps highlight that a interest, which allows marketing to that everyone involved is aligned company understands the market it be much more targeted. Marketing with these objectives. But just how far operates in. Coverage gives you will then arm sales with compelling does this synergy extend? exposure, yet the real value lies in how assets which create credibility and In a recent Twitter chat, we explored you use it! Sharing coverage directly generates positive perceptions. the power of PR, and how it reaches with prospects and customers, utilising Do you feel that sales should be beyond marketing and into independent quotes from press, using active on social media in this day supporting sales efforts. Here are VWDQGRXWFXVWRPHUVWRULHVLQSLWFKHV and age? some key insights from our Q&A: and proposals and amplifying results Absolutely, social media should be What type of PR content resonates across social media will impact used by sales teams to engage and best with a sales department? perceptions. LQÁXHQFHSURVSHFWVWRJHQHUDWHQHZ Content which educates and helps How important is it for a B2B marketer business. Professionals who use social customers and prospects, not sells to to work closely with sales to ensure selling techniques will increase their them. By providing audiences with you’re all working towards the same sales pipeline, improve engagement valuable information (for free), it will OHDGJHQJRDO" with customers and will be more build trust supporting the sales process. Vital – marketing and sales need to motivated. Articles, blogs, guides and white work closely together. The best results To take a look at the full Twitter chat, papers are all great tools to do this. I see is when both teams are working search #WOinsights on Twitter. Jim Surguy I can make you famous Past Master The old sales patter always used to be: “Do you want to be rich – do you really want to be rich?” Sorry I can’t help here and anyway such pitches are usually and quickly seen through as being hollow. Today of course HYHU\RQHZDQWVLIQRWWREHULFKWKHQWREHIDPRXV$QGWKLV,FDQGRIRU\RX This is all thanks to the wonder of people who ‘follow’, ‘like’ or ‘friend’ more than 200,000 customers social media. Now a lot of people you. And you do this like so many including reality TV stars, professional think social media is all about RWKHU,QÁXHQFHUV%HFDXVHVRFLDO athletes, comedians, TED speakers, communication and indeed this is PHGLDLQÁXHQFHWUDQVODWHVLQWR and models. Sometimes it’s the PR true. But it’s actually more about fame... So then, how many followers companies who do the buying on making connections: having a lot of would you like? How many to really behalf of clients. This scenario, as followers, a lot of ‘likes’, being an put you on the map – 100,000; Donald Trump might say, is an LQÁXHQFHU,I\RXFDQUHDFKWKHVWDWXV 250,000; 750,000? More? alternative reality. RIEHLQJDQLQÁXHQFHUEHFDXVHDORW So, here’s the trick. You go on to a The issue is greater than simple of people follow you, then you website like followersgain.co.uk or deception. Not all your new followers become famous. Models, vloggers, GHYXPLFRPEX\WZLWWHUIROORZHUVRU are actually real people. A great 79VWDUVÀWQHVVJXUXVFKHIVHDUQ VPPSRLQWFRPEX\WZLWWHUIROORZHUV many of them of course are simply fortunes through sponsorship. Yes, the URL gives the game away. A bots pretending to be people. But a Because brands want to connect large number of people are at this ORWRIWKHPDUHULSRIIVRIUHDOSHRSOH WKURXJKWKHVHLQÁXHQFHUVDQGDUH game – it’s cheap to do, if you have The fraudsters simply latch on to, say, prepared to pay to do so. The bigger a mind to do so. You can acquire a a Twitter user and use their name, your following on social media then huge following on almost any SLFWXUHDQGSURÀOHGHWDLOVEXWVXEWO\ the more important you are. platform by simply buying it. If you DOWHUWKHLUHPDLODGGUHVV,W·VLGHQWLW\ You know all this already, of course. want followers on Instagram try theft and the false identities can be But I’m now going to explain to you socialenvy.com or DIYLikes.com. Sites used and used and used again. In how you too can elevate yourself into such as these sell followers and November Facebook admitted that the big league; become a person of retweets to anyone who wants to up to 60 million fake, or automated, VWDWXVDQGLQÁXHQFH 16 marketors.org WORSHIPFUL COMPANY of MARKETORS BUSINESS LECTURE ONE: Richard Christou 7KHSRVVLELOLWLHVDUHLQÀQLWH²RUDUHWKH\" Master 7KHÀUVWEXVLQHVVOHFWXUHLQWKLV\HDU·VVHULHVZDVJLYHQE\0DUF6LOYHVWHU The new developments in ICT each of which can add value when Cloud computing – all this Marc set the scene for the series with a combined to create the system accumulated data needs secure survey of what we can expect from delivering the required solution. For storage and vastly increased the new developments in Information instance, Uber combines its key driver processing power to make sense of it. management and scheduling system and Communications Technology Cloud computing (cheap and with a GPS application to track its (ICT). maintenance free, relying on huge vehicles and a payment application 0DUFLVXQLTXHO\TXDOLÀHGWRORRN to collect revenues, but Uber can WKLUGSDUW\GDWDFHQWUHV LVWKHDQVZHU ahead and predict developing trends easily replace either application if a Willingness to share through in ICT. He spent 24 years as SVP and better one emerges. technology – creating new solutions *OREDO&KLHI7HFKQRORJ\2IÀFHU &72 by using existing organisations that at Fujitsu Limited, and four years as VP Although the systems used to deliver the new solutions can be made up of & GM Offerings Management for already do it best; e.g. using LinkedIn applications that are already Computer Science Corporation. He still rather than creating a new directory, available and coming into the retains a very strong connection with or PayPal rather than creating a organisation in 2018/19, they are often the CTO community in the UK, US, bespoke payment system. not fully understood by the leadership Japan and Europe. He founded Silxo team. Nevertheless, they are still $UWLÀFLDOLQWHOOLJHQFH²XVLQJWKHSRZHU Ltd in 2014 to provide consultancy and deployed as part of these systems and implementation services to enable of Cloud computing to learn from, relied on as a key business driver, even businesses to get the most from their analyse, interpret and process the if there is risk in doing so. This is investment in Information Technology. mountains of data now available. This because risk mitigation is relatively generates new insights leading to Preserving legacy systems while easy – the system can be reworked by accelerated decision making and implementing new solutions replacing the defective application event response, often initiated by Marc explained that throughout the with a better one, and the cost of computers without the need for 80s, 90s and early 2000s, technology doing so is not prohibitive. human intervention. change was very much on a serial The challenge for the CMO path. The CTO would look at what Conclusion Marc summed up: technology had done over recent history, attempt to predict what new • We have all the technology we In conclusion Marc said that the role of developments would become need available today the CTO or the Chief Information 2IÀFHU &,2 WRGD\VKRXOGQRZEHWR available in the near future, and then • We need to have the imagination decide what to adopt to beat the to put it to good use bring together existing capabilities, competition and secure new markets. generating rapid evolution combining • We need to be open to taking risks Thus, large ICT systems evolved and recombining smaller building and surviving failure gradually over time as changes were blocks in new ways. required to keep them current. • As the roles of CTO and Chief Questions and answers Over the last eight years, this way of 0DUNHWLQJ2IÀFHU &02 VWDUWWR working has changed completely. The converge, Marc challenged the There were many questions both large legacy ICT systems still underpin audience to consider: “Have you during and after Marc’s lecture which key processes. However, they are too adapted yet and are you ready to broadly fell into three main areas: expensive to replace, and it is not see what today’s technology is • understanding the technology possible to update them quickly ready to deliver?” enough to keep pace with the A connected story • understanding how the CMO can increasingly rapid developments in ICT Marc had 19 interlinked themes and use it to develop his profession that are now taking place. trends which together form a • ethical and legal issues raised As a result, the CTO must look for connected story that the 2020 CMO around security, privacy, and the FRVWHIIHFWLYHVPDOOVFDOHLQWHULP must be able to understand and use of ICT for criminal purposes VROXWLRQVWKDWVHUYHVSHFLÀFQHHGVDQG navigate to stay relevant. In summary work together with the existing legacy for the CMO the most important of 0DUFVXSSOLHGXVDQVZHUVWRWKHÀUVW systems. Such solutions can not only be these were: but stated that his role as CIO/CTO deployed easily but also quickly Digitisation – the creation and was to implement new developments updated or replaced to take collection of information. The world’s in ICT and make them available to all advantage of new developments in stored data is doubling every two his stakeholders – including the CMO. technology or to satisfy changing years. How will the technology It was up to the CMO to decide how market requirements. As a result, while develop to help us make sense of it? the end of life for legacy systems used to use them. We will examine this issue to be several years, the end of life for Internet of Things – devices of all in future lectures in the series. shapes and sizes (many household these new solutions is closer to 18 You can read full notes on Marc’s appliances) always connected to the months. lecture and some further comments internet, that continually collect and A new approach required share data. With an estimated 75 on it from me in my Master’s Blog One, This new approach requires the CTO to billion devices in circulation by 2020, which is available on the Marketors’ assess currently available ICT WKLVLVH[SHFWHGWRÁRRGWKHSODQHW website at http://marketors.org in the DSSOLFDWLRQVWRÀQGEXLOGLQJEORFNV with information. News Section. MARKETOR SUMMER 2018 marketors.org 17 BUSINESS LECTURE TWO: Richard Christou Cyber security and privacy – threats and opportunities Master The second lecture by Dr. Henry Pearson focused on data security and data privacy. He spent 25 years in senior appointments at Detica plc, a leading supplier of cyber security products and services to governments and commerce. He provided