MARKETOR

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WINTER 2014 / ISSUE 66 THE LIVERY COMPANY MAGAZINE FOR MARKETING PROFESSIONALS

4-7 Bowden Charter Dinner

8 Marketing and the Law

16-17 Lord Mayor’s Show

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Amazingly, this is the last edition of the year! It seems no time at all since I was writing about the highlights of 2013 and here we are, a year on, looking back at the highs and lows of 2014.This year has seen both arrivals and departures, from the birth of a new baby girl to Liveryman Andy Robinson and his wife Olivia - and a new granddaughter for Court Assistant Chris Robinson and his wife Patricia – to the sad passing of Past Master Norman Boakes, whose widow, Valerie returned his medal to the Master at the Ceremonial Court before the Bowden dinner, as mentioned on page 5. We also lost Liveryman Alan Smith and Liveryman Peter Van Berckel. Our thoughts go out to their families.

We have also seen the departure of the Venerable David Meara as our Chaplain after 14 years but have witnessed his arrival as our newest Honorary Liveryman and that

of his successor, the Reverend Canon Dr Alison Joyce, of whom more on page 18.

So far this year, we have enjoyed a glorious Mansion House banquet, a wonderful Bowden Charter Dinner, celebrating the beginning of the company, and a sensational Lord Mayor’s Show, commented on by one of our newer Freemen, Federica Sacchi, on page 17. We were fortunate to have an excellent photographer, who goes by the name of Sastimos, with us on the day and you can see some of his shots in the write up and one on the front cover.

We have listened to music, sung – most recently at the glorious annual carol service organised by the communications industry - been immersed in tradition and wondered at modern technology; we have looked back and looked forward, as have our affiliated regiment, 151 Regigment RLC, and, most of all, we have enjoyed fellowship with each other. In fact, so keen are we all to get together as a Livery movement, that, not only have we been encouraged to attend the very first Northern Brigantes Breakfast, open to Liverymen only, next May but we also appear to be creating a significant Marketors’ ‘splinter group’ across the Pond and next year we hope to feature a regular Letter from America.

Wherever you are as you read this, at home or abroad, the Master, Wardens and Court Assistants would like to wish you the compliments of the season and look forward to seeing you at the Installation of new Master, Andrew Marsden, on January 22. n

Jane Wharam – Editor

Regular Features

Outreach 10

Sponsorship 11

Book Club 15

Members’ News 20 Diary Planner 2015

Master Marketor: Michael Harrison E: master@marketors.org

Senior Warden: Andrew Marsden E: seniorwarden@marketors.org

Middle Warden: David Pearson E: middlewarden@marketors.org

Junior Warden: Sue Garland-Worthington OBE E: juniorwarden@marketors.org

Clerk: John Hammond E: clerk@marketors.org

Assistant Clerk: Doreen Blythe E: clerk@marketors.org

Editor: Jane Wharam E: editor@marketors.org

Worshipful Company of Marketors Plaisterers’ Hall One London Wall London EC2Y 5JU

T: 020 7796 2045 E: info@marketors.org www.marketors.org

Marketor is published on behalf of the Worshipful Company of Marketors by the Communications Committee.

Chairman: David Pearson E: communications@marketors.org

ContentsMasters Column 3

Bowden Dinner 4-7

Marketing & the Law 8

Breweries, Birds & Bacon 9

Outreach & Awards 10

Business - Aim 4 11 Sponsorship

Curry evening 12

City Progressive Lunch 13

Fujitsu visit 14

Silent Ceremony, Presentation 15 of Addresses & Book Club

Lord Mayor’s Show 16-17

Farewell to Chaplain, 18 welcome to new one

Royal College of Music 19

Members’ News 20 Diary Planner 2015

THE LIVERY COMPANY MAGAZINE FOR MARKETING PROFESSIONALS

WINTER 2014 / ISSUE 66

MARKETOR

Some of photographs of Lord Mayor’s show courtesy of Sastimos

www.marketors.org

WINTER 2014 / 66 3

When the Editor asked me to write this, I was torn between reflecting on what has been achieved and wanting to point forward to the future. Therefore I have decided to do both, by showing how actions this year have already opened up new challenges or have created the basis for a better and more vibrant future for our Company.

This has been a team effort, which means that I take responsibility (in public!) for anything that goes wrong, whereas all good news is rightly shown to be the team’s achievements. When you are ‘leading’ a team, the team’s efforts must be given the plaudits – especially as that is the truth!

The three Wardens, the Court and all Committee Chairs, the Past Master on Master and Wardens Committee, Tom Corrigan, the Clerk and the Assistant Clerk are all in the team responsible for the success of our Company. I am just the person standing at the front for this particular year and hopefully representing the Company in the best possible way at every opportunity, both externally and internally.

The creation of a four-year rolling plan is something that I believe will make a huge difference. People have said to me “but these projects will only show their real value in future years” and my answer is “great, we will take the plaudits for starting them”! A ‘stove-piped year’ does not allow for proper long-term strategy, whereas a set of four-year goals updated as necessary at least once a year has a real chance. If I am remembered for introducing that approach then I will be delighted, but it will be incorrect, as it was a team effort after my original suggestion and I want to thank the Wardens in general, and Middle Warden David Pearson in particular, for their excellent work in creating it.

Part of that plan was to update our IT and I am delighted to say that Liveryman Bill Payne has carried out a full review and, more importantly, has had a new database created to meet all of our objectives, including the one that says “this must be something that can be understood by, and run from, the Clerk’s office and does not need a programmer to make every tiny change!”

The database will be tested very carefully before it goes live next year but we will then have just the one database, under our full internal control, enabling

everything from member searches through to the creation of the Directory. It will also have the capability to support future needs such as on-line bookings and payments - in other words what most of us take for granted but has not previously been available.

Our Policies and Procedures were dire! Not only did they take up tree-loads of paper but they were inconsistent and (sometimes) in direct contradiction with our Ordinances. The detailed work to sort this out has been led by Liveryman Debra Marmor with Senior Warden Andrew Marsden overseeing the project and they have my undying thanks and admiration! We now have a sensible P&P with everything that will need changing frequently put into the ‘Clerk’s Office’ so that the changes can be approved easily by Court.

