SUMMER PARTY - BACK TOGETHER AGAIN - MARKETOR Looking forward to the rest of 2021 - Worshipful ...
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MARKETOR ISSUE 88
AUTUMN 2021
Looking forward to the rest of 2021
Major new giving initiative from The Marketors’ Trust
New Letters section
SUMMER PARTY –
BACK TOGETHER AGAIN
marketors.org The Livery Company Magazine for Marketing Professionals
Editorial Diana Tombs
Editor, Junior Warden
When I took over from Middle entirely to the many and varied
AUTUMN 2021 ISSUE 88 Warden Glyn Cartwright as Editor for events that have taken place over
this issue, we had our fingers crossed the last few months. Well done to
The Livery Company Magazine that we might soon be able to meet all the Committee Chairs and Event
for Marketing Professionals in person, so I’m seriously delighted Directors.
that I’m putting this issue of the
Marketor to bed after three highly I must express my grateful thanks in
successful in-person events. First off particular to Mike Rigby who kindly
Contents the mark was the Inter Livery Clay volunteered to help with the editing
Shoot at which we entered two of this issue and to Carole Seawert
Editorial 2 who, once again, proof-read
teams, followed by the Marketors’
Welcome to our new Clerk 2 hosted Inter Livery Golf Day at everything, down to the last comma
Verulam Golf Club. A few days and apostrophe. Without their help,
The Master’s Column 3 the task of editing would have been
ago (as I write this) we celebrated
Summer party on HQS Wellington 4-6 our first truly social in-person event very daunting.
Marketors win at Inter-Livery Clay Shoot 7
with a Summer Party on board HQS We now look forward to the Autumn
Wellington on the Thames. It was season, with a packed programme
Golf in St Albans and Pebble Beach 8 wonderful! of virtual and in-person events
Interview with Baroness Martha Lane Fox 9 My main focus for this issue was to and I look forward to passing the
Interview with Alan Jope 10-11 make it as colourful and pictorial baton on to another Editor. Please
as possible and my thanks to all remember that we now feature
Marketors’ four-year plan 12-13 the contributors who worked hard a Letters section in the Marketor
Lord Mayor’s Covid-19 Award 13 and imaginatively to come up with so if there is something you feel
images to support their reports and passionate about you would like
City of London where tradition articles. It is a larger than normal to share, please send a letter to
meets modern 14-15
issue, running to 40 pages, due editor@marketors.org
The rise of ESG 16
Welcome to our new Clerk
London Careers Festival 17
Marketors’ Survey 18
Trevor Brignall
New Chairman and Trustees for
The Marketor’s Trust 19-20
Barrie Stewart Senior Warden
The run of a lifetime 20-21
Barrie’s first company went through a period of
The Marketors’ Charity Marketing career was interregnum between Clerks, Barrie
Grants Programme 21 as a police stepped in to support the Master,
Welcome to our Corporate Supporter officer, initially undertaking administrative roles
Associates from S4 Capital 22 in Tayside and organising their Civic Banquet
Police and and Annual Lecture. He remains an
Prospective members Open Evening 23 latterly in a active Court Assistant. He is also a
Welcome to our new Freemen 24-27 senior role Council member of the City Livery
in the City Club and member of their wine
Faith in the City 28-29 section.
of London
The experience of three mentors 30 Police, which Barrie has also been heavily
ignited his involved in the principal security
Outreach help Choral Directors 31
passion for industry membership body and
Archive of Market and Social Research 32 the City. On been very active on their validation
151 Regiment adopts social media 33 retiring from the regular Police, he board.
rejoined the Special Constabulary
Legal and Marketing – friend or foe? 34-35 and continued with a number of He is a keen ‘do it yourself’
specialist roles. At that time he also individual and enjoys undertaking
St Bride’s leads Fleet Street recovery 36
entered the world of private security projects in his own home and
Is Conscious Capitalism the future? 37 management and worked with a garden and those of his family.
Letters to the Editor 38-39 number of City financial institutions Barrie believes the role of the
and most recently at the City Clerk should be to serve the whole
Upcoming Events 40
University. membership of a livery company
A Freeman of the City of London and very much looks forward to
and Liveryman of the Security supporting the Marketors going into
Follow us @marketors
the future.
Professionals Livery Company since
2006, Barrie became their Master in Barrie brings high order
Summer party and Mansion House 2014. He has also acted as a Trustee administrative, communication
photography by Ben Fisher and Treasurer of his Company’s and IT skills and we look forward to
www.benfisherphotography.com Trust and is on their membership welcoming him to our Company on
committee. When his livery 1 October as Clerk Designate.
2 marketors.org WORSHIPFUL COMPANY of MARKETORS
THE MASTER’S COLUMN
The Master’s Column John Farrell
Master
In my previous column for the As I said, these in-person events are
Marketor, I asked the question in addition to our already exciting
whether 2021 will be any different… programme of online activities.
happily, it looks like it will be!
I further promised that when it was
Good sports!
safe to bring us back together As we were emerging from Covid,
we would do so and I am writing several Marketors took advantage
this piece immediately after the of the opportunity to indulge their
Marketors’ Summer Cocktail sporting passions in the form of the
Party on HQS Wellington, where Marketors’ Golf Day at Verulam
for the first time in 18 months, the Golf Club and the Inter Livery
Company had the opportunity to Clay Pigeon Shoot, where your
come together in large numbers to Marketors’ Team enjoyed more
enjoy the fellowship that makes the success than your golfers! Golfers
livery and our Company so special. will try and redeem themselves in
There is coverage elsewhere of August at The Prince Arthur Cup at
the event in the magazine, but Walton Heath.
from a personal point of view
it was wonderful for me and The rest of 2021:
for my wife, Sian, to have the
opportunity to finally enjoy in-person From a mid-year reporting
interaction with fellow members perspective, I’m delighted to
of the Company. I was particularly tell you that the Company is in
pleased to welcome some of our activities and the answer is a excellent health. Membership
Corporate Supporters and other resounding yes. Going forward I can is holding up very well and
new members for what, of course, envisage a combination of online new initiatives to introduce our
was their first taste of an in-person and in-person event activity, which Corporate Supporters and Future
Marketor event! makes the Worshipful Company of Marketors are progressing well also.
