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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 Follow us @marketors Photography at the Installation Dinner by Ben Fisher ZZZEHQÀVKHUSKRWRJUDSK\FRP 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.

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