Every one of our four Aims has been incorporated into the four-year programme and will be reported against at Common Hall each year, so you will all be able to judge progress.

Looking back at the Great Events this year I really could not have hoped for better outcomes. The Installation at Fishmongers’ Hall with Terry Mansfield as the speaker; the Spring Lunch at Skinners’ Hall with Richard Curtis as the speaker (and I am still asked how I got him!); the Mansion House Banquet with, of course, the second ever female Lord Mayor, Fiona Woolf (who at 6’2” almost saw eye-to-eye with me) as our most charming and congratulatory speaker; the Bowden Charter Dinner with our newest Honorary Freeman, Archdeacon of London Emeritus David Meara as our speaker – what more could we have asked for? Everyone who attended any or all of these came away happy!

What does a Master do when he leaves office? The answer is, following the adoption of the Four Aims strategy, that he chairs Aim One, which is ‘actively supporting the Mayoralty and the City of London Corporation’.

As it happens I have also been elected Chairman of the 2014 Masters’ Association and we have already had our first event – which apparently is ‘unusually fast’!

That is enough on its own, but I have managed to add two other responsibilities to Aim One and I am therefore calling

for more Members to join the Aim One committee – we have a major challenge or two in front of us!

The first is that I am now our representative on the Financial Services Group of Livery Companies’ (‘FSG’) committee and that needs more input from us to support the Lord Mayor and the Sheriffs on overseas visits where they could promote the UK’s Marketing Expertise. We could usefully input a great deal – we ‘just’ need to identify what can be offered, by whom, and get their buy-in.

The second is even more exciting and challenging, which quite simply is to respond to a marketing requirement to reposition the City of London! The Lord Mayor heard me speak at Mansion House recently and at that time and subsequently has asked if I would lead on this cause and how could I, and the Marketors, refuse?

The current view of The City is negatively affected by a few rogue bankers but there is so much that is positive about The City; the commercial City, the Livery and its charitable works, the Corporation, the many, many financial and professional services organisations that bring in billions of pounds by behaving properly – the list is very long. So why do we allow ‘The City’ to be pilloried when the good so outnumbers the bad?

Would you like to be a part of trying to redress this situation? I will need Marketors from all areas of expertise in order to create a balanced view and be able to impart that view, utilising every form of communication. We need experts in every part of professional marketing.

A significant number of Masters from other Livery Companies have said that they would support and help wherever possible with this and they have all agreed that the Marketors are the obvious Company to lead it. Let me know – urgently – if you would like to be a part of this.

So this is my message to the Members: 2014 has been a good year, but 2015 and beyond will be better, as future Masters build on it and take us forward. It has been an enormous privilege to serve as your Master and I hope that I have done my best to ensure that (to use the old Masters’ adage) “I hand over something greater than I received”. Only you can judge that.

May I wish you all a very Happy Christmas and an even better 2015! n

Master’s Column

How quickly a year can go – especially when it is as crammed full of interesting and challenging items (and people!) as this one has been for your Master. It has not ended yet – not until 22 January – and there is still a lot to do and many events to attend.

Master Marketor Michael Harrison

www.marketors.org4

The Marketors’ Ceremonial Court held at Drapers’ Hall on October 14 was a very special occasion, not just for the rare event of the admission of an Honorary Liveryman but also for the very full procession of new Liverymen, new Freeman and academic awards. In recognition of 14 years’ service as Honorary Chaplain the Venerable David Meara was admitted as only the sixth Honorary Liveryman in the Company’s history, joining Jean Bowden-Rose, Gaye Duffy, Sir Paul Newall TD DL, Canon John Oates and Adèle Thorpe as a recipient of this rare honour.

The Master then admitted three new Liverymen: John Farrell, Peter Rosenvinge and Keith Rowland and a new Freeman, Ryan Sedgwick, all of whom were welcomed by the members of the Court.

One of the most important roles of the Company is the awarding of awards and bursaries for study in the field of Marketing. 2014 has been another busy year and the evening saw the presentation firstly of the Cass Business School Bursary Award from the Marketors’ Trust to Satrupa Ghosh, accompanied by her tutor, Freeman Professor Vincent Mitchell.

Her study, on a theme suggested by our own Thought Leadership Group, investigates which marketing techniques are most innovative and most transferable by examining the case entries to the Financial Service Forum Awards for Marketing Excellence.

Two further academic awards were then presented to Nawaz Imam, Cambridge Judge Business School and Laurence Kemp, Westminster University Business School. Nawaz’s case study was entitled

Zoom Car – At a Critical Set of Cross Roads in India. It investigated the market potential of transferring new business ideas from developed countries to developing countries through looking at Zoom Car: a pay-as-you-go car sharing model.

Although well established in the West, the car-sharing business idea has not been applied to India. Laurence’s case study was entitled: The effect of product involvement on impulse buying behaviour for reward and therapeutic self-gifts.

CEREMONIAL COURT David Meara becoming our newest Honorary Liveryman

Master, Senior and Middle Wardens and our guest speaker, the Venerable David Meara

Court Assistant Phil Andrew

WINTER 2014 / 66 5

Our new Liverymen with the Master

John Farrell being clothed in the Livery

Satrupa Ghosh receiving her award with her tutor, Professor Vincent Mitchell and the Master

Dr Helen Haugh of the Judge Business School accepting the award on behalf of Nawaz Imam

Laurence Kemp receiving her award from Court Assistant John Hooper CBE, Trust Chairman and the Master

Recipient of the first award for excellence in providing education, Professor David Ross Brennan with John Hooper and the Master.

Peter Rosenbunge being clothed in the LiveryKeith Rowland being clothed in the Livery

Liveryman Valerie Boakes returning her late husband Norman’s Past Master insignia to the Company

The study provides support for the link between the concepts of impulse buying and self-gift buying and points toward a deeper understanding of the effect of product involvement on impulse buying behaviour for both academics and practitioners.