Marketors’ programme the envy of I want to thank every Committee
So far, so good!! all. In the first half of this year, the Chair who has contributed
online programme of traditional
My year as Master seems to be massively to the success of the
events and new stimulating debates
rushing by, but happily the events Company so far this year; without
has created great interest and
programme keeps on delivering all of your voluntary efforts the
there is no reason whatsoever why
social, sporting and professional these shouldn’t continue in parallel Company certainly would not be in
events for all members’ tastes. with the reintroduction of in-person the great shape it enjoys today.
events, including Great Events. I appreciate that the last year has
The Marketing Leader Series has
On the subject of Great Events, I been a tough one for many of
continued, with rave reviews for
am pleased to confirm that in the our members but I hope that the
both Alan Jope (Worldwide CEO,
second half of 2021 we will have: future will see further cause for real
Unilever) and Martha Lane Fox. They
both provided wonderful insights - The Bowden Charter Dinner optimism and many opportunities
into what it takes to be “leading on Tuesday 5 October 2021 at for us to reconvene in our traditional
from the front”, and the Marketing Haberdashers’ Hall. style.
Leader Series continues to reinforce
- A glittering Christmas event at the For sure there has never been
the stature of our Company.
Mansion House, in all likelihood a better time to be part of a
Many people have asked me in the company of the new successful, supportive and
whether we will continue with Lord Mayor, Alderman Vincent stimulating livery company. Your
our programme of online event Keaveny, on Friday 10 December. Worshipful Company of Marketors!!
Congratulations to our Assistant
Clerk Doreen Blythe
Liveryman Doreen Blythe celebrated her 10th anniversary
as Assistant Clerk to the Company earlier this year. Master,
Wardens, Court and all members join in congratulating her
and acknowledge our gratitude for her sterling service and
contribution. We are delighted that Doreen will be staying on in
her role.
MARKETOR AUTUMN 2021 marketors.org 3
SUMMER PARTY
Return to live events!
Marketors light up the Thames with Martin Ashton
Liveryman & Chair of
our first in-person event for 18 months Events Committee
On a balmy summer’s evening in speakers such as Sir
July, over 80 Marketors and their Martin Sorrell, Alan
guests finally met up again in Jope and Baroness
person for an evening to celebrate Lane Fox and the
Fellowship and Livery. It may have Series will continue
been a long time coming but it was with more business
so good to meet old friends, make leaders to come. The
new friends and realise just why the Master also welcomed
Worshipful Company of Marketors is our Corporate
so special to everyone associated Supporters who
with it. were in attendance
– S4 Capital, James
Who would have thought back in Hambro and
January 2020 just how the world, Accenture. The plan
and indeed our own lives, would for the second half of
change so dramatically? Time the year is for more
now to put all this behind us and to in-person events
‘meet again’. including two Great
Events – the Bowden
The HQS Wellington, the
Charter Dinner in
Headquarters Ship (hence HQS) of
October and Mansion
the Honourable Company of Master House in December
Mariners, proved to be the perfect with, hopefully,
location for a drinks party. We could the Lord Mayor in
overlook the sights of London on the attendance.
Thames and appreciate just how they face going forward but, come
good it was for the Marketors to be The Master then introduced
what may, 151 remain ‘ready to
back in person. Lieutenant Colonel Deborah
do what is required’ for the greater
Taylor, Commanding Officer of 151
The Master made a short good. Colonel Debs then presented
Regiment Royal Logistics Corps
announcement thanking an award to Court Assistant Keith
and presented her, on behalf of
everyone for their patience and Rowland for his services on behalf of
the Company, with a specially
the Company to 151 Regiment.
commitment during what had commissioned decanter to thank
been an exceptional and difficult 151 for all their great work during Back to drinks and onto the top
period in the Company’s history. He the pandemic. Colonel Debs deck, to enjoy a blood red moon
mentioned the Marketing Leaders thanked the Master and spoke of over the sights of London on the
Series which has, over the last the challenges that 151 had faced Thames and enjoy the company of
six months, featured world class over the last year and challenges Marketors and their guests.
4 marketors.org WORSHIPFUL COMPANY of MARKETORS
SUMMER PARTY MARKETOR AUTUMN 2021 marketors.org 5
SUMMER PARTY
The Master Marketor presents a specially commissioned Colonel Debs presents a special award to Court Assistant Keith Rowland
decanter to Lieutenant Colonel Deborah Taylor, Commanding on behalf of 151 Regiment for his services on behalf of the Company
Officer of 151 Regiment in recognition of
their great work during the pandemic
6 marketors.org WORSHIPFUL COMPANY of MARKETORS
CLAY SHOOT
Marketors win the Glorious Twelfth Team Cup
and £1,000 for charity at the 2021 Inter-Livery
Venetia Howes
Clay Charity Shooting Day Past Master
PM Andrew Cross holding Cup aloft
Marketors teams L-R back John Curtis, Steve Pailthorpe, Roger Howes, Chris Kitto,
Andrew Cross. Front Roshni Lillies, Venetia Howes, Anne Curtis
‘Novices’ L-R: Afo’s partner Sarah, Freeman
Everyone watches John Curtis in action, learning for when it’s their turn Afo Babatunde and Liveryman Ruchira Neotia
It’s one of the largest shot-gun Our team members had assembled The top team prize of a splendid
shooting events in the country. on 1 May for a practice, where we silver cup and £1,000 to the
More than 400 people in about 115 were joined by three novices trying charities of the recipients’ choice is
teams from 80 livery companies their hand at clay-pigeon shooting awarded to the team that comes
competed over two days in June, for the first time. 12th. This is part of the organisers’
raising money for the Lord Mayor’s strategy to avoid the same
Charities, among others. On the day of the event, Marketors teams always winning everything
A comprised Past Master Andrew (the Gunmakers, as a random
The Marketors have taken part for
Cross, WO2 Chris Kitto of 151 example!). Our prize money will be
at least 12 years, always in the spirit
of fun rather than competition. But Regiment, Roger Howes and John shared between The Marketors’
this year we hit the jackpot. Our Curtis (husbands of Venetia Howes Trust and two charities supporting
A-team won the Glorious Twelfth and Anne Curtis). Marketors B the homeless, one in the City and
Team prize and Liveryman Anne were Past Master Venetia Howes, one in Croydon, home of 151
Curtis came third in the individual Liverymen Anne Curtis and Steve Regiment, one of whose Warrant
Ladies’ Competition. Pailthorpe, and guest Roshni Lillies. Officers shot in the winning team.