extensive advice on cyber security to the UK MOD with hands-on experience RIKDQGOLQJPDMRUF\EHUDQGSULYDF\LQFLGHQWVDQGQRZIXOÀOVDQXPEHURIUROHVIRUWKH8.1DWLRQDO&\EHU Security Centre. The costs and other impacts of cyber other necessary measures to ensure particularly to form a close attacks WKH\DUHSURSHUO\FRQÀJXUHGWR relationship with the CIO or CSIO. Henry began by pointing out that provide security. In this area Data protection and privacy government is currently taking a very data security should be the concern Henry then turned to consider data active role. The National Cyber of everyone in the business, including protection and privacy. He made the Security Centre has now been the marketing department. Successful point that the question of privacy is created, as part of GCHQ, to be the cyber attacks not only cause intimately bound up with cyber single point of advice to the UK FRPSDQLHVÀQDQFLDOGDPDJHWKH security. Loss of data automatically government on cyber security, impact on the reputation of the involves loss of privacy for those providing world class incident victim’s brand and on its enterprise affected. value or share price (if quoted) can management capabilities. However, privacy of data is also also be severe. Managing the consequences of a concerned with fears that data cyber attack The costs associated with cyber holders may misuse or improperly attacks are escalating rapidly. The Henry next moved on to give some disclose the data they hold on their DQWLYLUXVÀUP0F$IHHHVWLPDWHVWKHP advice as to how to deal with the customers. The implementation of the at $600 billion annually, (0.8% of the consequences of a cyber attack. General Data Protection Regulation global GDP), while Forbes is How a company reacts can (GDPR) is of course intended to deal forecasting $6 trillion per year on materially affect the business with these issues. outcome. The basic principle is open, average through 2021. Many major In his view CMOs have a pivotal role honest and timely announcement of incidents have collectively cost their in dealing with the way the business the problem and the steps being victims up to $1 billion, and even reacts to GDPR. They should be taken to deal with it. single company costs can be in the concerned that the following matters range of $10 million to $100 million, He cited LinkedIn (which lost 117 have been dealt with, either through and sometimes more. million passwords and email the marketing department or that of However, the fallout from the loss of addresses), Adobe and MumsNet as the CIO or CSIO: examples of such communication. Of personal data creates just as many • Audit of data holdings serious issues. For instance, Yahoo course, the cost to remedy the suffered three major breaches problem was still incurred but &RQÀUPDWLRQWKDWGDWDHQFU\SWLRQ has been implemented, where affecting the data of around two reputational damage was minimised. needed billion accounts. As a result, its sale On the other hand both Yahoo and price to Verizon was reduced by $4 $VKOH\0DGLVRQVXIIHUHGVLJQLÀFDQW 5HFRQÀUPDWLRQRIFRQWDFW ELOOLRQUHÁHFWLQJDPDMRUGHFUHDVHLQ reputational damage by trying to preferences from customers enterprise value. Talktalk, the mobile ignore the problem and hoping it • Audit of the methods used by the phone company, lost the data for would go away. business to gather and record 150,000 users. As a result tens of It is essential to have a crisis customer permissions thousands of customers went to other management plan prepared in • Audit of contracts with, and suppliers. advance, so that it can be oversight of, third parties who Preventing cyber attacks – the implemented quickly whenever handle personal data collected by technology necessary. Such a plan needs to the business address all stakeholders, as well as Henry said that cyber intrusions are keeping the general public informed The implementation of GDPR will inevitable, but this did not mean if a public service provider is involved. UHTXLUHPDQ\FRPSDQLHVWRUH companies should give up and live in FRQÀUPWKHSHUPLVVLRQVDQG fear. Eighty to 90% of cyber attacks Cyber security and the CMO preferences of their customers and could be prevented by relatively Finally, Henry turned to consider the potential customers whose data they simple and cheap measures. He gave particular duties of the CMO in the hold. Henry made the point that this the following pieces of advice, simple ÀHOGRIF\EHUVHFXULW\ZKLFKKH can be done in a positive manner, to implement and important not just described as follows: reinforcing the image of the brand as for business but for all of us as home • Help identify key stakeholders one that cares about customers’ data. users as well: 8QGHUVWDQGEUDQGVSHFLÀFULVNV You can read full notes on Henry’s 1. Always apply patches and • Engage in Business Continuity Plans updates to your operating system lecture and some further comments and other software as soon as they • Oversee the design and on it from me in my Master’s Blog Two. become available. implementation of the Crisis You can also read a full discussion of Management Plan. GDPR and privacy issues in my 0DNHVXUH\RXUÀUHZDOOLVWXUQHGRQ Henry concluded by commenting Master’s Blog 3. Both Blogs are ,QVWDOODQDSSURSULDWHDQWLYLUXV that in order to discharge their available on the Marketors’ website program. responsibilities, CMOs need to work at http://marketors.org in the News For larger systems there are of course with all members of the C–Suite, and Section. 18 marketors.org WORSHIPFUL COMPANY of MARKETORS BUSINESS LECTURE THREE: Richard Christou How to manage your data Master The third business lecture was given by Roger Camrass. Roger is a visiting professor at the University of Surrey and the UK director of CIONET, Europe’s largest CIO community. A pioneer of today’s Internet, and partner for HFRPPHUFHDW(UQVW The real issue to focus on – exploiting shape of mobile phones, wearable 1HWÁL[LVWRGD\WKHQXPEHURQHYLGHR data devices like smart watches, Fitbits and on demand company, even though it Roger began by asking whether, as other health monitors. Amazon is more has fewer than 25% of Amazon’s titles. marketers, we are preoccupied with interested in the customer information This is because its philosophy of test created through your use of Alexa than the right issues about our data. and learn, basing decisions on LQWKHSURÀWVJHQHUDWHGE\VDOHRIWKH 0RVWFRPSDQLHVWRGD\DUHSUH objective information about what its GHYLFHLQWKHÀUVWSODFH,QÀYH\HDUV occupied with the pressing matters of your fridge will know your dietary and customers want to view, holds Compliance, Cyber Security and shopping habits and the cost of the customer loyalty. For instance, its hit Data Protection, but meanwhile fridge will be negligible compared to production “The Crown” was created digital giants such as Amazon and the value of that data. Taking the based primarily upon customer Google continue to exploit customer connected car, companies now have data to disrupt virtually every sector. feedback. tremendous amounts of information on How can more traditional companies Zara specialises in “Fast Fashion”, performance and use of their cars, not take a proactive stance to marshal to mention our driving habits. acting with speed and agility based their key asset – data? What are the RQGDWDGULYHQGHFLVLRQPDNLQJ,WV To survive in this changing environment obstacles, and how might best designers access data from across practice take them forward? there needs to be a corresponding shift in our business model. In the the supply chain, including customer Changing from an analogue to a analogue world we concentrated on data from its 2,200 stores in 93 digital business model optimising performance by focusing countries. Relying on this data they In just the last two years we have seen RQRSHUDWLRQDOHIÀFLHQF\WKHFRUUHFW can design and bring to market new an explosion of data from every source scope and scale for the particular products every week to satisfy – two billion mobile phones, 30 billion business and cost reduction. In the changing customer demand. connected machines. But according digital world we need to focus on WRDUHFHQW0F.LQVH\UHSRUWRQO\ speed and agility, development of Challenges in moving to the data- of this core asset is being exploited. products and services through driven organisation There are good reasons why we have continuous experimentation and Roger admitted that he was painting GLIÀFXOW\H[SORLWLQJWKLVUHVRXUFH personalisation of our customer DQLGHDOLVHGSLFWXUHRIWKHGDWD including legacy systems, cultures, and offerings, right down to the level of the driven organisation. There are clearly lack of funding. individual. many challenges for businesses to Roger described the problem as Data-driven decision making emanating from a tectonic shift in the move towards the new model. He The new technology has created the business environment: from analogue summed up the business challenges possibility of a paradigm shift in the towards a digital business model. This relating to data management as way businesses make decisions, from is resulting in a change of emphasis follows: decisions based on management from: intuition or judgement to those based • Gaining deeper insights into • Hardware to software (e.g. the RQGDWDGULYHQLQVLJKWV$FFHVVLQWKH internal and external data connected car) digital word to objective facts makes • Integrating a growing number of • Products to service (e.g. from GDWDGULYHQGHFLVLRQVSRVVLEOHLIZH WKLUGSDUWLHV HFRV\VWHPV scanners to digital scanned have the courage to make them images) despite our subjective 3URFHVVLQJGDWDLQQHDUUHDOWLPH • Transactions to lifetime customer preconceptions about what the • Responding to regulatory and value (from ownership to access) answer should be, or what we would compliance initiatives prefer it to be. The driver of the transition from Conclusion analogue to digital can be summed Finally, the speed with which data up in the principle that information (now more than 80% unstructured) He concluded by emphasising that, complements hardware. Whereas can be collected and analysed DVZLWKWKHDGYHQWRISXEOLFFORXG previously we dealt with dumb makes it not only possible but also based services in 2008/9, the next physical assets, the addition of necessary to reduce decision decade of data management will software results in intelligent, timescales from weeks or months to intensify the gap between winners hours and sometimes minutes. connected hardware devices and losers. No time should be lost now capable of generating genuine All these trends are leading towards in elevating this subject to the Board. customer intimacy – responding to the WKHGDWDGULYHQRUJDQLVDWLRQ7KH individual customer’s context. The