The Marketors’ Trust has decided to recognise achievement not only at the postgraduate level but also at the level of academic teaching. In doing so, it asked the Marketing Academy to nominate a worthy recipient of a new award for excellence in providing education in marketing.

The first award was duly presented to Professor David Ross Brennan, Professor of Industrial Marketing at the University of Hertfordshire

Finally, in a very touching presentation, the Master received the return of the Past Master’s jewel used by Late Past Master Norman Boakes, presented by his widow, Liveryman Valerie Boakes. n

A glittering crowd of Marketors and their guests met at The Drapers’ Hall, one of the finest Halls in the City, to celebrate the Bowden Charter Dinner on October 14.The Hall was bought from King Henry VIII in 1543 for the sum of 1,800 marks (approximately £1,200). This had been the house of Thomas Cromwell, Earl of Essex and Chief Minister to Henry, but had been forfeited to the King on Cromwell’s execution in July 1540.

Destroyed by the Great Fire of 1666, Drapers’ Hall was rebuilt between 1667 and 1671 to designs by Edward Jarman. In 1772, it was again rebuilt after a fire which did considerable damage and, in the 1860s, the frontage was changed and the interior altered by Herbert Williams. It was later altered once more in 1898-9 by Sir Thomas Graham Jackson.

It was a fitting setting, among the gilded splendour of the dining hall for a sparkling evening of fine company, delicious food and wine, and entertaining speakers and I can only imagine how impressive it must

www.marketors.org6

John Farrell John is a founder member of The DMA, Former President of the ISP and CEO of a number of leading advertising agencies.A keen golfer, John also provides consultancy services to The European

Golf Tour, Saatchi & Saatchi and an assortment of other marketing services businesses. He was most recently responsible for all of Publicis Groupe Worldwide Specialised Agencies and Marketing Services (SAMS) with effect from the beginning of 2003. He has a BA (Hons) in Business Studies from Nottingham Trent University, where he is now Visiting Professor of Marketing. Apart from sport generally, John is also keen on fine wine, good food and international travel, which is just as well, as he has spent a considerable time over the past 20 years on planes. n

New Liverymen and Freeman

Peter Rosenvinge Peter has been described as a “first-class, very committed, hugely respected and achieving fundraiser” and has 22 years of charity fundraising experience at the upper end of the market.

He brings with him multi-sector experience in B2B and B2C marketing, and has held several positions within marketing management. n

Keith Rowland Keith has worked in the medical devices industry for over 30 years in various sales and marketing positions, but always with Cook Medical. Starting as a medical rep in

London and later setting up the UK Marketing Department, Keith has been European Sales and Marketing Manager for ten years, promoting a biologic graft to general surgeons.

After passing the CIM Postgraduate Diploma in 1997, he joined the Medical

Marketing Group and took over as Chairman in 2009. He now represents the Sector Interest Group to the Membership and Profession Advisory Group. He is a Chartered Marketer and Fellow of the CIM.

Keith was admitted to the Freedom of the Worshipful Company of Marketors in 2010 and soon gained the Freedom of the City. He sits on the Armed Forces & Cadets Committee (AFCC).

Married with two children at University, he lives in Cambridgeshire with his wife, Andrea. Hobbies include amateur dramatics, real ale, and walking the dog. n

Ryan SedgewickRyan is a Chartered Marketer educated to master’s level with an MSc in Marketing Communications and qualifications from the IDM. He brings with him multi-sector experience

in B2B and B2C marketing, and has held several positions within marketing management. Outside of work Ryan is a keen runner and traveller. n

New Liverymen

New Freeman

The Master thanking our guest speaker

Processing into the hallBowden Charter DinnerLiveryman Gill Whitelegg & Liveryman Annie Brooks

WINTER 2014 / 66 7

<< L-R Master Security Professionals, Barrie Stewart, Dorothy Saul-Pooley, Master Air Pilot, Master Marketor, Canon Dr Geoffrey Purves, Master Chartered Architect

have seemed to a first time visitor to one of our great events.

With us that night were the award winners, starting with Satrupa Ghosh, who won the Cass Business School Bursary Award from the Marketors’ Trust, accompanied by her tutor, Freeman Prof Vince Mitchell.

Two further academic award winners to be toasted were Nawaz Imam of the Cambridge Judge Business School and Laurence Kemo of Westminster University Business School. And also with us was Professor David Ross Brennan, Professor of Industrial Marketing at the University of Hertfordshire, who was awarded the first Marketors’ award for outstanding service to marketing education.

Apart from our other invited guests, namely the Master of the Worshipful Company of Security Professionals, Barrie Stewart; Ms Dorothy Saul-Pooley, Master Air Pilot; and Canon Dr Geoffey Purves, Master Chartered Architect, we also had the great delight of welcoming the Venerable David Meara to our company as an honorary Liveryman and speaker for the evening.

For the last 14 years David has been our chaplain, and has presided over our rededication services at St Bride’s, and given countless imaginative and witty Graces. Indeed, the second book of his collected Graces is shortly to be published.

David drew fascinating parallels between the work of the clergy in spreading the word to that of the marketing world.

His words reminded us of the valuable work of the Marketors; our Outreach projects, scholarships and efforts to promote marketing excellence. It is through this work that we can deliver on our promise – to make marketing benefit all.

In response to David, the Master began by thanking the Senior Warden for correcting his misunderstanding about David – he said that he was connected with Reading (the place) when he had thought that it was reading (the activity).

The Master then said he had to look up the word ‘Venerable’, as when one says or hears the word and then meets and hears from David Meara, it just doesn’t fit.

The definition started with another misunderstanding – he took ‘August’ to mean the month until he realised that the word was ‘august’, as in honoured!

Then it got better – Esteemed; Respected; Honoured; Revered; Admired……… the master then began to think that David does have the right title.

He then thanked David for exemplifying his themes for 2014, which were, and are: Inclusivity; Fellowship; and Communication.

The Master thanked David again, for remaining as our Chaplain during the past year but then took a swipe at him for being an Oxford man, having been born, baptized and educated there and shortly to retire to the county.

He said that this reminded him of the question: “what is the difference between an Oxford Graduate, a Yorkshireman and a coconut?” – the answer, of course, is that you can only get a drink out of one of them!