MARKETOR AUTUMN 2021 marketors.org 7
INTER LIVERY GOLF
Golf in St Albans and Carole Seawert
Pebble Beach, California
Court Assistant &
Golf Day Event Director
Everyone agreed: it was great to
be back. After last year’s enforced
cancellation, the 15th Marketors’
Inter Livery Golf Day took place on
Monday 5 July. As usual, our hosts
were Verulam Golf Club in St Albans
and, as usual, it was a warm, sunny
day.
104 participants
We welcomed a record 26 teams
this year, who were a mix of regulars
and first timers from right across
the livery world. We also invited
a team from our military affiliate,
151 Regiment Royal Logistic Corps.
Verulam Golf course
Other non livery teams were James
Hambro & Partners who had kindly
agreed to sponsor the event once with the WC of Makers of Playing Marketors, work colleagues, clients,
again, Whiteoaks International, and Cards coming second. family members or friends.
Verulam Golf Club. • The individual with the highest A big ‘thank you’ to Past Master
score was Gareth Thomas from Michael Harrison who, as in previous
Master John Farrell, Liveryman
the Environmental Cleaners. In
Andy Robinson and Liveryman years, was instrumental in putting
second place was David Brown,
Richard Mayer captained the three this event together. Thanks also
also from the Environmental
Marketor teams. And Freeman go to a superb team of volunteers
Cleaners.
Charles Doyle made up the fourth on the day who helped the
person of a guest team which was a • The putting competition was won competition go so smoothly: Junior
player down, due to self isolation. by Tony Jarvis from the WC of Warden Diana Tombs, Liveryman
Framework Knitters.
Stewart Shuttle and Liveryman
Ryder Cup Challenge • The Ryder Cup Challenge was Christine Hodder. And our thanks
As in previous years, players had won by Ted Rees from the WC of finally to our sponsors, James
other competitions, in addition to Information Technologists. Hambro & Partners.
the round of 18 holes, to test their
skills: the putting contest and a Golf Day 2022
‘virtual hole’ Ryder Cup Challenge. This is the only inter livery event
Entrants to the virtual competition hosted by the Marketors and it’s a
donated a £10 entry fee in aid of great profile raiser for the Company,
the Lord Mayor’s Charity Appeal. as well as an ideal (and informal)
This time, the on-screen challenge way to meet many of our livery
was the 7th hole at Pebble Beach, colleagues. It’s also a hugely
dangerously close to a sheer edge popular day within the livery. As one
that dropped down to the Pacific of our guests told us: ”It really has
Ocean. Several of the golf balls become one of my favourite golfing
ended up in the waves with a loud events. Beautifully organised, great
computerised splash. course, excellent facilities.”
With the entry fees to this Ryder If any Marketor
Cup challenge, plus the proceeds would like to
of a raffle, we succeeded in raising take part next
over £1,600 on the day for the Lord year and enjoy
Mayor’s Charities. a fun day Master Marketor’s Team
on the golf
Grateful thanks go to Sopwell course, please
House, James Hambro & Partners contact
and Verulam Golf Club for providing carole@
the raffle prizes. seawert.co.uk
Your three
The results other team
• The 2021 winning team was the members Is that the Master in a
mobility scooter?! Team winners: Environmental Cleaners
WC of Environmental Cleaners, can be fellow
8 marketors.org WORSHIPFUL COMPANY of MARKETORS
MARKETING LEADER SERIES
Interview with Baroness
Lane-Fox of Soho CBE Christine Hodder
Liveryman & Event Director
pointed out ‘Thank goodness she have legislators and policymakers
did!’ who understand enough about
As Chancellor of the Open technology to change regulation
University the remote learning effectively.
business model that it has used for In Martha’s role as Chair of
years has never been more relevant ‘WeTransfer’, we learned that it
post pandemic. Martha had read has a community of 75 million users
recently that anyone under 50 and believes it has an active role
would have 11 to 15 careers in their to play in society. The company
lifetime and a 21-year-old is likely to aspires to be a leader and a
have 48 to 50 careers. As skills need symbol in how to run a successful
to change through a working life, technology company, mindful
learning remotely means the Open of the consequences of putting
University has never been more purposeful growth ahead of growth
Martha Lane Fox – businesswoman, relevant. at all costs.
philanthropist and public servant In response to a question on Martha also discussed her role
– was the co-founder of the iconic Martha’s role as a Board Member as Chair of the House of Lords
Lastminute.com. As revealed in of Twitter and the role of social Committee, looking at the long-
the interview, the original business media when it comes to abuse, term implications of Covid and
plan in 1998 was simple: to launch a Martha argued that different making recommendations on how
website and use a fax machine to platforms are different in size and Britain can best recover from the
make the bookings! The pioneering scale and hence in the level of crisis. This has been a huge task
spirit of this business changed the responsibility the company has that involved reaching out to the
use of internet forever and, by the to society. Her view is that the public for their views to inform how
time Martha left in 2005, her legacy response to abuse from social the committee saw their concerns.
in the digital marketing space media platforms will need to be two The report has focused on three
was secure. part – firstly, increased responsibility areas (i) hybrid nature of living (ii)the
from the providers to manage long-term implication on parents
The Master’s interview touched
and verify content and secondly, and families, particularly looking at
on the many aspects of Martha’s
more regulation from global children born just before or during
incredible digital career - she serves
governments. She reassured us the lockdown and (iii) the shifts in UK
on the Boards of WeTransfer, Twitter
that Twitter takes its responsibility to towns and cities.
and Lucky Voice, to name but a
abuse very seriously.
few. In 2019, she was named the Martha believes working from home
most influential woman in digital S triking the balance between was a trend pre pandemic and,
for the last 25 years and made freedom of expression and post pandemic, there will a trend
a crossbench peer in 2013. Her the role of social media is a for more hybrid working but that
journey is even more remarkable cultural sensibility across different working from the office is far from
in that she has had to rebuild her jurisdictions. While believing in both dead. For a start, half of all jobs in
life and career after a serious car personal responsibility and the the UK cannot be done from home
accident in 2004. responsibility that platforms have, and that won’t change.