organisations which change and You can read full notes on Roger’s device becomes of less value and adapt to the new environment will lecture and some further comments importance than the information itself. survive and prosper. Those who fail to on it from me in my Master’s Blog Two, This can be seen in the information do so will fall by the wayside. which is available on the Marketors’ generated through what has almost Roger gave two examples of such website at http://marketors.org in the become throwaway hardware in the successes. News Section. MARKETOR SUMMER 2018 marketors.org 19 BUSINESS LECTURE FOUR: Richard Christou The 2020 CMO – leading business transformation Master Karl Weaver and Ruth Saunders gave the fourth business lecture. Karl, one of our liverymen and a date KPIs, like data from their CRM mindsets are necessary for a Court Assistant, developed his systems. Whilst customer complaints successful business, but marketers consulting skills at WPP’s The Henley are dropping they might miss the must recognise that the boardroom Centre. He is currently CEO of growing number of complaints – is not their territory. In order to Isobar’s UK operations, leading a which seriously damage their convince senior management, they team of 400 experts who are reputation – made through social must think like senior management. combining technology and media. Engaging senior level people customer experience capabilities to Resistance to change help his clients transform digitally. Ruth then gave guidance on how Even if the CMO understands and is the CMO should approach senior Ruth uses her 30 years of experience aware of the problems, he or she will managers to gain support for their as a strategy consultant to help often meet resistance to change at projects. Senior managers are FOLHQWVGHYHORSJHW%RDUGEX\LQ the Board level. LQYDULDEO\WLPHVWDUYHG7KH\DUH and implement innovative marketing Society as a whole is sceptical or concise in both print and verbal strategies that deliver tangible even fearful of the new technology. form, take a commercial approach business growth. She is also a trainer, A recent survey by Dentsu Aegis to delivering business growth, and speaker and coach, as well as showed that overall 54% of people credible in how they will deliver a author of “Marketing in the feel that the pace of technological strong sustainable return. This leads Boardroom – Winning the Hearts and change is too fast. This scepticism them to require clarity from the CMO Mind of the Board”. often colours the Board’s thinking in setting out his or her proposals and Karl Weaver: A silo busting systems when the CMO brings new proposals the actions needed to implement integrator and projects for their approval. them. Engaging them in plain English, without using marketing jargon, is In Karl’s view, if CMOs are to avoid Thus, the natural aversion to risk of really important in this context. marginalisation they have to take a many Boards prevents acceptance lead in transforming their business to of the innovation necessary to Some decisions are more emotional meet the challenges thrown up by maintain and improve the brand. An than others new technologies. They need to additional problem is that the brand Senior managers are human and break down the silo structure is no longer the sole property of the want to be involved in solving common to so many businesses and business. More than ever, customers whatever problem the CMO has to accelerate innovation by acting decide what a brand stands for. The LGHQWLÀHGVRWKDWLWEHFRPHVD as the focal point linking the creation opportunity for a brand, in such a solution in which they see themselves and maintenance of the businesses’ potentially homogeneous world, is to as a stakeholder. Nevertheless they brands to the customer experience, clearly articulate a point of view and (like the rest of us) are driven by a exploiting technology and its stand out. That will give business a mixture of reason and emotion. In analytical potentialities to achieve VWURQJFXVWRPHUEDVHGSODWIRUPDQG some circumstances a purely this. The acceleration in innovation a right to innovate. rational presentation, logical, fact this creates delivers higher revenue Ruth Saunders: Transformation in the based and with a strong business and lower costs, resulting in boardroom case will win the day, but many LQFUHDVHGSURÀWV Karl having set out the challenges decisions will be more emotional. Where the value comes from facing the CMO, Ruth then How to deal with emotional Karl pointed out that a business considered how to deal with them. resistance generates value through the strength +HUÀUVWSRLQWZDVWKDWPDUNHWHUV In Ruth’s view, it is important to of its brand (which attracts and often struggle in the boardroom. recognise when the situation is likely retains customers) and the extent to There is a common view in many to be emotional, and to conduct a which it is able to drive innovation to boardrooms that was summed up by IDFWÀQGLQJPHHWLQJZLWKHDFK create new products and services David Packard: “Marketing is too relevant senior person early on, with which are attractive to its customers, important to be left to marketing the aim of understanding their view thereby strengthening its brand still people”. and issues, and, if needed, further. In other words, the customer Board games – who’s right and who’s identifying a win/win solution that will experience is what drives value. wrong work. The second meeting is often The dangers of complacency Ruth saw the cause of this problem in more rational once the emotion of Nevertheless, many CEOs do not see the different mindsets of senior WKHÀUVWLVH[KDXVWHG,IWKLVIDLOV the problem. Bain Consulting managers and marketers. Neither escalation may solve the problem. produced a survey which side talks the other’s language. Sometimes, however it is necessary demonstrated that, while 80% of Senior management is charged with to recognise that the timing is just not CEOs believe their customer managing the company successfully right, retreat gracefully and continue experience is superior, only 8% of and thus relies on an analytical focus to gather data while awaiting a new their customers agree with them. The and sees the need to manage risk as opportunity to put the case forward. CMO needs to be aware of this issue a priority, with a short to medium You can read full notes on Karl’s and and make the CEO aware of it too. term mindset. Marketors focus on Ruth’s presentation in my Master’s However, part of the problem is that creativity, with a readiness to take Blog Four, which is available on the many marketers share in their CEO’s risks to reap rewards and have a Marketors’ website at http:// complacency. They focus on out of medium to long term mindset. Both marketors.org in the News Section. 20 marketors.org WORSHIPFUL COMPANY of MARKETORS Ian Ryder How important is marketing 9LVLWLQJ3URIHVVRUDW6WRFNKROP 6FKRRORI(FRQRPLFVLQ5XVVLD DQG7KXQGHUELUG%XVLQHVV6FKRRO at board level? Arizona To all those of us from a marketing background this should be obvious – but how many of our community could answer the question in a compelling way that was unable to be reasonably challenged by those who disbelieve the true value of marketing? In this short paper I will try to provide a amount of other ways marketers like “We’re harnessing the power of advanced simple answer which I have to describe their role in life, including analytics to get ahead of customer trends. developed and used throughout my some very good ones like “Protecting We see AI as a business opportunity career as a CMO, CEO and Chairman DQGH[WHQGLQJWKHFDVKÁRZVRIWKH to redesign operations and create WRRWKHU&VXLWHQRQEHOLHYHUV business”, amongst many that do no unique customer experiences.” Guenter Context justice to the fundamental Butschek, CEO Tata Motors Ltd importance of marketing at all! I need to clarify two things and frame In addition, McKinsey, and its peer the scope of my comments. First, this is So, if we accept this as a premise, we organisations, are publishing on this not looking at the other old chestnut, could enter the other popular debate topic. Two McKinsey papers focus on but very important question, about around “who owns the customer?” “Engaging Boards on the Future of “Why are there not more Marketing But instead let’s just look at who runs Marketing” and “Rethinking Customer Directors in the Boardroom?” Second, the company, and operating team on Journeys with next generation I am talking about an Executive the Board, and see what CEOs have operating model”, both of which %RDUG WKDWLVWKH&(2GULYHQ on their agenda. address our discussion. RSHUDWLQJ%RDUGDQGQRWWKH1(' The CEO agenda Summary loaded senior Board overseeing large KPMG’s 2017 “CEO Outlook” gives us So much more evidence can be corporates. these as their strategic priorities for found on this topic but, for the Facts are a good place to start growth in the next three years: purpose of a very short think piece, I’ll Why do commercial organisations • Increasing penetration in existing summarise by saying consider the exist and survive? Actually for one markets opening quote by Mr Coase on the reason only – because they have, and purpose of a business, and also my • Innovating new products, services statement that the only reason a often retain, customers. A very simple, and ways of doing business and oft forgotten, dismissed or business exists and survives is because • Penetrating new markets overlooked fundamental. it has customers. Two very simple • Expanding into new geographical concepts. Nobel Prize winner Ronald Coase markets (Coase, Ronald H. (1937) “The Nature Which discipline trains us to be the of the Firm”, Economica) said the Does this ring any bells in our masters of understanding customer reason for a company’s existence was marketing community? drivers and behaviour? Which discipline also trains us to build “Satisfying customer needs via Some quotes from the study include: relationships we maintain”. It may be product / service based value “We have 23 million customers and their 80 years old but I have never yet propositions and delivery systems, preferences are changing. They want found a better, or more succinct backed up by support and service their banks to be more relevant to them. seven words to set out so clearly what models? We’re spending a lot of time enhancing I believe describes the broad How important is marketing at board the customer experience….” Brian marketing task. There are a huge level? QED. Porter, President and CEO Scotiabank MENTOR How mentoring works – a case study PROGRAMME &KULV*ULIÀQEHJDQPHQWRULQJ/HQQ\/HHPDQQLQKDYLQJEHHQPDWFKHGWKURXJKWKH:RUVKLSIXO Company