All of this was said and taken in great humour and one could see that David could feel the affection and respect from the Master and in the hall generally.

The Master then made the rest of his ‘thank yous’, including of course to the Master Draper, for allowing us to use their Hall. He also thanked the caterers and the Hall Manager for their hard work, as well as our own team of Clerk John Hammond and Assistant Clerk Doreen Blythe.

He then went on to talk about what we do to “give back” as a Company and started with a description of the Masters’ and Consorts’ annual trip to Ironbridge at the beginning of June. On the Sunday morning they choose a name for that year’s Masters’ Association, which this time (2014) is One For All (one, four, all).

Three things happened at Ironbridge – two good, one perhaps not so good... The first good thing was that he had an idea while he was there and, as a result, the second good thing was that the Outreach areas of the Marketors, the Information Technologists and the Management Consultants are working together as a team to assist the Ironbridge Gorge Trust. If this approach works as well as we all hope then we will try to repeat it, frequently. This is an example of the Marketors leading the charge to break down old barriers and The City is really hoping that we succeed.

As he explained, this is an example of teamwork, of Livery Fellowship, of inclusivity – which are all aspects of what the Livery movement is all about.

This last reminded the Master to thank all our members who support our Outreach activities and everyone who financially supports our Trust. These aspects of our Company’s activities form much of our external ‘giving back’ and we are rightly highly regarded for all that we achieve. However, the Master added that both the Chairman of Outreach and the Warden responsible would be delighted to hear from more members who are prepared to give some of their time, even if it only an hour, a few phone calls or significant ongoing actions – whatever suits the individual.

Similarly, he said, the Chairman of the Trust would love to hear from those Members who currently may not have the time but would be prepared to donate financially. Needless to say he would love to hear from those who will do both, as every contribution, whether of time and/or money, will help us achieve ever greater goals for the good of others.

Getting back to Ironbridge, the “not-so-good” event was that on the Sunday morning those present had to elect a Chairman for the Association. According to the Master, when he called for the nomination, everyone pointed at him! He thinks that what really happened was that everyone, including him, ducked but being the tallest there meant that he was the only one still visible!

However, the other good thing that happened was the election of a Secretary for the Association, as without her, nothing would have happened and, as it is miracles have been achieved, so the Master’s final thanks were to Pauline Stewart, First Lady of the Security Professionals, who graciously acknowledged his raised glass.

We were finally all bidden a safe journey home, although not before another spot of Livery Fellowship over another drink, the Stirrup Cup. n

Andrew Marsden amusing our guests

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Ardi Kolah. Chairman of the Law and Marketing Committee.

There’s evidence that most major companies haven’t as yet appreciated the impact that this European-wide Regulation will have on their business and could be caught out unless they take action sooner rather than later.The aim of the new European Data Protection Regulation is to harmonise the current data protection laws in place across the EU member states. The fact that it is a “regulation” instead of a “directive” means it will be directly applicable to all EU member states without a need for national implementing legislation.

From the first half of 2015, all EU Governments will have two years from which to ensure that the EU General Data Protection Regulation is fully observed.

Regulators in each 28 EU Member State will be designated as a Supervisory Authority (SA) where the data controller has its main establishment. The SA will be the point of contact for complaints via other local SA and each Member State SA will enjoy localised powers within their own territory.

The new EU General Data Protection Regulation tightens up the data protection regime and there are now enhanced requirements for data security and specifically there is a mandatory breach notification procedure to the Data Protection Authority (DPA) without undue delay and effectively within 72 hours of the incident.

There are no de minimus limits for reports to the DPA, so this increases transparency within the monitoring process. Data subjects will need to be notified and must be informed of their right to claim compensation from the data controller. The DPA must keep a public register of types of breaches notified and this is the responsibility of the DPO.

New breed of Data Protection OfficersThe forthcoming EU Regulation will force multi-national companies to appoint Data Protection Officers (DPOs) in order to

comply with tougher regulations on data protection across all 28 Member States.

The DPO is similar but not the same as a Compliance Officer as they are also expected to be proficient at managing IT processes, data security (including dealing with cyber-attacks) and other critical business continuity issues around the holding and processing of personal and sensitive data. The skill set required stretches beyond understanding legal compliance with data protection laws and regulations.

Monitoring of DPOs will be the responsibility of the Regulator rather than the Board of Directors of the organisation that employs the DPO.

Timescales for compliance with the new EU General Data Protection RegulationAfter the inevitable hiatus caused by the European Elections in May 2014, the new-look European Commission under European President Jean-Claude Juncker has defined its mission to get the draft Data Protection Regulation through the legislative process in the next six months. The European authorities aim to ratify the new Regulation within the first six months of 2015.

Business continuity riskMany multi-national organisations are starting to become very concerned about the impact of the revised European Regulation on Data Protection as it represents the first major overhaul of data protection legislation since the ‘90s and the significant developments in data management, cloud hosting and social networking have brought this to a critical point.

At the same time, legislators have been under increasing pressure to tighten data protection laws and regulations in this area as a result of the threat to privacy and the increase in cyber-attacks on organisations that leaves the protection of personal data exposed and poses a risk to the invasion of privacy on an unprecedented scale. These contingencies are now a major business continuity issue.

Despite this, a recent major European survey carried out by data security firm Sophos shows that the vast majority of organisations will fail to comply with this new EU Regulation by 2017, following a two-year implementation phase.

Companies risk fines of up to 5 per cent of global turnover, or €100m, for breach of the Regulation and this will force organisations

to focus on whether it is always safe to share data between various devices, as well as cloud storage services, many of which do not comply with the new Regulation.

The new Regulation will bring all EU Member States under a single set of rules and mandatory breaches will force companies of all sizes to think much more carefully about data access.

From a practical perspective, the new EU General Data Protection Regulation will result in organisations carrying out a higher degree of data segmentation, a higher level of data encryption and more groups of data with policies around them.

Critical shortage of suitably qualified Data Protection OfficersResearch by Opt-4, a UK-based specialist data protection consultancy working with London city law firm Speechly Bircham, has shown that there is a critical shortage of suitably qualified DPOs in Europe and there is going to be fierce competition to train, retain and recruit these individuals.