Martha reminded us that we are
There were many highlights of the witnessing every kind of human On her legacy, Martha hopes she
Master’s Interview with Martha. behaviour online and that no shows that if you work hard and
Her appointment by the then technology can hope to stop all are kind to people you can be
Prime Minister Gordon Brown as negativity. We have had enormous successful in the things that you
Digital Champion for the UK led shifts in a blink of an eye and a choose to do. She has tried to live
to the launch of GOV.UK. She was decade from now we will see how by that mantra herself and she is
also the author of Manifesto for it has all played out and by then much more concerned to have that
a Networked Nation, leading the we may have better regulation as a legacy than anything else.
challenge to increase British internet with new societal norms. Legislation You can watch Martha’s interview
engagement – and considering always takes a while to catch up with the Master in full on the
the last 18 months or so, the Master with reality and we currently don’t Members’ site under Events.
Some of the comments received a Marketor physical event as a presents in the NOW world.
after the event: speaker in the future. Excellent - the spirit of an
She has vast experience and, Excellent content from both sides. A entrepreneur!
displays balance in her views. true inspiration and certainly a trend Excellent and inspiring individual
What an absolute pleasure of an setter of diversity, style and vision. covering an almost impossible
hour! Would love her to come to It is good to have someone who range of expertise.
MARKETOR AUTUMN 2021 marketors.org 9
MARKETING LEADER SERIES
Interview with Alan Jope,
CEO of Unilever Joanna Elliott & James Kelliher
Whiteoaks International
Global consumer marketing in the era of Covid and social responsibility
Heightened social and He said the commitment to revenues of €3.5bn and its staff is
environmental concerns, rapidly sustainability was why Unilever uses two-thirds Chinese nationals. But he
advancing digitisation and advanced AI technology to track admitted that Unilever had made
marketing mistakes were among the source of vital ingredients, such some notable marketing mistakes,
the many topics addressed by Alan as palm oil. Sustainability was also most recently with two beauty
Jope, the CEO of Unilever, during his a strategic advantage, reducing and haircare brands that had
interview conducted by the Master exposure to major adverse events caused offence in the context of
as part of his Marketing – leading through diversity of sourcing and the Black Lives Matter movement.
business from the front series. helping attract talented young The company had immediately
people to a business not solely stepped in to correct them and was
As the boss of one of the world’s
driven by profit maximisation. ready to hold up its hand.
largest and most geographically
He said human diversity is also
diverse consumer goods businesses Jope believes the global shift to
important to Unilever, with women
with a presence in 190 countries, e-commerce stimulated by Covid
now occupying 51 per cent of its
Jope has unique insights into is here to stay, as part of the
14,000 managerial roles.
marketing. Besides being at the growing digitisation “of everything”
helm of a business that employs Sustaining success through including where large corporations
150,000 people and has direct effective marketing is also a like Unilever spend on media.
relationships with up to four million vital priority, with two-thirds of Fundamental principles about
producers and farmers, Jope is Unilever’s executive team having understanding consumers and what
also on the international business marketing backgrounds. “We are a they want still nonetheless apply, he
council of the World Economic company of brands, and people in stressed. Successful marketers still
Forum and chair of Generation aggregate need to be sufficiently need to be curious about the world
Unlimited and vice chair of the skilled in marketing,” he said. around them.
Unstereotype Alliance, which are
Campaigns to be proud of Other long-term effects of
both organisations with a strong
the pandemic would be felt
social agenda. Campaigns by Unilever brands in hybrid work patterns and
He began his career with Unilever that have given him most pride acceleration of digital technology.
in 1985, later working in leadership include the Domestos-driven push Unilever was already reaping
roles in North America and Asia, to increase sanitation, installing substantial efficiencies from the
including doubling the size of the and providing access to 28 million implementation of cutting-edge
business in China, before becoming clean and safe toilets. Dove has technology such as digital twins
head of the beauty and personal generated 70 million conversations and was exploring the use of AI
care division. with girls about improving self- and ML (Machine Learning) for
esteem. Hellmann’s is addressing the creation of new products. He
Sustainability is good for food waste and Lifebuoy is did not, however, believe working
everyone saving lives through educational from home would continue on
campaigns on the importance of its current scale. Evidence from
Throughout the course of the handwashing. Unilever has also Microsoft had shown that while
conversation, it was clear how invested €100 million in a fund for business and personal networks had
important sustainability and social female black and minority ethnic held up during the pandemic, new
responsibility are to Jope and to entrepreneurs in the US, who networks for collaboration were not
Unilever. “The thing I feel most find it difficult to raise money. “It emerging.
strongly about is the false paradox shows what a fantastic profession
about the existence of a trade-off marketing can be because we “Marketing is changing so fast,” he
between sustainability and financial have the opportunity to change said. “It bears no resemblance to 30
performance,” he said. “The our social norms with our brands. years ago when I started. The pace
minute businesses feel they have to Way beyond the boardroom and of technology is such that if you
compromise to do the right thing, P&L, marketing can be hugely snooze a bit you will fall behind. But
the model of sustainability goes out influential on society,” he said. the fundamentals still apply – you
of the window.” must have customer insight.”