of Marketors’ Mentoring Programme. Chris’s background is in brand and structural packaging design for global brands, charity support, property and trust management. Lenny was keen to get his idea for Mamoq, an ethical online fashion marketplace, up and launched. Chris’s experience and Lenny’s thankful that I was suggested for this JXLGDQFH":RXOGWKH\EHQHÀWIURP enthusiasm proved a good match. As programme. I would eagerly suggest GLVFUHHWFRQÀGHQWLDODGYLFHRQFDUHHU Chris says: “I am enjoying the process WKDWDQ\RQHZKRZRXOGEHQHÀWIURP development? of mentoring Lenny – a bright guy who PHQWRUVKLSE\DOHDGHULQWKHLUÀHOG has worked really hard to get this should apply. The support and critical If any of these things resonate with sustainable online outlet up and feedback that a mentor can provide you, or you know someone who could launched at the end of last year. He is is absolutely invaluable for both EHQHÀWIURPEHLQJFRQÀGHQWLDOO\ now applying for crowdfunding of personal and professional growth.” mentored by one of the Marketors’ £150k to build the venture.” Do you know someone who is highly skilled and experienced Lenny certainly sees the value: “It is frustrated in their job or stuck in a rut? mentors, please contact Peter going really well. Chris is an amazing Maybe they know where they want to individual and is always ready to get to but not sure how to get there? Rosenvinge on 07905 903403 or by meet/talk/help. I could not be Or perhaps they want to move to a HPDLO SURVHQYLQJH#VN\FRP:KDW·V happier with the match and am so different sector but need a bit of more, it is free! MARKETOR SUMMER 2018 marketors.org 21 .QRZOHGJHGHYHORSPHQW 0LQGIXOQHVV²DÀYH great minds event from CIM Levitt Group 2Q-XQH,DWWHQGHGD¶ÀYHJUHDWPLQGV·HYHQWIURP&,0/HYLWWJURXSZKHUHÀYHDXWKRUVWDONHGDERXWWKHLU RZQERRNV7KHWKHPHZDV¶PLQGIXOOHDGHUVKLS·7KLVHYHQWZDVJHQHURXVO\KRVWHGE\/RQGRQ6RXWK%DQN University and expertly chaired by Mike Holland. Professor Dimo business managers rely on process connection in a business context. Dimov (@ automation to avoid human error. dpdimov) author This ‘mindless’ approach contrasts David Bentley (@UniOfHertsHBS) author of ‘Choosing to change, an RI¶7KHUHÁHFWLYH with a ‘mindful’ approach which entrepreneur’ can create more options to deal alternative approach to change opened the day with novel problems. As Elmar said: management’. David took us through with a view of ´*RRGÀJKWHUSLORWVFDQRIWHQPDNH DUHÁHFWLYHWRXURI¶FKDQJH entrepreneurship good airline pilots whereas good PDQDJHPHQW·WKURXJKÀYHKLVWRULFDO as a way of life. airline pilots seldom make good ÀJXUHVDQGHQDEOHGXVWRXQGHUVWDQG Dimo’s aim is to ÀJKWHUSLORWVµ how they had contributed to ‘make thinking cool again’ and he VFLHQWLÀFPDQDJHPHQW+H got the conference fully engaged Dr Chris Steed (@revchrissteed) highlighted that organisations are with tales of how luck differs from skill author of ‘Smart Leadership – Wise groups of people interacting with and how opportunity is inherently OHDGHUVKLS·&KULVLGHQWLÀHGWKHLVVXH each other and that behaviours are social. Dimo explained how to think of ‘Cyberia’ and increasing personal shaped by the totality of our isolation in the ‘virtuality’ of a digitally RIVXFFHVVDVD¶PXOWLHYHQWOLQHXS· individual experiences and our future where everything needs to go right. connected world. Chris emphasised aspirations. David’s views and insights For failure, however, only one thing the importance of business culture enable change by deliberate choice needs to go wrong. Mindful and and that the prime directive of rather than process. leaders was to create appropriate VFKRODUO\UHÁHFWLRQV cultures and mobilise purpose. Chris Robbie Steinhouse (@RSteinhouse) 'U(OPDU.XWVFK #&UDQÀHOG DXWKRU spoke of his Christian faith and how author of ‘Mindful business of ‘Project Resilience’. For projects ZHFDQDOOÀQGLQFOXVLYHZD\VWR leadership’. Robbie described the which are complex and uncertain, speak of human solidarity and social ‘leadership matrix’ as outlined in his Diana Tombs News from the Marketors’ Trust /LYHU\PDQDQG7UXVWHH Support from The Marketors’ Trust resulted in a more than DOUBLING of the number of HQWULHVIURPWKHQRWIRUSURÀWVHFWRULQWR7KH0DUNHWLQJ6RFLHW\·V([FHOOHQFH$ZDUGV $WRWDORIFKDULWLHVDQGQRWIRU Charities are always under pressure The Awards were presented at an SURÀWRUJDQLVDWLRQVHQWHUHG7KH to save money and even the awards ceremony on June 13. The Marketing Society’s Excellence relatively modest entry fee for our winner was Healthier Scotland Awards this year, which represented Excellence Awards can put some (Scottish Government) for its a 125% uplift from last year when organisations off entering. campaign “We Need Every Body” to only eight charities submitted entries. convince people to sign up to the Effective marketing is a particularly Organ Donor Register. This used We are delighted that so many critical activity for all charities at the humour, positivity and images of charities took advantage of The moment because the whole sector Marketors’ Trust’s sponsorship to seems to be under constant attack submit entries. The Trust linked up in the media. Yet many charities do with The Marketing Society to fund a fantastic job that no one else is the cost of entries from the charity prepared to take on and without sector as part of an initiative to excellent marketing to bring in promote excellence in charity support from the public that vital marketing. We hope it will also be work would stop.” WKHVWDUWRIFORVHUIXWXUHFRRSHUDWLRQ In addition to funding the entry cost, between the two organisations. the Trust’s sponsorship also meant The Marketing Society is also very that a representative from each of pleased with the success of the the six shortlisted charities was invited initiative. Hugh Burkitt, Global to attend the awards ceremony and Ambassador of The Marketing the overall winner will be offered a Society, said: “We are absolutely place for one nominated executive delighted that there was such a on The Marketing Society’s positive response by charities to the prestigious ‘Ones to Watch’ Winner: Healthier Scotland’s We Need generous offer of The Marketors’ Trust SURJUDPPHIRUXSDQGFRPLQJ Every Body campaign to pay their entry fees this year. marketing executives. 22 marketors.org WORSHIPFUL COMPANY of MARKETORS Michael Lynch /LYHU\PDQ0HPEHURIWKH Outreach Programme Knowledge Development Committee Graham Storey Liveryman The Marketors’ Outreach programme reported on December 31 2017 that Outreach volunteers had logged a book and talked passionately about total of 2,209 hours providing marketing assistance to good how leaders need to use mindfulness cause organisations. This has been calculated to represent to make the right choices. The audience was particularly energised 276 days assuming an eight-hour working day. by Robbie’s description of how leadership archetype strengths are The Marketors’ Outreach leads to needing to plan a successful matched with corresponding programme is a way in which transition from an older and well ‘weaknesses’ or shadows. Robbie Freemen and Liverymen of the recognised identity to one that also struck a chord when he advised Company can donate their embraces the current interests and how being mindful can help leaders extensive marketing skills and aspirations of the organisation and its to be more aware and moderate experience to good cause supporters. their behaviours to inspire others. organisations who need to tap into The Chairman of the Marketors’ Mindfulness proved a great theme professional marketing expertise but Outreach Committee receives ideas, through which to draw together have very limited funding. The suggestions and straightforward VXFKDKLJKTXDOLW\PL[RIH[SHUW EHQHÀWVIURPWKH0DUNHWRUV· requests for marketing assistance authors. It was also a good Outreach programme work in two from many different sources. These opportunity for the professional ways. The clients gain by discovering are all reviewed for their charitable marketing audience to think beyond ways to improve their marketing and good cause aspects. Some may their own realms of expertise and activities while the Outreach be better supported by other consider how they can be even volunteers get privileged access to elements within the Marketors, but more effective business practitioners, senior people in some fascinating most meet the project criteria of the leaders and human beings. Five organisations, often with some Outreach programme. JUHDWPLQGVLQÁXHQFLQJLQGHHG unique marketing challenges. Sometimes the clients operate from As marketing professionals, we some very interesting historic understand that when we provide buildings or unusual places that are pro bono marketing assistance, there normally hidden from the public view is still a cost, even if that cost is not which provide new insights into the invoiced to the good cause life and history of the City. organisation. Bearing this in mind, before each Marketors’ Outreach One of the four aims of the Marketors project starts, there is a formal, LVJLYLQJEDFNERWKÀQDQFLDOO\DQGLQ written agreement, drawn up and kind, and making a contribution to signed by both parties. One part of naked bodies proudly displaying the development of marketing. This is the agreement is that the hours of transplant scars to engage with very much in tune with comments marketing support provided, at a people. The approach paid off and made by those joining the Company daily rate of £600 per day, should be the campaign drove the highest ever as potential Freemen. They often shown as a payment in kind. As a percentage of Scotland’s population explain that, having had the result, last year’s Outreach project to sign up to the Organ Donor opportunity to enjoy a very volunteers were deemed to Register and the lowest number of rewarding career in marketing, they generate £165,600 which is a patients on the organ donation would like to give something back in substantial donation by the waiting list since records began. recognition of what marketing has Marketors to support the life of the done for them. For those in the Girlguiding’s “Know your Place” City. campaign to attract new volunteers Marketors who would like to turn and the National Safety Council’s those comments into action, the However, the important thing is that “Prescribed to Death” campaign to Marketors’ Outreach programme is a there are many good cause increase awareness of the NSC as a one stop shop solution. organisations who have found that getting pro bono marketing advice ´OHDGHULQÀJKWLQJSUHYHQWDEOH At any one time there can be up to from the Worshipful Company of deaths” were both Highly about 30 Outreach projects in action Marketors has helped the Commended. by the volunteer