The job of the DPOThe DPO will be responsible for monitoring data subjects as well as processing sensitive personal data. This new post-holder will occupy a unique role in the organisation as they will act autonomously of the Board.

As an employee of the organisation, the DPO will enjoy four-year protected employment and have their own budget and will be responsible for:

• monitoring compliance

• liaising with works’ councils on Data Protection issues

• report on data protection breaches to the Supervisory Authority

• conduct regular periodic audits to ensure the organisation remains compliant.

It’s not too late for companies to wake up to the realities of re-wiring the way in which they need to prepare for being compliant. Over the forthcoming months, our website will offer guidance in how to do that to ensure that companies won’t face being caught with their pants down. n

The Law and Marketing Committee was formed in 2012 in response to the command in our Royal Charter:

‘where appropriate, to originate and watch over petitions to Parliament in relation to general measures affecting the profession or craft of marketing’

Marketing and the LawEuropean Data Protection Regulation

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It was a sunny Saturday morning when a group of us met outside Whitechapel Station to start our City Markets Walk. However, we soon realised this was a slight misnomer as all the markets we visited were outside the walls of the City of London. Until 1764 the City of London was walled and only the great and the good could trade within the Square Mile, which left other locals to set up their own forms of commercial trade.

Our incredibly informative and entertaining City Guide, John Steel, started our walk at Whitechapel Market reminding us that this is still a locals’ market carrying on from the tradition of how it started. Wherever you find immigration you will find a street market! In the early 20th century many Jews came to the area from Russia where being Jewish was decreed to be illegal. They set up their stalls in the area and in 1911 a memorial was set up there to Edward VII - a water fountain serving that rare commodity at the time – fresh water.

Making our way to the corner of Fulbourne Street we saw the premises of the International Workers Education Association, set up in 1907 and where none other than Stalin, Trotsky and Lenin used to meet. We also discovered that there was indeed a White Chapel, built in 1329, which was sadly destroyed by the Luftwaffe in 1941. We passed such treasures as The Foundation School, which was established with a £100 bequest from the Reverend Raith Davenant. And Booth House the home of the Salvation Army that has never strayed from its East End roots. Then we heard the sad tale of Joseph Merrick ‘the Elephant Man’ who lived in the basement of 123 Whitechapel Road until Frederick Treviss from the Royal London Hospital rescued him.

The Whitechapel Bell Foundry was next on the list, which, dating from 1570, is the oldest surviving business in the UK and even features in the Guinness Book of Records. We then passed what used to be Blooms in Aldgate. I have such fond memories of their salt beef and pickle sandwiches on rye for lunch when I used to work in the area. I felt a pang of nostalgia and loss! Moving on we discovered that Tubby Isaacs is now ‘Rose Seafood’ - another loss of a great institution.

No visit to the area would be complete without seeing Petticoat Lane. There is of course no ‘Petticoat Lane’ any longer as, in 1840, the Victorian puritans changed its name to Middlesex Street. The Marketors didn’t consider that to be any less puritanical! We also discovered how Houndsditch got its name. Yes. It was where the citizens of the City used to ditch their dead hounds! And apparently until as recently as 1936 the markets in the area were illegal and considered ‘anarchic’.

Passing through Tenter Ground we learned that Flemish immigrants set up a street laundry here and used to dry their washing on hooks that were a little precarious. This is where the saying ‘on tenterhooks’ originates. Moving on to Fashion Street – yes, it used to be an indoor clothing market - we found it was now offices. And on to Brick Lane- so named by the Romans because they used to make their bricks there. In the 19th century this was known as the Bond Street of the East and was occupied entirely by Jewish tradespeople. Today there is only one left amidst the Brick Lane curry houses – Epra Fabrics. As we walked on through Fournier Street, John informed us that the artists Gilbert & George live. Then later, as we were walking down Commercial Street, who was walking towards us? None other than G&G themselves! I wonder if John had arranged this especially for us?

We passed the homes of several more of the local glitterati, including Miriam Moses – the first female mayor of Stepney - who was born in Princelet Street in 1886. We then walked underneath the arches to Hanbury Street, where Bud Flanagan, the music hall star, lived as a child.

We discovered ourselves walking on a film set through these streets. The building facades are still kept very much as they were in the 19th Century and the streets are still cobbled, so if you’re watching a period drama or film it’s fairly likely it would have been made in this area.

As we were getting rather peckish by now we trotted through Bacon Street, which used to be a dairy market right up until the 1960s and on to Sclater Street where there was a bird market from Victorian times to the 1970s – apparently banned species of animals were sold illegally here in the 1930s, a practice which ceased with the start of WW2.

Opinions were divided when we reached Boxpark Market next to Shoreditch Station. The name is indicative of the type of market ‘stalls’ it contains – boxes, piled one on top of the other. Is this the future of markets? I hope not.

Then on to Spitalfields, one of London’s most famous markets. There has been a market here every day since 1682 by Royal Appointment. However the area also holds a grisly past. The 10 Bells pub opposite the market was frequented by all Jack the Ripper’s victims and the area where the market is now was once a graveyard.

However today it is a thriving, bustling market selling desirable and trendy goods, surrounded by shops, restaurants and bars. Talking of which, it was time for lunch and fellowship in Scarlet Dot, where we enjoyed our choice of Indian or Thai dishes accompanied by the customary glass of Cobra beer.

Everyone agreed that this rated as one of the Marketors’ most entertaining walks - thanks to John who had put it together especially for us. n

Breweries, Birds and Bacon. A City Markets Walk

Liveryman Annie Brooks “ Another Fellowship Walk in the City”

Outreach

The Outreach team continues to deliver pro bono support to a growing number of organisations. We have an increasing number of Outreach volunteers, especially among new Freemen. However, it remains the fact that most members have yet to offer their help. Projects can be as short as a single half day brainstorming or workshop. Please offer your time and support in the New Year. It will be greatly appreciated.