“We have found that when we put
Successes and mistakes
brands on a sustainability agenda From a marketing perspective,
they grow faster because they are success in China when he was
more aligned to the consumers of there had been built through focus
today and tomorrow. We have also on a core portfolio of brands and
saved about €1bn of costs through on significant investment in local
responsible sourcing.” talent. Unilever China now has
10 marketors.org WORSHIPFUL COMPANY of MARKETORSMARKETING LEADER SERIES
Audience Q&A with Alan Jope
Q: I teach the basics of marketing consumer and the challenges this
such as market segmentation and creates for brands (Mark Beales)
strategic marketing planning (as
A: Need to think about different
well, of course, as positioning and
forms of ecommerce – pure play,
branding and all the other stuff).
omni-channel, direct-to-consumer,
In Alan’s experience, have the
B2B. Each requires a different
foundations of marketing become
portfolio which is the most difficult
less important given the inroads of
challenge. In general, the north
‘digital’ into the marketing domain?
star is to go for high value density.
(Professor Malcolm McDonald)
ecommerce will be at least 50% of
A: The basics are MORE important in Unilever’s growth for the next few
a fragmenting and complex world. years!
Segmentation, the 4/5/6 Ps, etc.
But clarity of proposition stands out Q: Can Alan please comment on
as still the single most important the three words on everyone’s
principle and big, enduring creative lips this week - NO, not Super
ideas as the scarcest assets. Champions League - but Colin
the Caterpillar and the impact on
Q: What role do you see for ‘Direct brand value being destroyed by Q: With a large and well diversified
to Home’ channel development in copycat products? (Senior Warden product range, do you believe
FMCG. Do you think manufacturers Trevor Brignall) there are still desirable gaps in your
like Unilever will get more directly portfolio which you would like to
A: Copycat products are hugely fill? (Jim Surguy - ex Unilever Grad
involved in this? (Ankur Shiv
damaging to brands and trainee)
Bhandari)
businesses. And, depending on the
Q: Do you see home delivery in type of product, there’s also a risk A: Yes … Hygiene, Skin Care, Health
the future for Unilever products, to consumers who may think that & Wellbeing, Luxury Beauty, and
bypassing the retailer? (Chris Griffin) copycats are of the same standard Plant Based Foods.
or have the same ingredients.
A: We call it ‘Direct to Consumer’. Q: Question from me is whether
It will get more important over or how ESG considerations are
Q: To date western consumer
time. It all comes down to the built into the Unilever business?
brands have grown strongly in
economics of CAC:LTV, and Churn.
China for several decades. When, Particularly for a younger cohort
For FMCG, it works best for very
if ever, do you think we will start to who seek these qualities out. For
premium products (and so basket
see Chinese consumer brands in the example, do you have a specific
sizes over £50) or recurring-revenue
West? (David Haigh) target around plant based or
subscription models.
A: Great question. At the moment, cruelty free products? (Omaid
Q: Where is Unilever in adopting there is so much domestic growth Hiwaizi)
digital advertising, how important that international expansion is a A: We have a whole host of
is it to your future and what are the distant second priority. But lookout commitments from tackling climate
challenges? (Tim Brown) in a few years’ time.
change to building better societies,
A: Incredibly important. Digital including our work on plant-based
Q: How do you manage the
is now about half our ad spend. and cruelty-free… https://www.
relationship between your values as
Across all categories. Highest in unilever.com/planet-and-society/
a company and the cultures which
China, lowest in countries like India.
you serve? Is there a developmental Q: With my Cranfield hat on, what
But even in India it is already over
process in place? (Richard Martin) knowledge, skills and behaviours
20% of spend. A big challenge
is navigating online privacy. It’s A: Easy. Our company values are business school graduates
imperative to understand that just are non-negotiable. To use a not coming to you with - ie what
as consumer data is critical, so controversial example, LGBTQI+ do I need to do re teaching and
is handling privacy responsibly. rights are absent, even criminalised, learning? (Stan Maklan)
Changes are happening due to in some countries that are massive
consumer privacy concerns and for Unilever e.g. Indonesia. Our A: The skill of learning, unlearning,
the industry needs to be conscious value of Respect, which means and relearning is still in short supply.
of this when deploying any form of being very inclusive, means that we Our best people are curious about
data-driven marketing. welcome the LGBTQI+ community the world around them and are
inside Unilever Indonesia – and constantly re-skilling… especially
Q: Interested to hear about the anyone who has a problem with in the digital, data, and infotech
growth in ecommerce and direct to that is not the right fit for Unilever. space.
MARKETOR AUTUMN 2021 marketors.org 11FOUR-YEAR PLAN
New four-year plan for the
Marketors’ Company Trevor Brignall
Senior Warden
• Complimentary access for media for recruitment activities
Introduction members to City Lecture (for – particularly as the marketing
In 2019 the Company’s Court example, Tim Delaney of Leagas profession is moving increasingly to
approved ‘The (Re)-Forming our Delaney gave the lecture in 2019) a digital world.
Future’ strategy. This plan centred • Complimentary access for up
The Four-Year Plan also highlights
on the Company’s future shape to two Great Events (including
Committees working closer together
and priorities – the agreed key Mansion House) per year
to enhance the membership
imperatives being to: • Option to purchase up to ten
journey, from being offered a
additional tickets for company
• selectively widen the target ‘buddy’ on joining to an integrated
use at Great Events
Fellowship programme that
membership market • Access to Marketors’ Professional
reinforces that ‘full membership’ is
• increase membership numbers, Mentoring Programme (as both
achieved by taking the Livery (as
while retaining quality mentors and mentees)
Freedom is only the first step of the
• maximise retention • Invitation to one networking
journey).
dinner per annum for Associate
Earlier this year, the Court approved
Liverymen, with Master, Wardens In terms of membership quality,
the Company’s Four-Year Plan to
and Past Masters several initiatives are already
deliver the first stage of its long-term
• Access to all events in the underway and delivering results.
strategy. This plan, summarised
Company’s annual programme, These will be augmented during the
below, contained detailed activities life of the Plan.
e.g. Inter-Livery Golf Day,
devised and agreed with each
webinar programme on latest
Committee for the current year. In addition to continuing our new
marketing issues, industry speaker
initiative to target the people on
In addition to specific Committee programme, City Walks, Lord
the list of the UK’s top 100 marketers
activities, the Committees will Mayor’s Show as well as City
we will liaise with the CIM to
enhance their inter-working to Civic and Social events, and peer
encourage recruitment from their
create additional synergies for the discussion.
senior (Fellowship) membership.