project managers. effectiveness of their marketing and 2IWHQWKHÀUVWVWDJHLVDQLQLWLDO WCM Court Assistant Phil Andrew in turn supported some very was among the judges. Phil said: “I discussion with the management vulnerable groups of people. At the am delighted that The Marketors’ team of a good cause organisation. same time, Outreach project Trust is involved in raising awareness For example, they may have volunteers have got enjoyment, a of the great marketing work that is LGHQWLÀHGDZHDNQHVVLQRQHRUPRUH sense of purpose and a sense of GRQHLQWKHFKDULWDEOHDQGQRWIRU of their marketing activities or they pride from seeing their ideas and SURÀWVHFWRUDQG,ZDVLPSUHVVHGWR may have evolved their charitable skills being put to good use. That see the very high quality of many of objectives and now need some feels right, doesn’t it? the entries.” UHEUDQGLQJDGYLFH7KLVRIFRXUVH MARKETOR SUMMER 2018 marketors.org 23 We learnt that the Jews arrived in Briton under William the Conqueror and were expelled by Edward I in 1290 but readmitted back to England under Oliver Cromwell in 7KHÀUVW-HZVUHDGPLWWHGWRWKH UK were Sephardic Jews who came IURP+ROODQGDQGWKHÀUVWV\QDJRJXH after the readmission was established in the City of London in 1657. After this became too small, Bevis Marks was opened in 1701. Two of its famous sons were Sir Moses Exploring the 0RQWHÀRUHDQG%HQMDPLQ'LVUDHOL We then visited the old Jewish Soup Martin Ashton Kitchen known for serving 4,000 -HZLVK(DVW(QG Liveryman ERZOVVRXSWR-HZVÁHHLQJIURP pogroms, who arrived in London Interior of Bevis Marks Synagogue with no money or employment. Now it is converted into extremely H[SHQVLYHÁDWVEXWWKHIURQWRIWKH ,QVXPPHUZHUDQDYHU\VXFFHVVIXO-HZLVK(DVW(QGZDONZKLFK building is listed and the writing was so popular that we decided to run it again – except this time we above the entrance says: “SOUP would focus more on the Whitechapel area. On another scorching hot KITCHEN FOR THE JEWISH POOR -XO\6XQGD\PRUQLQJ 0DUNHWRUVDQGJXHVWVJDWKHUHGDWWKHFRIIHH µ)URPKHUHZHZHQWWR shop outside Whitechapel Tube station. Everyone arrived on time and VHH6DQG\V5RZV\QDJRJXHWKHÀUVW RXUJXLGH-RKQ6WHHOEHJDQRXUWRXUWRGLVFRYHUWKHFRORXUIXO Ashkenazi synagogue in the UK, neighbourhood of a bygone era. established in 1854, and formerly a French Protestant Church. Our tour ÀQLVKHGRXWVLGH/LYHUSRRO6WUHHW Just by the station, John pointed out old disused synagogue stood side by station stopping at the Kindertransport Memorial by Frank the Edward VII drinking fountain paid side in perfect harmony. Next door Meisler just one of the 10,000 for by Jewish street traders as a to the old synagogue, John pointed children saved from the Nazis. thank you for the right to enter UK out where Grodzinski’s once stood in while escaping persecution in Russia. 1888, baking 20,000 loafs a week. A We headed to Bishopsgate for a We saw the word LIBERTY was little way down the road was a GHOLJKWIXOSXEOXQFKLQWKHDSWO\ engraved on it. mosaic in the form of a Star of David named, the Woodins Shades. This to signify the history of the area. From was a favourite meeting place for A short walk from here led us to the there we saw the site where The the traders of Petticoat Lane and front of the Old Great Synagogue – Jewish Daily News – a Yiddish paper 6SLWDOÀHOGV0DUNHWVRYHUWKH\HDUV Fieldgate Street. What was – used to be printed. All that remains including one particular Jewish interesting was that this synagogue now is the logo still above the door. trader, Alan Sugar, who was looking closed in 2015 and the land was Next door is the site where Blooms, for an apprentice! All in all, a very purchased by the East London the longest running kosher restaurant memorable journey through the old Mosque which is next door. The in UK, once stood. Ironically it is now Jewish East End London – with John perfect diversity of the East End was a Burger King. We walked past a Steel’s excellent commentary clear to see where a mosque and an house with a blue plaque where bringing it vividly alive. Isaac Rosenberg, poet and painter, lived. Isaac Rosenberg is one of 14 First World War poets honoured in Westminster Abbey. We also walked past Jewry Street – close by the Port of London and named after the masses of Jews who arrived in that area off the ships from Russia to escape persecution. One of the highlights was a tour of Bevis Marks Synagogue, the oldest active synagogue in use in Britain, dating from 1701. Maurice Bitton from the synagogue took us through the history of the synagogue and pointed out the main features. What ZDVVRPDJQLÀFHQWZDVWKHRULJLQDO Entrance to Bevis Marks Synagogue - Blue door of the Old Great Synagogue furnishings and structure have oldest active synagogue in Britain on Fieldgate Street remained completely unchanged. 24 marketors.org WORSHIPFUL COMPANY of MARKETORS And women went on the march again! Lesley Wilson, Jo Crichton, Carole Seawert, Venetia Howes and Mary Peterkin ,WZRXOGKDYHEHHQGLIÀFXOWWRPLVVWKHQHZVRIWKHDPD]LQJPDUFKHVWKDWWRRNSODFHLQ%HOIDVW&DUGLII (GLQEXUJKDQG/RQGRQRQ6XQGD\-XQH7KHVHSURFHVVLRQVFRPPHPRUDWHGDQGFHOHEUDWHGWKH\HDUV VLQFHWKHÀUVW%ULWLVKZRPHQJRWWKHYRWH7HQVRIWKRXVDQGVRIZRPHQGUHVVHGLQWKHVXIIUDJHWWHFRORXUVRI SXUSOHJUHHQDQGZKLWHIRUPHGDPRYLQJÁDJDVWKH\PDUFKHGWKURXJKRXUPDMRUFLWLHV A cohort of female Marketors were the death of Emily Davison when she there to celebrate too, led by Middle threw herself in front of the King’s Warden Lesley Wilson and Past Master horse at the 1913 Epsom Derby. Venetia Howes, they were joined by All such activities ceased with the Court Assistant Carole Seawert, outbreak of the First World War in 1914 Liveryman Mary Peterkin and and after the war the Representation Companion Jo Crichton. of the People Act was passed The suffragettes refer to members of allowing women over 30 to vote for women’s organisations who supported WKHÀUVWWLPH,QWKHVDPH\HDUWKH the movement that demanded votes 3DUOLDPHQW 4XDOLÀFDWLRQRI:RPHQ for women. The most famous is Act 1918 was passed and this allowed perhaps, Emmeline Pankhurst; she women to be elected to Parliament founded the Women’s Social and IRUWKHÀUVWWLPH,WWRRNDQRWKHU Political Union in 1903 and notably 0RYLQJÁDJRQ-XQH years for women to achieved voting encouraged ‘deeds’ not words’. They parity with men with the set out to cause disruption wherever WKHPVHOYHVWRUDLOLQJVVHWWLQJÀUHWR Representation of the People Act 1928 they could. These acts of civil post boxes and going on hunger strike – enabling women over 21 to vote – disobedience included chaining when imprisoned. Most tragically was just like men. One of the newest members of the Company, Mike Bugsgang, recently became a Freeman of the City of London. He is pictured at the Guildhall with Murray Craig, Clerk of the Chamberlain’s Freeman Chris Beynon receiving the Freedom of the City of London Court (right) and the Beadle (left). from Laura Miller, Deputy Clerk of the Chamberlain’s Court MARKETOR SUMMER 2018 marketors.org 25 2017 – a proud and Cdr Chris Ansell RN &RPPDQGLQJ2IÀFHU productive year +0667$/%$16 HMS ST ALBANS spent over eight the Norwegian fjords. This allowed 'XULQJGU\GRFNLQJLQPLGVXPPHU months of 2017 as Duty Towed Array further engagement with NATO allies we took the opportunity to invite 3DWURO6KLS $QWL6XEPDULQH DQG at sea and ashore, highlighting the Marketors on board to dinner and to )OHHW5HDG\(VFRUW ÀUVWUHVSRQGHULQ service’s status as a world class force present the Marketors’ Prize to Lt the Maritime). By the end of 2016, of high standing. Thereafter Jenny Reid RN. It’s not often a band following a challenging operating in conjunction with HMS gets to play under the sea but the maintenance package and trials SOMERSET, the ship conducted Band of the Royal Yeomanry paid a SHULRG+0667$/%$16ZDVWKHÀUVW weapon systems trials off Stavanger, YLVLWWRWKHLUDIÀOLDWHZDUVKLS+0667 XQLWWRUHWXUQIURPDQLQHPRQWK providing new data for future ships ALBANS – 10 metres below sea level. deployment and regenerate into this and Task Group operations, primarily high readiness role. Assuming the in support of future Carrier Task HMS ST ALBANS took an additional 50 GXW\WKUHHGD\VHDUO\VKHSUH Group Operations. trainees to sea in 2017 in deployed to Faslane in January. This supplementary billets and delivered was swiftly followed by noise ranging HMS ST ALBANS’ contribution to WUDLQLQJIRU:DUIDUH2IÀFHUVDQGWKH DQGDQLPPHGLDWHUHUROHLQWR tactical innovation has not just been ÀUVW6SHFLDOLVW1DYLJDWLRQFRXUVHLQ surface warfare tasking. This saw the limited to trials at sea; the ship several years. Combining this with a ship intercept and escort Russian FRQWULEXWHGVLJQLÀFDQWO\WRWKH1DYDO coaching culture, she has actively Federation Navy ships including its Warfare Conference, hosting an delivered towards the manpower ÁDJVKLSWKHFDUULHUFUXLVHU.X]QHW]RY $QWL6XEPDULQH:DUIDUH $6: recovery and growth of the service. DQGWKHQXFOHDUSRZHUHGEDWWOH syndicate and acting as the Fleet This was acknowledged by Flag cruiser, Piotr Veliky, through 1,100 lead unit in this area. 2IÀFHU6HD7UDLQLQJZKRDZDUGHG miles of UK waters. HMS ST ALBANS A visit to London in support of HMS ST ALBANS with the annual prize was working in close conjunction International Women’s Day allowed for the best coaching unit in the RN. with other NATO units enhancing our HMS ST ALBANS to demonstrate her cooperation with our allies and Despite an exceptionally busy HIÀFDF\DVKRUHKRVWLQJPXOWLSOH operational programme, HMS ST reinforcing to the Russian Federation events, including the Marketors, all the resolve of NATO. This operation ALBANS has ensured that personnel WLHGWRJHWKHUZLWKDZHOOGHVLJQHG are considered at all times. Active set a theme for the coming year and media campaign which resulted in its public nature allowed us to bring use of Facebook and Twitter has her featuring on national television the public increasingly into an area NHSWIDPLOLHVDIÀOLDWHVDQGWKHZLGHU and radio broadcasts along with that has remained discrete. community engaged. Furthermore multiple social media over 400 man days of adventure $VHDPOHVVWUDQVLWLRQWRUHIRFXVRQ communications. This reached an training have been delivered during DQWLVXEPDULQHZDUIDUHWKHQ estimated audience of 14.8 million visits and base port periods. We have followed, conducting the individuals. This success was more than halved the amount of LQWHUQDWLRQDOO\UHQRZQHG6XEPDULQH recognised with the ship winning the outstanding leave across the ship’s Command Course or ‘Perisher’ as Government Communications company and had over 10% of the opposing forces. This was made Award for the best government ship’s company promoted in the more interesting by it being in the media effort for that month as year, an unusually high statistic. challenging navigation conditions of MXGJHGE\WKH&DELQHW2IÀFH International engagement has been a key theme of the period; HMS ST ALBANS hosted a visit by an Australian 6HQDWRUWRGLVFXVVDQWLVXEPDULQH warfare capabilities with a view of how these will translate into the new 7\SH)ULJDWHFDSDELOLW\ DQRIÀFHU was sent to Japan to and spent two weeks training in the Japan Maritime 6HOI'HIHQFH)RUFH7UDLQLQJ6KLS Kashima. HMS ST ALBANS also hosted a United States Navy Intelligence team during her autumn theatre DQWLVXEPDULQHZDUIDUHWDVNLQJ IXUWKHUVWUHQJWKHQLQJWUDQV$WODQWLF DQWLVXEPDULQHZDUIDUHSDUWQHULQJDV well as operating closely with Norwegian, United States and Canadian ships directly on operations. 