Two recent projects are good examples of the work that we do:

As part of the WCM Cass Bursary, Satrupa examined 25 case entries of the 2012-2014 applications for the Financial Services Forum (FSF) Awards for Marketing Effectiveness and 10 successful and award-winning innovative marketing case studies. Her findings were then put to a panel of marketing experts to further define how innovative they were and how generalisable. From the analysis, the two key innovation techniques that emerged were Event Driven Marketing (EDM) and Community Marketing.

EDM is a discipline wherein the commercial and communication activities of an organisation are based on the measurement of relevant and identifiable events or changes in a customer’s lifecycle that drive motivation. The data is gathered by monitoring the transactional behaviours and online consumption details, as well as their lifestyle or career circumstances that go beyond the transactional relationship. Understanding the customer’s behaviour pattern and motivations improves the company’s response time,

Awards: Study of the Role of Innovative Marketing Techniques in Financial Services.

Court Assistant Peter Rees

The first is at the charity Spark Inside. They offer one-to-one coaching to 15 to 25 year olds in custody, in the community and ‘through the gates’.

They work in partnership with Young Offender Institutions and Youth Offending Teams. Their coaches have a life coaching qualification and/or accreditation, as well as significant professional coaching experience. The results are impressive; with significantly reduced rates of recidivism, decreased levels of violence and disruption and reduced costs to society. I have run a number of marketing planning, communications and e-marketing automation meetings. The next step is to assist with briefing papers for a meeting with the Justice Secretary, in the New Year.

Executive Director Baillie Aaron wrote:

The second follows our strategy of engaging with partners who will be able to leverage our skills. We worked with the London Voluntary Service Council (LVSC), an organisation introduced to the Marketors by Liveryman Peter Rosenvinge, a long time professional fundraiser.

Peter and I ran a Marketing Planning and Fundraising workshop for an audience of 15 charities. LVSC Chief executive, Eithne Rynne commented: “The overall feedback indicates that the delegates were extremely pleased with the event and this bodes well for future sessions within the sector. Thank you both so much for the time and effort you went to, to prepare and deliver.”

Follow-up, one-to-one review meetings are now being planned for the New Year.

If you are able to support the Marketors’ Outreach work, please contact the Outreach Committee Chairman, Phil Andrew, to register your interest. Thank you. n

relevance of the communication and long-term relationship with the customer and this worked well for Raiffeisen Bank, which replaced their traditional direct marketing with an EDM approach. The number of customer contacts and customer satisfaction increased and churn and customer opt-out reduced.

Community marketing is a form of marketing wherein a firm or an organisation engages with a community of existing customers with common likes, aims and values. Such engagement opportunities are created and sustained both off and on-line by enthusiast groups, social media, online forums and smartphone applications.

These communities provide a forum for members and users to create a two-way dialogue, which results in a sharper and updated knowledge bank for the company with increased feedback, identification of customer needs and a customer-focused product development. For example, Digital Eagles is a community of trained Barclays’ employees offering digital knowledge, solutions, alternatives and support to colleagues, customers & community groups. Their innovative communication methods increased in customer digital adoption across all products, more Twitter followers and resulted in 14,000 colleagues registering for Digital Driving Licences.

Although progress has been made, financial services still find it difficult to implement customer-centric practices. Barriers such as a ‘product-push’ mind-set, inability to intelligently process enormous amounts of customer data, and focus on short-term revenues are exacerbated by stringent regulatory rules. However, firms are in a transformational flux, innovating, unlearning and learning marketing techniques through adoption, extrapolation and creative application which bodes well for the future of the industry. n

“Thank you so much for taking the time to support our team. We learned a lot, particularly about market research, network engagement and e-marketing strategy, and we will be pursuing your suggestions over the coming months.”

Satrupa Ghosh MBA Cass Business School

www.marketors.org10

Satrupa Ghosh receiving Cass Business School Award from the Master and John Hooper CBE, Chairman of the Marketors’ Trust

WINTER 2014 / 66 11

Aim 4 is concerned with what Court Assistant and Fellowship chairman Peter Rees has called “The Marketors’ Journey” in that it covers everything to do with us as members. This starts with becoming a prospective member, then joining the Company and becoming a Freeman, then becoming active, perhaps through membership of a committee and attending events; through to obtaining the Freedom of the City and taking the Livery, and perhaps then joining the Court and progressing to higher office.

Membership The Committees coming under this Aim are Membership, chaired by Diane Morris, Fellowship and Livery under Peter Rees, Court Nominations chaired by Past Master Keith Arundale and, because being a Marketor means being cared for when things are not going so well, the Almoners Team led by Past Master Venetia Howes.

A key objective of this Aim is to help foster the feeling of true fellowship amongst both new and existing members.

The Membership Panel meets regularly: 24 members have been admitted this year,

plus another three approved, more than last year. Two new members’ evenings have been held, in May and October, both resulting in applications to join.

Fellowship It is of course very important to make sure people are happy in the Company and don’t want to leave. This is where the work of the Fellowship Committee comes in.

All newly admitted freemen are contacted by Liveryman Mikki Hall to follow up on the things they’ve indicated they would be interested in; she passes their details to appropriate committee chairmen to try to get them involved as quickly as possible. We plan to build on this by asking their proposers to contact them after they’ve been in the Company about six months to see how they’re getting on and by their being further contacted after around 18 months by the Master, a Warden or a senior Company member to find out whether the Company has met their expectations.

As a Company, we want Freemen to progress to the Livery and be able to participate fully in the life of both the Company and the City. The Fellowship Committee now regularly invites all Freemen who’ve obtained the Freedom of the City to an informal drink following Fellowship Committee meetings and, in November, we held an informal evening event for all Freemen who’ve joined the Company since the start of 2012, at which

Continuity of the Company’s aims:

Aim 4Past Master Venetia Howes talked about the City and the role of the Livery and Peter Rees about progressing to the Livery. We also sought feedback on whether the Company was meeting the expectations people had when they joined. We plan to hold a similar event next year.

The LiveryThree members were clothed in the Livery at the Bowden Charter Dinner and another five are awaiting Court approval and, subject to this, will hopefully be admitted to the Livery at the Installation Dinner in January.