Company and its membership. We will also hold exclusive events
Future Marketors
for senior marketing executives to
Selectively widen the This initiative targets younger people enable them to learn more about
who do not currently meet the the Company.
target membership Company’s entry requirements.
market The Leadership Programme, led by
The trial of a ‘Future Marketors’ the Master will:
programme, begun in 2019/2020,
The Corporate Supporters is envisaged to lay the foundations
i) support the belief that the
Company can engage with
Programme for the Company to build its own
world-class ‘captains of industry’
membership pipeline to supplement
The Corporate Supporters the work of the Membership ii) bring the Marketors to the
Programme will be exclusively Committee. attention of the wider industry,
limited to five organisations. especially senior marketers,
The group will organise its own
Each Corporate Supporter will have enhancing the Company’s
events programme but, subject
the opportunity to associate with standing with the latter
to space availability, will be able
the Marketors’ Outreach, Mentoring to attend Company events. The iii) gain coverage in the trade press
and Awards programmes. The Future Marketors programme and Marketor.
relationship between these also offers participants access to
organisations and the Company will the Company’s Mentoring and
seek to work on wider industry issues. Outreach offerings.
Communicating internally
Each Corporate Supporter is invited
and externally
to nominate three Associate Increase membership
Liverymen (Senior Executive Level) During the life of the plan,
numbers, while retaining the Company will inform the
and two Associate Freemen
(younger executives/ talented
quality membership, the City, professional
marketers) for approval by Court. marketers, and professions related
The Four-Year Plan seeks to increase to marketing about the Company
These organisations will be eligible membership numbers while and its activities through consistent
for two free advertisements in retaining quality. messaging and articulation of our
Marketor Magazine, and its online competitive value proposition
Post-Covid lockdown, the Company
versions, and have the first option on designed to appeal to target
will resume holding in-person Open
corporate sponsorship opportunities. membership segments.
Evenings for prospective members.
Our Associates will receive the In addition, the Four-Year Plan As the Company enters an
following: envisages an increased use of social increasingly digital age, it will
12 marketors.org WORSHIPFUL COMPANY of MARKETORSFOUR-YEAR PLAN
maximise social media channels for
recruitment and communication Enhancing the Reaching out beyond the
and regularly review its website membership journey Company’s membership
while delivering an effective public
relations programme, including While continuing to provide
For all new Freemen, we will set the
the notable successes of the mentoring services to Company
expectation that Freedom of the
Company’s Committees, through members, the Mentoring
Company is only the first step of the
our relationship with Whiteoaks. Committee will build on its successes
journey. The ‘buddy’ system for all
We will ensure the Marketor new Members will be strengthened providing mentoring to University
magazine remains relevant and will and enhanced, and we look to students, early-stage careerists and
further develop our internal email involve new/recent members in experienced marketing executives.
communications. Committees. In addition to The Company’s successful
Committee involvement, Company Outreach and Awards programmes
We’ll also continue to preserve the
members will be encouraged to are planned to go from strength
Company’s history and ensure these
play a part in the wider Livery and to strength, both seeking to widen
records are available digitally to
City Civic. their current areas of activity and
members.
In terms of activities, we will create prioritising organisations to target
a minimum of three Special Interest that are aligned to the Company’s
Events key founding principle of using
Groups and formalise ‘Class of Year
…’ to encourage fellowship among marketing to benefit others.
The Company will promote and
members who joined the Company Our Education & Knowledge and
deliver a programme of high-quality
in a specific year. Law & Marketing Committees
events that are well managed and
maximise attendance. During the life of the plan, we will will continue to provide valuable
maintain progress to increase the insights that address key industry
During the Four-Year Plan, matters and offer the opportunity
number of Liverymen while leaving
the Company will continue to work with external organisations
‘headroom’ for senior industry
to support events initiated by and other livery companies to jointly
entrants – enhancing the positioning
AFCC, Membership, Fellowship, hold lectures and seminars.
of Livery as aspirational. We are also
Livery, Education & Knowledge
planning to hold Livery only events. In addition to strengthening our
Development, Law & Marketing and
Future Marketors Committees. Additionally, the wider services relationship with 151 Regiment RLC
from the Almoners, Mentoring and St Dunstan’s, we look forward
and St Bride’s will be more widely to re-establishing our relationship
promoted to the membership in a with HMS ST ALBANS once its refit is
post-Covid environment along with completed.
the support from other areas of the
Company.
Marketors Outreach Project wins a Lord Mayor’s
Andrew Cross
Covid-19 Livery Award Past Master
At the end of 2020, livery companies were invited to recommend a
member of their Company to be recognised for the contribution they
made during 2020 in support of the City and communities impacted
by the Covid pandemic. Companies were encouraged to identify
someone who merited recognition for what they had done during the
year to address or mitigate the particular challenges provoked by the
pandemic, which had a positive impact on communities affected by
Covid.
On 19 July 2021, the first day of lockdown easing, the Lord Mayor
hosted an award ceremony and reception at Mansion House. Among
the 26 livery company members who received awards was Liveryman
Peter Rees. He was accompanied by his wife Ridade and our Clerk,
John Hammond.
The award was given for Peter’s contribution to the Outreach
‘Marketing for Charities programme’. This is a series of 15 briefing videos
which, together, provide eight hours of training for those who work
with, or for, charities and related organisations. This free training was
promoted and made freely available earlier this year to all other livery
companies and many not-for-profit organisations.