26 marketors.org WORSHIPFUL COMPANY of MARKETORS In the footsteps of the Caroline Jarvis Deploying immediately after summer QRWRULRXV-DFNWKH5LSSHU Liveryman leave, HMS ST ALBANS spent several weeks conducting ASW operations On an unseasonably beautiful, warm and sunny April 14, Marketors and cooperating with multiple allied ships, submarines and marine patrol guests embarked on a tour around the former underworld of East London, aircraft. The importance of these the hunting ground of one of the most notorious of serial killers of all times operations cannot be understated ²-DFNWKH5LSSHU and, whilst often unseen in the public eye, they are essential for the We met at the Whitechapel Gallery – frequented, the infamous Ten Bells security of the UK. This was best and, guided by the incredibly on the corner of Fournier Street and demonstrated by her very public knowledgeable John Steel of Tour de Commercial Road! deployment to the North Sea over Force London, trekked around the Although the evidence mounted, it Christmas 2017, to escort the latest East End and heard the murderous still points in several directions and Russian Frigate ‘Gorshkov’ through mysteries of Jack’s rampage during we all drew our own conclusions. UK sensitive waters. London’s Autumn of Fear in 1888. HMS ST ALBANS has had a year to John’s knowledge stretched beyond The day was not all murder and remember, she has been involved in just the Ripper’s victims, to the very mayhem. The walk ended with a 15 separate operations with multiple time in which they lived, the lives lovely lunch in the Hubble Room at sightings of Russian navy ships and they led, the people they the Astronomer pub on Middlesex submarines. Whilst much of her encountered and, through his Street, after which walkers left with DFWLYLW\KDVUHPDLQHGFODVVLÀHGLWLV description, walkers could truly their questions and the remainder of still recognised in the public domain envision the spectacle of what the the sunshine. dark and dreary East End of London, and the ship was nominated and ‘A fantastic success… a great walk, 1888 would truly have been like for VKRUWOLVWHGIRUWKH+HURDW+RPH8QLW crammed full of fascinating these unfortunate souls. Award for the Sun Military Awards in anecdotes,’ exclaimed one excited recognition of her contribution to the Along the route he also shared his walker. VHFXULW\RIWKH8.DÀUVWIRUD5R\DO knowledge of the various ethnic ‘Fascinating walk, delicious food and Navy Surface Unit. groups who had inhabited the DZHOOGHVHUYHGEHHU·H[FODLPHG neighbourhoods, the art and During the year, HMS ST ALBANS has another. operated in the Channel, the Irish architecture (some of which still Sea, the North Sea, off the coast of grace the streets) that have :KLOHWKHGD\ZDVÀOOHGZLWK Norway, the Denmark Strait, up to memorialised the era, and the ways merriment, horror, laughter and history the North Cape and even into the the East End has changed… and the question remains… who was Jack Arctic Circle. remained the same. the Ripper? We may never know. HMS ST ALBANS is now alongside in $OWKRXJKQRRQHFDQDQVZHUWKH Portsmouth conducting pinnacle question ‘Who WAS Jack maintenance to allow her to fully the Ripper’, theories were shared regenerate for further frontline about where the murderer came operations by summer 2018. This from, with whom he might have period will include additional been acquainted and where he capability enhancements in all areas might have gone when the murders of warfare and see a period of seven miraculously stopped. Our tour even weeks’ intensive sea training with included a stop by the pub where his )ODJ2IÀFHU6HD7UDLQLQJLQ3O\PRXWK victims – and possibly Jack himself MARKETOR SUMMER 2018 marketors.org 27 The Master’s Trip to Cyprus Venetia Howes and David Pearson May 2018 Past Masters The Marketors are famous for their Masters’ overseas trips and 2018 was no exception. Richard Christou and his wife Tasoulla have family links with Cyprus and chose to entertain us there. Cyprus is about as far as you can go and still be in Europe and, since we were at the far eastern end of the Mediterranean, we enjoyed excellent weather. Cyprus was famous as a source of copper with the highest purity in the world and it is thought that copper was named after the island rather than the other way round. Famous visitors have included Cicero, St Paul, Richard the Lionheart and now the Marketors. Cyprus is also famous for its ancient heritage, with some of the oldest archaeological sites in the world, and we visited several of these including three UNESCO World +HULWDJHVLWHV7KHÀUVWRIWKHVHZH visited was Paphos. And, after touring various locations, including astoundingly natural Roman mosaics and St Paul’s Pillar where St Paul was reputedly lashed 39 times by the Romans, we repaired to a restaurant by the harbour. It turned out that this restaurant had a large screen showing the Royal Wedding, thus frustrating those of us who had wanted to avoid it. Marketors taking the stage at the Paphos Odeon - Greek for (once) covered theatre. A second World Heritage site comprises the Greek Orthodox includes a remarkable fresco Food and drink were of course a churches in the Troodos Mountains, VKRZLQJ6W0DU\EUHDVWIHHGLQJWKH major feature of our trip. The Greek all of which feature amazing frescos. baby Jesus. On the way we stopped Cypriots like to demonstrate their The Church for a coffee break and realised just hospitality by serving epic quantities of St how famous the Master is when we RIIRRG$WWKHÀVKUHVWDXUDQWVZDYH Nicholas of saw the restaurant was named the DIWHUZDYHRIÀVKZHUHVHUYHG6RPH RIXVKDGWRUDLVHDZKLWHÁDJRI the Roof is Monte Christou restaurant. so called because a A third World Heritage site is one of second the oldest Stone Age sites dating roof was back to 9,000 years BC. Its civilisation built over lasted 5,000 years which somehow WKHÀUVWWR puts our own recent celebration of protect the the second millennium in the shade. artwork But for antiquities all any of us really Bottling wine at the Zambartas winery. inside, The Master of had to do was to just look round the 7KH\ÁXVKWKHERWWOHVZLWKDUJRQWRNHHS Monte Christou. which the oxygen away from the wine. dinner table. 28 marketors.org WORSHIPFUL COMPANY of MARKETORS Left: The Troodos mountains, in stark contrast to the dry rocky coastal areas, have a metre of snow in winter and a ski resort. 7KHLVODQG·VÁRUDLQFOXGHROHDQGHU NHHSV away the insects, mice and snakes) pines, citrus, nuts, cherries, cedar, hibiscus, vines, olives, acacia, oak, palm, rosemary (great for a fresh digestive infusion) and carob (good for almost any illness). base at Akrotiri. His son Warrant Our enjoyment was enhanced by The British left their mark in Cyprus 2IÀFHU1HLO+RUDQLVKHDGRI LQFOXGLQJWKHSRVWER[HVDQGSLQ$ Demetra, an excellent local guide operations there. The strategic electrical sockets. Those of us with a whose knowledge encompassed position of Cyprus is obvious and the classical or science background had fun mythology and history, geology and base was founded in 1955 when working out the Greek alphabet from the botany, culture and the Greek Cyprus was still a British colony. When roadsigns. independence was granted in 1960 Orthodox religion. Our driver George sovereignty was retained over four was meticulous in his profession, but surrender. But it was invariably areas, the most important of which is we also know he would have delicious. And no one was seen Akrotiri. It has taken an active role in defended us against all comers if ZDYLQJDZKLWHÁDJDVWKHZLQHZDV kept pouring. PDQ\UHFHQWFRQÁLFWVDVZHOODV required. And the staff of our assisting in helping our allies in excellent hotel in Limassol lived up to extricating people under threat in Indeed, no Master’s trip is complete their belief that our job was to enjoy without a wine tasting and we had places like Lebanon. our holiday and theirs was to make two. Cyprus has a viniculture as old We also had the pleasure of a dinner as anywhere in the world. Its vines sure we did. in a converted carob mill with senior are free from phylloxera and have marketing professionals based in And so we did and we look forward been used to help the French and Cyprus. to the next one. others replant their ravaged vineyards. In the 14th century Von Suchen wrote ‘in all the world are no greater or better drinkers than in Cyprus’. We went to a modern winery producing ‘new world wines on old world soil’ – its oldest vines were planted in 1921. And we went to an old wine press and tasted Commandaria, the oldest branded wine in the world. The wine is close to the Malmsey of Shakespearian fame and legend goes that it was Richard the Lionheart who named it. Thanks to John Horan, husband of Liveryman Angela White Horan, we had the privilege of touring the RAF Another epic lunch - note the crowd in the background watching The Wedding! MARKETOR SUMMER 2018 marketors.org 29 Livery company hatches, Liveryman Debra Marmor with City Guide Herb Danner matches & dispatches City & Mayoralty Committee 2ULQWKHSDUODQFHRIEXVLQHVVVWDUWXSVVSLQRIIVPHUJHUV acquisitions and dissolutions The history of the City of London’s linen to include silk weaving. the Pouchmakers followed in 1517. It livery companies, from the early days Nevertheless, it was such a broad UHÁHFWHGDEDWWOHRYHUPDUNHW of guilds and fraternities to the church it was bound to splinter. access and control. SUHVHQWGD\ÁRZVDORQJWKHOLQHVRI Hence, the Fullers and Shearmen left, In the same way, the Armourers PRQH\SRZHUDQGLQÁXHQFH as did the Drapers and Dyers and absorbed the Bladesmiths and then possibly the Merchant Taylors. All of the Brasiers; the Spurriers were united The number of crafts who loosely or these became wealthier and more with the Blacksmiths; the Hatters and formally organised was far greater powerful than the Weavers, such Cappers fell under the control of the WKDQH[SHFWHGZKHQZHÀUVWVHWRXW that by the time the order of Haberdashers. The Pinners and to research this topic. For example, in precedence was settled in 1515, all Wiresellers, after vainly uniting their 