Court Assistants We need a steady flow of Court Assistants so, if any Liveryman is interested, or would like to recommend someone, please have a word with any member of Court to find out what is involved and whether you think it might be for you.

The Almoners’ Meanwhile, the Almoners’ Team are quietly doing outstanding work, providing support to members needing help at difficult times in their life, be it through illness, bereavement or financial hardship.

Small things, such as a friendly phone call or birthday cards for our oldest members, really do make a difference. Positive feedback shows how much their work is appreciated. Livery for Life in action. n

Our current sponsors and supporters are listed here. We thank them for their generosity and look forward to a long and mutually beneficial association. We are always looking for more sponsors, supporters and advertisers.

Recent opportunities have included the float in the Lord Mayor’s Show and other business lectures including those organised by the Thought Leadership Group and advertising here in Marketor which not only goes to our 380 members but also to the other 109 Livery Companies.

There are other opportunities such as sponsoring the Directory, providing cases for Company treasure or supporting other events. Bring your ideas and we can develop a solution to suit our joint needs.

SIGN SPECIALISTS sign-specialists.co.uk

Sign Specialists Limited has designed and built our excellent float for the Lord Mayor’s Show in the last few years and did so again this year. This is a fully turnkey operation provided pro bono for us for which we are very grateful.

St Dunstan’s College has provided an escort for and helped sponsor the WCM float in the Lord Mayor’s Show in 2013 and did so again this year.

Fujitsu – one of the world’s largest IT companies and the largest Japanese employer in the UK - is proud to have sponsored the annual dinner where subalterns of 151 Regiment The Royal Logistics Corps join with Freemen to discuss the issues facing the modern army for each of the last five years.

CIM The Chartered Institute of Marketing.

Our oldest supporters who have continued to provide sponsorship for events such as the City Business Lecture, Thought Leadership seminars and the WCM float in the Lord Mayor’s Show.

Sponsorship

Past Master Venetia Howes, members and guests at the Bowden Charter Dinner

Junior Warden Sue Garland-Worthington

www.marketors.org12 www.marketors.org12

A number of Marketors made their way to Fulham House, the Army Reserve Centre for London on 30 October for the annual curry evening and briefing from 151 London Regiment RLC but found that the first logistical exercise was actually getting from the underground to the centre on Fulham High Street, as Fulham were playing at home! Once safely there, we were greeted with 151’s customary hospitality and offered a drink before Commanding Officer, Lt Col John Kerner made a presentation to us, starting by pointing out that this is a particularly auspicious time for the regiment, with it being 100 years since the start of the Great War, the end of operations in Afghanistan and the transformation of the British Army that is currently underway.

Through a century of change it has been citizen soldiers of the volunteer Reserve Forces (previously the Territorial Army and now the Army Reserve) that have been the ‘golden thread’, which ties the British Army to British society.

John reminisced that his first briefing to us was when he had been in post just a matter of weeks, while this, his third, marks a cementing of the bond between the Marketors and 151, which has developed into a true affiliation and has become a partnership delivering real purpose.

Speaking without notes and with a montage of photographs of 151 soldiers in a variety of locations and pursuits behind him, John went on to say that this is a time of real change for the Army, involving the drawdown of forces from Afghanistan, the withdrawal of troops from Germany, structural change and a period of recuperation and renewed preparedness.

Looking Back, Moving Forward

151However, the Army cannot rest on its laurels, as no one knows what is coming next, so within the restructure, there are two forces, the Adaptive Force and the Reaction Force; both of which hold Army Reserve units with the Reaction Force being at higher readiness.

He added that all soldiers train for the worst case but hope for the best and that 151 in particular has already completed a number of exercises this year, as part of 101 Logistic Brigade, the brigade responsible for sustaining the Reaction Force.

101 Logistic Brigade once fully formed in early 2015 will be made up of around 6,000 soldiers, which the growing number of soldiers in 151 Regiment will be part of, alongside their regular partner units: 10 The Queens Own Gurkha Logistic Regiment and 3 Close Logistic Support Regiment.

Like last year, 151 Regiment had just returned from exercise having deployed a composite Squadron; but this time to Salisbury Plain on Exercise Griffin Viper with 101 Logistic Brigade rather than to Denmark on its own. It is the first time in over a decade that reserve soldiers from 151 Regiment have trained so closely with their regular counterparts outside of operations. After two weeks training in some pretty challenging conditions, John described the result as being “a bit like Ocado but with guns” – given that 151 delivers everything the British Army needs to function from fuel to food.

The 151 focus over the past year has been very much on recruiting and the Marketors have been very helpful in this regard. John explained that London was a congested and competitive recruiting environment, as 151 is competing not only with a range of other units, but also voluntary organisations and activities that attract fit men and women, particularly within inner city areas, which is where 151 squadrons are located. Retaining soldiers longer term is equally important, especially as they go from being single to a long term relationship. Such commitment often needs the support of not just family members but also employers, a commitment which reinforces the theme of the Golden Thread again. So times when everyone can be together in pursuit of the regiment’s mission, such as at the recent Lord Mayor’s Show, are very important.

John went on to say that one of the biggest contributions the regiment has

made to the wider defence has been sending troops to Afghanistan, where they worked with the regular Army until there was no discernible difference between the reservists and the regular soldiers.

They also had the opportunity of sending soldiers to exchange with US forces and on Armed Forces Day in the summer, there was the chance for the local populations to engage with local units, which was wonderful, as too often in the past, the two have existed in isolation.

However, it’s not all training and angst – they also have fun! So far this year, they’ve gone skiing, diving and surfing, which might be why the soldiers we met that evening looked so relaxed!

Looking forward, however, there is still a lot to do. The regiment has to grow and the Marketors have been and will be helpful in this regard, having helped with brainstorming on how to recruit and coming up with new ideas all the time on how to engage with potential volunteers. John finished his summing up of the year by saying that the Defence Reform Act and changes to the Reserve Forces Act are starting to modernise the terms and conditions under which the volunteer Reserve Forces serve. There has always been a will to volunteer, but seldom has there been a right to volunteer. This right cannot exist in isolation though, which is why engagement with employers remains essential.