MARKETOR AUTUMN 2021 marketors.org 13CITY OF LONDON
The City of London Corporation Adrian M. Bastow
where tradition meets modern Common Councillor
Liveryman
Photo credit: Tristan Surtel - Own work, CC BY-SA4.0
Since becoming a Common Police and the Common Council
Councillor for Aldersgate Ward l is the police authority. The maintained primary school, two co-
have been really surprised at the City Corporation also runs the sponsored academies and three
breadth of the remit of the unique Hampstead Heath Constabulary, independent schools that the City
City of London Corporation and, Epping Forest Keepers and the City of London Corporation supports.
in addition to representing my of London market constabularies The London Port Health Authority,
Ward, l have enjoyed a whole new (whose members are no longer which is the responsibility of the
range of experiences and had the attested as constables but retain Corporation, is responsible for all
opportunity to meet some truly the historic title). Additionally, it port health functions on the tidal
inspirational people. owns and helps fund the Old Bailey, part of the Thames from Teddington
the Central Criminal Court for to the Estuary including various
The work of the City of London
England and Wales. seaports and London City Airport.
Corporation is principally carried
out through an extremely diverse Through the City of London Its remit includes food and feed
range of committees ranging from Academies Trust, which currently imports as well as infectious disease,
Finance to Policing, Licensing illness or death on board a vessel or
oversees four secondary
to Markets, and Port Health & aircraft! The Corporation oversees
academies, three primary
Environmental Services to Planning the running of the Bridge House
academies and one sixth-form
and Transportation. Estates, which maintains London
centre, the City Corporation strives
Bridge, Blackfriars Bridge, Southwark
Within the City, the Corporation to “provide world-class experiences
Bridge, Tower Bridge and the
owns and runs both Smithfield and deliver exceptional
Millennium Bridge.
Market and Leadenhall Market educational outcomes”. The Trust’s
but it also owns land beyond its academies work closely with one I was also fascinated to learn that
boundaries, including open spaces
(parks, forests and commons)
in and around Greater London,
including most of Epping Forest and
Hampstead Heath. Old Spitalfields
Market and Billingsgate Fish Market,
in the neighbouring London
Borough of Tower Hamlets, are also
amongst its real estate portfolio.
Indeed, the development of the
new combined fish, meat and fruit
and vegetable markets on the
former Barking Power Station site
is a strategic decision recognising
the need to relocate to provide
improved access.
The City has its own independent
police force, the City of London
Photo credit: Mark Allen/LSO/Barbican
14 marketors.org WORSHIPFUL COMPANY of MARKETORSCITY OF LONDON
the Corporation runs the Heathrow originates from a time before
Animal Reception Centre, which is maps were commonplace
the Live Animal Border Inspection and the custom was used
Post for Heathrow airport. The as a way of passing on the
Centre has been a world leader in knowledge of where the
the care of animals during transport parish boundaries lay. The
and both receives and cares for south boundary of the parish
millions of animals including fish, is mid-stream in the Thames,
reptiles, zoo animals and pets. but that doesn’t deter the
beating party from their task
The City is the third largest UK and each year the party
patron of the arts. It oversees the board a boat which takes
Barbican Centre and subsidises them out onto the river to
several important performing arts beat that boundary mark.
companies. After they return to the shore
Amongst its many functions the the procession moves around
City Corporation is one of the the parish, stopping at various
largest funding charities in the points for the beating party
country. Through the City Bridge to mark the boundaries with
Trust, the funding arm of the Bridge canes.
House Estates, surplus income after Incidentally, our Marketors’
meeting its responsibilities for the church, St Bride’s, also
maintenance and replacement of performs the Beating the
the bridges is used for charitable Bounds and at times members
purposes benefiting the inhabitants have joined in. Photo credit: Spitalfields Life
of Greater London. Since 1995 a
staggering 8,000 grants totalling The City of London Corporation fleet of Electric Refuse Collection
over £400 million have been also strives to be modern, forward Vehicles collecting residents’ waste
thinking and innovative and one and recycling in the Square Mile.
awarded.
example is the Green Finance There are approximately 100
The Lord Mayor’s Big Curry Lunch Initiative which was launched Common Councillors serving a
has grown since it started in 2008 in 2016 in partnership with term of four years and as most
and today is one of the most government. The initiative brings committee meetings take place
popular annual fundraising events together international expertise during the daytime it helps if you
supporting the veterans of her from across the financial and can control your own diary. I was
Majesty’s Armed Forces who have professional services sector and also attracted by the fact that to all
served in Iraq and Afghanistan. aims to: intents and purposes “party politics”
Not deterred by the Covid-19
• provide public and market do not play a role.
pandemic, the 2021 Lord Mayor’s
Big Curry Lunch evolved into a very leadership on green finance Without a doubt as a Common
successful series of online virtual • advocate for specific regulatory Councillor one gets to experience
fundraising events and activities. and policy proposals that might things, take part in traditions and
enhance the green finance visit places that you would not
There has always been a balance normally have access to; it also
between innovation and tradition. sector worldwide
affords the opportunity to meet
One such tradition is the mediaeval • promote London and the UK as dignitaries and a whole host of
post of ale-conner. An ale-conner a leading global centre for the interesting people that otherwise
is an officer appointed to “ensure provision of green financial and may not have been the case.
the goodness and wholesomeness professional services.
of bread, ale, and beer, as well as
regulating the measures in which Other practical examples of
they are sold and their prices”. the City Corporation’s green
Needless to say this sounds very credentials include Beech
interesting but alas l discovered Street, much of which runs
underneath the Barbican,
that whilst the City of London still
being restricted to zero-
has four serving ale-conners the title
emission vehicles, cyclists and
is now but a sinecure!
pedestrians for an initial trial
Beating the Bounds is another for 18 months, while air quality
tradition which is maintained each and traffic are monitored.