1422, the Brewers listed 111 crafts WKHVHVSLQRIIVSUHFHGHGWKH forces, became subordinate DOORZHGWR¶SURÀWWKHKDOODQG Weavers who were in last place – members of the Girdlers. In other Company of Brewers’. Today, there embittered and impoverished. Today cases, the amalgamation was on are 112 companies (with and without they are number 42. more equal terms. In the case of the livery) and a further four guilds MATCHES Clothworkers, the Fullers and the striving for livery status – 81 of these Mergers also have Shearmen had each contrived, in SRVWGDWHWKH%UHZHUV·OLVW:KDW spite of strong opposition from the happened? been a practice in the livery. Some of these Drapers and the Tailors, to obtain HATCHES were a matter of separate grants of incorporation, yet While the majority of survival, others a they still found their wealthier ‘hatches’ amongst means to eliminate members being drawn away by the today’s companies competition. The superior attractions of the Drapers. Consequently, they joined forces, took place in the Medieval Leathersellers’ modern era, new Company (today 15 in and by a stroke managed to retain Flesher or Tawyer the Shearmen’s last place amongst formations and (Source: http:// precedence) were the Great Twelve – much to the VSLQRIIVZHUHFRPPRQ mittelzeit.blogspot. probably amongst the chagrin of the Dyers at 13! in times past too. Some FRXN PRVWSUROLÀFLQWKH leather-tan- In some cases, these unions are were the result of new ning-medie- M&A game. Looking Medieval Weaver captured to this day in the (Source: https:// crafts emerging in val-to-edwardian. again at the Brewers’ en.wikipedia.org/ changing times. Others html) list, no fewer than 14 company’s name: Tobacco Pipe wiki/Weaving - in ZHUHGXHWRD¶VXE entries specialised in Makers and Tobacco Blenders, Tylers public domain) craft’ feeling leathercrafts. DQG%ULFNOD\HUV3DLQWHU6WDLQHUV Glaziers and Painters of Glass, QHJOHFWHGWKHLULQWHUHVWVLQVXIÀFLHQWO\ The mediaeval leatherseller’s Armourers and Brasiers, etc. looked after or abused by the mainstay was the manufacture and mother company. Setting up a sale of ‘points’ (leather laces used to DISPATCHES separate company was perceived fasten armour or clothing together). Some of the more as a path to greater control and Following amalgamations, the peculiar craft names riches. Thus, the Apothecaries and Leathersellers’ 1635 ordinances state on the Brewers’ list Distillers came out of the Grocers; that ‘the Fellowship hath since include Corsours, Clockmakers and Gunmakers out of distributed themselves into distinct Chapemakers, the Blacksmiths. The Feltmakers parts… some using pulling and Orglemakers, came out of the Haberdashers; Gold tawing, called fellmongers; others Fourbours, Lateners, and Silver Wyre Drawers from the dressing, washing, painting, Hurers and Leches. *ROGVPLWKV 7LQSODWHZRUNHUVIURPWKH colouring and dyeing of leather, Medieval Long Many of these simply ,URQPRQJHUV$QGÀQDOO\WKH*ORYHUV FDOOHGOHDWKHUGUHVVHUV RWKHUV Bowman (Source: ceased being UHHPHUJHGIURPWKH/HDWKHUVHOOHUV making of vellum and parchment WKH6PLWKÀHOG'H- practised. But, as The oldest livery company, the called parchmentmakers; others cretals manuscript demonstrated by RI KWWS :HDYHUV ÀUVWFKDUWHUHGLQ KDV selling, sorting, whiting and staking of www.bowyers. some of today’s probably given birth to more leather, now most usually called com/bowyery_ ancient liveries (see companies than most others. The leathersellers; yet all branches of the longbowOrigins. Marketor, Issue 78), original textile guild, the Weavers said Fellowship’. By 1747 a php) that was not became extremely wealthy and leatherseller was described as ‘he necessarily a reason to be dissolved. powerful, as the cloth trade was the who deals in hides and skins of all Rather, membership drastically basis of England’s economy sorts, ready tanned and dressed for declined because businesses were throughout the Middle Ages. Over the consumer’. The Whittawyers moving outside the City’s remit or time, they were able to absorb (by were absorbed by the Leathersellers ‘trading up’ to more prestigious livery hook or by crook) alien weavers in 1479. The Pursers joined with the companies. Consequently, these (Flemish and Huguenot), expanding Glovers in 1501, only to be folded crafts fell on such hard times they their remit from the original wool and into the Leathersellers in 1502; and were no longer able to pay their 30 marketors.org WORSHIPFUL COMPANY of MARKETORS ÀQHV MARKETOR SUMMER 2018 marketors.org 31 If it’s Shrove Tuesday – Andrew Cross it must be pancakes! Senior Warden The overcast sky made it obvious The organisers decided that, due to achieved by Laura, in the Ladies that spring had yet to arrive on the the slippery conditions the ‘race’ event and Alex in the Liveryman day of the Inter Livery Pancake Race would now be a static Pancake Toss category. However, the Marketors in the Guildhall Yard. against the clock. As over the years failed to achieve podium status this the Marketors have been known to year, despite sterling attempts. A chilly, damp day greeted the EHVRPHZKDWÁHHWIRRWHGWKLVFRXOG Marketors’ team of Phil Andrew, Alex prove to be a handicap! As a consolation prize, the Master Conabeare and Laura Giffard – has generously allowed the team to Somewhat suspect pancakes and along with the contingent of Master, KHDY\GXW\SDQVZHUHSURYLGHGIRU EH¶ÀUVWFKRLFH·IRUQH[W\HDU·VHQWU\ Senior Warden and others who were the ‘toss’ and Court Assistant Phil A suggestion that was received with tasked with the job of providing Andrew set a blistering pace that unbridled enthusiasm as most of the support, encouragement and hot gave much for the rest of the team team disappeared into the Guildhall coffees! to follow. This was successfully Crypt to enjoy the traditional lunch. Getting to know… Richard Christou, Master Where did you grow up? Just outside What brand do you most admire? Have you had a life-altering event? London to the south Amazon Appointment as CEO of ICL in 2000 :KRZRXOGSOD\\RXLQWKHÀOPRI Who is you marketing hero?? Steve Where is theth best place you have your life? Alan Sugar Jobs bebbeenen on hholiday?o Antarctica If you were an animal, you would What’s the best piece of advicevice WhWhichich bbooko would you be a… &DW²VHOIVXIÀFLHQWDQGORZ you have ever been given?? rerecommendcom people to read? A maintenance Listen more than you talk HiHHistorystory of Egypt by John Romer :KDWZDVWKHÀUVWUHFRUG\RXERXJKW What is your preferred modee DDo yyouo have a motto or a with your own money? Marriage of of communication? Email ssasayingyin that you refer to? Never Figaro – Mozart ppopointin a gun if you are not Do you have a favourite rrereadya to pull the trigger What is your favourite London tipple? Whisky building? Natural History Museum WWhWhat are your favourite :KDWZDVWKHODVWÀOP RU qququalities in other people? Which London shop are we likely to play or opera) you CCoCommonm sense, ÀQG\RXLQ"None – I hate shopping enjoyed? Meistersingers ccoconscientiousnessnsc – Wagner :KDWLV\RXUÀUVW/RQGRQPHPRU\" WWhWhatat iis your idea of misery? Feeding pigeons in Trafalgar Square What is your most trusted GGoGoinging to a football match with my grandfather news source? FT WWhWhatat is your idea of perfect Where have you had your best meal How do you get around? hhahappiness?pp Peace, quiet and a in London? Le Gavroche Walk or taxis ggogoodod book 32 marketors.org WORSHIPFUL COMPANY of MARKETORS Bookshelf David Pearson Do Good by Anne Bahr Thompson Past Master Anne Bahr Thompson is the founder products and services to the way it longer a cost, it’s an investment. But of the brand consultancy treats employees, the community Brand Citizenship is not a ‘to do list’, Onesixtyfourth and the former and the environment. People see it’s a journey. She recommends Five executive director of strategy and good citizenship in companies like 6WHSVEXWWKH\DUHQRWDÀ[HG planning at Interbrand. I met her Apple for making communication formula. And it is not conducted in a when she visited the UK to promote easier, or Walmart for making life vacuum, but in a competitive her new book Do mmore affordable. market place and if your competitor Good1. This struck a WWhen they become raises the bar, you have to respond. chord with me as it awaware that a was the theme for my ccompanyo has done +HUÀYHVWHSVDUH year as Master in 2016 babad rather than good Step 1: Trust – Don’t Let Me Down which I had written up ththey don’t rush to in my book Marketing jujudgementd but rather Step 2: Enrichment: Enhance Daily for Good is Good wwatcha to see how the Life Marketing2. So I gave ccompanyo deals with Step 3: Responsibility: Behave Fairly her a copy of my ththe problem. Thus book in return for a ththey admire Nike and Step 4: Community: Connect Me copy of hers. H&H&M for improving ththeir overseas labour Step 5: Contribution: Make Me Through her prpractices and Bigger Than I Am consultancy she has cchannellingh funds into conducted thousands Ms Thompson’s extensive research popositive efforts: of consumer was based on two lines of study. atathletic shoes for interviews over the Firstly to name the brands that were pepeople with past few years and liked and then to rank them. The ddisabilities,is or grants her book is based on result is strongly positive and she fofor environmentally these. She has found concludes that ‘brands that are susustainable fashion. that in general clear about how they advance people are drawn to companiesi MThMs Thompson has h coined the phrase society, that integrate sincere with a higher purpose and so they ‘Brand Citizenship’3 for the model she practices into their marketing and reward them with their business. In recommends companies adopt if operations, and that turn ethics into every region of the US, age group they aspire to cultivate the qualities results exemplify good Brand and socioeconomic level, customers that customers demand. The Citizenship. They do well by doing connect with brands that care research was mainly conducted in good and they will always be touted about them, their values, and the the US but Ms Thompson lived in the as leaders’. world at large. They’re more UK for ten years and uses several Endnotes committed and less price sensitive to British examples of companies that 1 Do Good; embracing brand citizenship to companies that ‘do good’. do good, particularly John Lewis. IXHOERWKSXUSRVHDQGSURÀW$QQH%DKU Thompson. Amacom 2018 %XWGRLQJJRRGLVQRWMXVWDRQHWLPH She quotes leading investors like 2 Marketing for Good is Good Marketing: A DWWHQWLRQJHWWLQJHIIRUW,W·VDQHWKRV Larry Fink of BlackRock and Jamie year in the life of a Livery Company Master David Pearson 2017 that permeates every aspect of an Dimon