year on Ascension Day close by The City Corporation
All Hallows by the Tower, the oldest also became the first UK
church in the City of London. It governing body to run a full
Photo credit: Justin Grainge, Financial News
MARKETOR AUTUMN 2021 marketors.org 15ESG
Tell us who you are James Kelliher
– the rise of ESG Liveryman &
CEO Whiteoaks International
There has been a distinct rise of It’s a commitment
‘humanisation’ in the past 18
months. The upsurge of Zoom For many organisations, it’s not
meetings as a replacement for enough just to have that ESG policy
face-to-face contact has shed a in place and the plans around it
little light into the previously murky to make it a reality. Those values
private lives of our clients and and behaviours associated with
colleagues. The result: we’ve all ESG should be communicated to
become a bit more accepting all stakeholders, starting with staff
and we’re seeing the more human and branching out to partners,
side of business. Especially in the suppliers, clients, prospects and the
B2B environment. We’ve also wider ecosystem. It’s not enough
seen a massive move toward to have a blog every six months
embracing ESG (environment, or a static page on the company
social, governance) driven in no website. Communicating values
small part by the fact that we are is a continuous and evolving
more human and we expect the commitment.
brands we do business with on both
the business and personal front to
It’s two way
show their human face and act Like most endeavours, ESG requires
responsibly. talk and action. But it also requires
This has gone beyond choosing listening. Taking the temperature
responsibly sourced food at the of the market, of audiences and
local supermarket. Instead, an understanding what challenges
increasing number of customers they are facing means brands can
want to work with businesses that tailor content and messaging to
share their values. Which is where address that, build rapport and
Photo credit: DNK.PHOTO on Unsplash
ESG is starting to play a huge role. trust, and ensure engagement is
authentic.
We recently created a report on Moving forward
this topic, based on qualitative Making connections
interviews with business leaders and It will take a while before every
discovered five key themes that With emotion playing a role in B2B brand is on the same page when
resonated. purchasing behaviours now more it comes to developing, living and
than ever, this is the time for brands communicating an ESG policy.
ESG as standard to show their customers who they In the meantime, the companies
Moving forward, ESG is a given. are. Make those connections; talk that are well into the process will
It’s a standard that brands expect about their values. People buy from have a distinct advantage over
from their partners and suppliers. people. More than that, people buy their competitors – only if they’re
Companies are taking this seriously from people whose values reflect doing the doing, embedding their
– a sentiment reflected in the rise in their own – a sentiment that came values and making those human
roles globally related to ESG such as across strongly in our interviews. connections.
chief sustainability officer and head 1
https://www2.deloitte.com/global/en/pages/about-deloitte/press-releases/the-chief-sustainability-
of sustainability1. From our own officer-will-rise-to-prominence.html
experience, this is certainly a talking
point among new and existing
clients, as well as suppliers and other
stakeholders.
Take action
While there’s a lot of talk around
the subject, implementing a solid
ESG strategy doesn’t stop with
creating a policy. For brands to
be taken seriously, they need to
put those words into action and
embed their values throughout. And
this needs to happen from the top
down – everyone must buy in for
this mindset to become a way of
corporate life.
Photo credit: Noah Buscher on Unsplash
16 marketors.org WORSHIPFUL COMPANY of MARKETORSLONDON CAREERS FESTIVAL
Teaming up with Accenture Interactive
for London Careers Festival Michael Lynch
Court Assistant & Chair of the E&KDC
The students were
also provided with
helpful information
on routes into
a marketing
career including
academic options
and modern
marketing
apprenticeships.
In advance of
the presentation
sessions, the team
had multiple
planning meetings
including technical
trials to ensure
our IT systems
worked and that
we were able to
meet our timing
requirements and
A team of volunteers from involved were Nityasha Pillai, Digital switch between
our Education & Knowledge Business Integration Consultant, presenters in as elegant a way as
Development Committee (E&KDC) Aaliyah Inglis-Mangal, Digital possible. On the day we presented
collaborated with colleagues from Business Integration Consultant and separately to four classrooms of
Accenture Interactive, the first of Jill Hughes, Managing Director. children so we reached up to 120
our Corporate Supporters, to deliver participants. Liveryman Murray
Liveryman Sunila Lobo explained:
online information and advice Chick who led for the Marketors at
“After discussions we were able
sessions to schoolchildren about all the sessions added: “I’m pleased
to collaboratively create a
careers in professional marketing. that we did participate in this event,
presentation to use as the basis for
The event took place virtually the live presentations. It can also be that everything went smoothly and
on 29 June and in preparation used as a helpful reference point I must say that Nit and Aaliyah, from
the team needed to create an if any student wants to access it Accenture Interactive, did a brilliant
engaging PowerPoint slide-deck outside the Careers Festival event. job in delivering their slides and
which could be delivered to an Thanks are also due to the team in helping students to understand
audience of children in multiple at the Museum of Brands via Court the practicalities of exploring
twenty-minute-long sessions. The Assistant Chris Griffin and Liveryman alternative pathways to develop
brief for the contributor sessions Mike Ricketts who kindly supplied careers in marketing.”
– very well organised for livery us with some helpful images
company participants by Livery demonstrating how some example Nit Pillai, Digital Business Integration
Schools Link – was to provide brands and packaging had Consultant from Accenture
entertaining and helpful information developed over time.” Interactive commented: “It was
to schoolchildren to better enable a great session and I’m sure the
The presentation itself included students found it very informative.
them to consider a future career
encouraging students to think Looking forward to working with
in professional marketing. As well
about their own favourite you again in the future.” This view
as livery company contributors at
brands and the reason why they
the Careers Festival there were was further supported by Senior
liked them. After covering the
also a large number of leading Warden Trevor Brignall: “This working
important role of marketing in
commercial organisations all together between Marketors
business success, some detail was
looking to help the 1,200 student and Accenture Interactive has
included on the role of branding,
participants who were expected to been a great success and skilfully
design and packaging as well as
attend this virtual event. blended both of our organisational
communications and advertising
The Marketors’ team consisted of and the important role of research requirements and objectives
Michael Lynch, Sunila Lobo, Murray to understand markets and enabling us to together support
Chick, Debbie Pearson, Mike customers. The emphasis was younger people as they consider
Ricketts, Nicky Oliver, Kim Watts and very much on getting students to challenging and rewarding
Senior Warden Trevor Brignall. The think about the skills needed for marketing careers.”
skilled and enthusiastic Accenture marketing roles such as creativity,
Interactive team most directly curiosity and attention to detail.
MARKETOR AUTUMN 2021 marketors.org 17You can also read