of JP Morgan who support her 3 Brand Citizenship is a registered trademark enterprise, from how it delivers argument that doing good is no of Anne Bahr Thompson New appointment for Professor Paul Baines Liveryman Professor Paul Baines BSc SDUWLFXODUGHYHORSLQJDZRUOGFODVV Paul will retain a Visiting Professor role (Hons) PGCHE DipM MSc MPhil PhD Masters in Management programme DW&UDQÀHOG+HZLOODOVRKDYHPRUH FIOD FMRS MAM has been which is ranked number one in the time for research and will have time appointed Professor of Political UK and eighth in the world, to produce more excellent studies of Marketing at the University of according to The Economist. Notably our political landscape. You may Leicester and will be supporting the his work on the Executive MBA remember reading Past Master Dean as the School’s lead on programme increased student levels internationalisation strategy. from 50 a year to over 300. His work David Pearson’s review of ‘Exploring For the past 12 years, Professor with the Market Research Society Cameron’s Catastrophe’ in the Baines has been building built up the MSc Strategic Marketing winter issue of Marketor – Professor SURJUDPPHVDW&UDQÀHOGLQ into an accredited Master’s degree. Baines was one of the four authors. MARKETOR SUMMER 2018 marketors.org 33 panettone went all over the world with the Italian people. It moved from being a seasonal dessert to become one of the famous and admired Italian desserts for the everyday table. it is still eaten as a special treat at Christmas, when there is not a single bar, restaurant, bakery or table without a generous slice of panettone for their guests. The colomba’s origins are obscure Italian letter… from one with many different traditions and legends being cited. The hard truth is Federica Saachi probably related to the genius of the Liveryman indulgence to another marketing and advertising manager Being back in Italy means not only being surrounded of the Motta brand at that time. He was Dino Villani who, in order not to by historic buildings, breath-taking landscapes and VWRSWKH SDQHWWRQQH SURÀWVDQGWR fashionable shops, it also means that every festival, keep the machinery running, especially the religious ones, will last longer than launched this spring desert made out anywhere else in the world. with the same dough in a dove shape, iconic symbol of the Easter period and messenger of peace. The colomba hasn’t quite made the UK For example, Christmas in Italy starts world, the one and only king of the high streets – but then it faces stiff on December 7 and lasts until table is panettone! Its origins are competition from the Cadbury’s Epiphany on January 6. During this from a Lombardy tradition. During Creme Egg. seemingly endless festive time, medieval times, the bread was people tend to be nicer and better enriched with honey and nuts to behaved. celebrate the Christmas time as a ZD\RIFHOHEUDWLQJDQGZHÀQGWKLV Friends take the chance to organise richer bread all through the history of dinners and parties and all sorts of Lombardy. happenings to get together! Companies and groups of Through the centuries, every family, colleagues enjoy time together, bakery and city had its very own forgetting their daily disputes. recipe and shape for the richer bread. Special (and fattening) guests at this festive time are sweets and more It was only in the early 1900s when sophisticated, elaborate dishes. It the famous Angelo Motta, founder feels like every mother, grandma and of the food brand Motta, started to aunt will engage their personal mass produce panettone using the MasterChef competition to produce original recipe and still unique shape. the best and most surprising meal. During the Second World War, it was Each region has its own traditional enjoyed as a cheap, rich and dishes and menus; enriched by the ORQJODVWLQJIRRGIRUHYHU\RQHDW mixture of cultures and traditions. But Christmas time. After the war when a from north to south and all over the massive migration started, St Bride’s Christmas Quiz – The Results! Thanks to all members who entered 1. b) 2014 9. c) Portland Stone the “Marketor” Christmas Quiz. We’re 2. c) 5th 10. c) 1957 pleased to announce that the winner is Past Master Dr Roger Hood, 3. c) Wynkyn de Worde 11. c) Spanish who correctly answered nine out of 12. Most popular: Hark the Herald 4. d) Cats and Dogs twelve questions about St Bride’s. Angels Sing Roger will celebrate with a sparkling 5. b) £11000 Least popular: We Three Kings gift of Bollinger Champagne – a 6. b) The Daily Courant Did you know most of them? Then GHÀQLWH0DUNHWRUV·IDYRXULWH don’t forget to enter next Christmas’s 7. b) Methuselah And for the rest of us, here are the “Marketor” Quiz to win even more answers: 8. a) Godfrey Allen celebration Champagne! 34 marketors.org WORSHIPFUL COMPANY of MARKETORS 13th Marketors’ Golf Day Ian Dockreay /LYHU\PDQ0DUNHWRUV·)HOORZVKLS 9HUXODP*ROI&OXE0RQGD\-XO\ Golf Organiser John Farrell, Chris Brooks, Drew Nicholson & Chris Beynon Once more we were blessed with The International Bankers Team 2 wonderful warm sunny weather but won the day, beating the the fact that it persisted so long International Bankers Team 1 by two before the big day meant that the points. The Tobacco Pipe Makers Verulam groundsmen worked very and Blenders were in third place, just hard to maintain the course. So, the three points behind the winners. Cliff fairways were fast, and the green Knowlden of the International was challenging but made for an Bankers had the top individual score, exciting round of golf for everyone. beating both Alan Smith from Verulam and Jeff Medlock of the Twenty one teams made the day. Actuaries by three points. Other Master, Andy Steel CEO of James Hambro & One full team, the Insurers, pulled out prizes included Nearest the Pin on Partners and Ian Dockreay at the last minute and three or four the 8th hole, won by Anthony Low of teams had late shortfalls; we were the Plumbers and the Longest Drive Thanks to all who helped with the fortunate to have a number of won by Chris Noice of the event, to Michael Harrison for liaising Verulam players on hand to make up Camberley Oaks Harlequin team. with and marshalling at Verulam, the ranks. The Putting Competition was very and to Jackie Dockreay, Diana Including a Marketors team, we had well received and James Horniman Tombs, Stewart Shuttle, Annie Brooks 18 Livery teams making up the of our sponsors won the day. and John Freeman who gave their numbers, a true sign of the fellowship time generously. We raised money for the Lord that we all appreciated on the day. Mayor’s Appeal Charities by running 7KHGD\ÀQLVKHGZLWKDVSOHQGLGIRXU James Hambro and Partners were a competition using the simulator in course dinner, attended by our our sponsors and Nicola Barber, their the professionals’ shop and all Master, Richard Christou, and his Charities Partner, headed up the entrants were tested on just how wife, Tasoulla. Numerous golf prizes promotions team on the day. Their straight they could hit the ball over ZHUHDZDUGHGDQGWKHUDIÁHUDLVHG generosity with ‘goodie’ bags and 100 yards or more. Dave Webster of a further £1,500 bringing the grand UHIUHVKLQJHQGRIURXQG3LPP·V the Tobacco Pipe Makers and total raised for the Lord Mayor’s cocktails for the golfers were much Blenders proved the most accurate Appeal Charities to £2,200. Many appreciated. The sponsors also with only 0.7 of a yard off the straight thanks to our sponsors and players entered a golf team captained by line and Rej Bhumbra of the Drapers for their support and generosity. Next their CEO, Andy Steel, coming in a came in second, off centre by only year, put it in your diary now – July 1 YHU\FUHGLEOHÀIWKSODFH 1.3 yards. at Verulam – see you there... We are an investment management boutique that looks after charities, not-for-profit organisations, trusts, families and private clients We listen carefully to the requirements and goals of each client before tailoring a proposal to their needs, including intelligent ethical investment guidance, screening and implementation To find out more, please call Daniela Jaume on 020 3817 3430 or email [email protected] www.jameshambro.com The value of an investment and the income from it can go down as well as up and investors may not get back the amount invested James Hambro & Partners LLP is an independently owned private asset management partnership and is authorised and regulated by the Financial Conduct Authority and is a SEC Registered Investment Advisor, registered office at 45 Pall Mall, London, SW1Y 5JG MARKETOR SUMMER 2018 marketors.org 35 Diary Planner 2018 7 to 9 September Cambridge Conference & Wednesday 24 October Bowden Charter Dinner weekend visit Thursday 8 November The Beauty and the Sorrow (to commemorate the centenary Saturday 22 September City Walk – Roman & Medieval of WW1) London Saturday 10 November Lord Mayor’s Show Sunday 30 September Sheep Drive across London Bridge Sunday 11 November Remembrance Service: St Bride’s Monday 1 October Election of City of London 7KXUVGD\1RYHPEHU %XVLQHVV/HFWXUH)LYH:&,7+DOO Lord Mayor, Guildhall details to follow 7XHVGD\2FWREHU &LW\/HFWXUHGHWDLOVDQGYHQXH Monday 10 December Communications Industry Carol to follow Service: St Bride’s Have you seen the Marketors’ merchandise? We have a very smart and sturdy umbrella with our insignia 8PEUHOOD H[ 33 that folds up very neatly. Also, we have the Marketors’ notebook at a very good price – it looks elegant and professional, again with our insignia on the front. Our ties DQGFXIÁLQNVDUHKLJKTXDOLW\SURGXFWVWREHZRUQZLWK pride. 6LONWLH H[33 If you have just joined our Company as a Freeman or have recently become a Liveryman, why not indulge yourself? Please send your orders to: Edward Fulbrook FCIM FIDM 3 Greenholme Court 89 Greenhill Main Road &XIÁLQNV H[33 6KHIÀHOG65( Tel / Fax 0114 237 5998 1RWHSDG H[33 Mobile 07515 011 907 [email protected] 3OHDVHIROORZXVRQ7ZLWWHU #PDUNHWRUV DQGNHHSDQH\HRQWKHZHEVLWHIRUFKDQJHVRURWKHULQIRUPDWLRQ Master Marketor: Assistant Clerk: Marketor is published on behalf Richard Christou Doreen Blythe of the Worshipful Company of E: [email protected] E: [email protected] Marketors by the Communications & PR Committee. Senior Warden: Andrew Cross Editor: Chairman: E: [email protected] Ann Goodger E: [email protected] Liveryman Alex Conabeare Middle Warden: E: [email protected] Lesley Wilson Worshipful Company of Marketors E: [email protected] )ROORZXV#PDUNHWRUV Plaisterers’ Hall -XQLRU:DUGHQ One London Wall John Farrell Design & Print: London EC2Y 5JU E: [email protected] Clerk: T: 020 7796 2045 T: 01522 529591 John Hammond E: [email protected] E: [email protected] E: [email protected] www.marketors.org www.ruddocks.co.uk