Some people don’t appreciate how hard that is but, from John’s experience, the Marketors do ‘get’ reservists, so he is grateful for the affiliation we have and is confident that the same spirit pervades our relationship now as was prevalent in the general public 100 years ago.

Sitting down to much applause, John was succeeded by the Master, who reiterated everything that John had said about the bond between us and ‘our’ 151.

On behalf of us all, he said he was delighted to be welcomed by the regiment as friends and was pleased that we have been able to give something back.

Following the speeches, we were served a wonderful curry, in the true tradition of 151 hospitality, and the wine and conversation flowed. Those Marketors present all agreed that they had benefitted from the presentation and were renewed in their determination to enhance the repositioning of the reserves within their own circles and in the context of the wider society. n

Court Assistant Jane Wharam

Lt Nicky Berry from 210 (Sutton) Transport Squadron RLC deployed on Exercise TRANS-WARROR with the 1179th

Transportation Brigade of the US Army Reserve. This 2-week annual exchange exercise allows Reservists from the UK and US to better understand how each other operates.

The DROPS (Demountable Rack Off-loading and Pick-up System) has been the logistic work-horse of the British Army for 25 years. Recently withdrawn from Reserve units, 151 Regiment eagerly awaits arrival of a new fleet of MAN Support Vehicles.

WINTER 2014 / 66 13

When I was first asked to be an Event Director for the City Progressive Lunch, my initial reaction was, “What is this all about?” but Richard Christou, Chair of the Events Committee, quickly explained that this is a fellowship event for members and their guests to get to know each other, or “a place to explore and a place for lunch…” I looked at several possible venues including the Shard, HMS Belfast, Tate Britain and Tate Modern, and was then recommended to the world-famous Borough Market, which I had never visited before. This being my first event, I thought it would be important for me to check it out and decided to visit the Market with my wife - what a great choice!

We had a terrific time walking around and had a very nice dinner at fish! so I thought this would be the best choice for lunch, especially near to the festive time of the year. In fact, I took my sister, nephew and niece to the market and fish! when they visited us back in August – and they loved it too!

Although I had hoped for more than 14 people, it turned out to be a great number, as it gave everyone more of a chance to get to know each other. We had a quick get together at the Market Porter pub at 12.00pm, introduced ourselves to each other, then we were all very eager to explore the market. By that time of day, the market is already packed with shoppers, tasters, tourists and eaters, from all over the world.

However, I had arrived a bit earlier with my two guests and we were having a great time tasting all kinds of cheese and pâté to the extent that I thought I might be full before the three-course lunch, as there was so much to try. It was just so hard to resist the quality, freshness, colour, huge variety, and mouthwatering smells.

As we were squeezing our way through past all the stalls, at one point the Master and his Consort walked past me and said: ”I will definitely revisit again for some Christmas shopping”, so I felt vindicated in my choice.

When we got to the restaurant, we found that guests were gradually arriving; some had already done their shopping and some were going to take their time after the lunch. I am glad that everyone was impressed with the “fish” key ring bottle opener, which was attached to each table placement as a reminder of what they had chosen. Not that I think they have bad memories, of course, but to avoid any confusion for the waiters.

There was a very relaxed atmosphere over lunch as we enjoyed our choice of Thai fish cakes, fish soup and devilled whitebait to start, followed by classic fish pie, grilled sardines and grilled swordfish and then finished up with sticky toffee pudding, fresh fruit salad, chocolate brownie and my favourite bread and butter pudding, all of which had everyone’s taste buds tantalised.

The meal was such a great way to be able to meet and talk to people you have never spoken to before, particularly when ‘food envy’ broke down the barriers!

For some reason, all the plates were soon emptied and comments such as “I think we may have to walk this off” and “time to do more shopping” were overheard - well, the Master did have another black tie dinner to attend that evening…

I would like to take this opportunity to say thank you to those who attended this event; it was a very enjoyable and successful day and I got to meet and enjoy the company of some very nice people. Hope to see you all again very soon. n

City Progressive Lunch Oct 2014

Good Food and Fellowship at Borough Market

” I think we may have to walk this off”

Freeman Henry Chung

www.marketors.org14

Did you know that many of us spend most of our day with Fujitsu? Freeman Simon Carter is Marketing Director for UK and Ireland for Fujitsu and when he kindly hosted a group of Marketors visiting one of their Datacentres in Stevenage, he explained how his company’s services support our everyday lives.

Fujitsu was founded in 1935 as a manufacturer of communications equipment, and developed its first computer in 1954. It now provides information technology solutions for businesses including application services, IT consulting, infrastructure services and products.

The company employs 162,000 people worldwide and is the largest Japanese employer in the UK, with more than 14,000 employees and growing. In the past year Fujitsu has recruited 900 people in the UK, the majority aged under 25. The company recently restructured its worldwide business into five main regions - Japan, EMEIA, America, Asia and Oceania - and Simon explained, for the first time Marketing has been recognised at the highest level, being one of two named corporate functions, which is rare for a B2B business.

Simon described the type of marketing that a leading B2B business undertakes, and also took us through a day with Fujitsu using the example of Jane, a businesswoman who, from the moment she wakes up to her alarm call, through to falling asleep at the end of a tiring day, relies on services supplied by companies that Fujitsu works with.

After getting up Jane finds her house warm and her hot water ready in the shower courtesy of Centrica, which Fujitsu helps to supply 12 million homes with energy. Jane then puts her rubbish out to be collected by her local authority, many of whom are again serviced by Fujitsu - who also work with

BP (in 41 countries), from whom she buys petrol for her car. Jane then goes to the Post Office to post a parcel (for whom Fujitsu have provided front-office systems, back-office processing, service desk, data centre hosting and network support for 16 years), and next arrives at the tube station and checks the weather forecast on her smartphone (the London Underground wi-fi system is provided by Fujitsu).

Later she goes to Gatwick Airport and uses the smart gate system (installed by Fujitsu). She browses in Specsavers and buys a sandwich from Marks & Spencer – Fujitsu is the supplier of the systems that make these and 24,000 other retail outlets happen.

Before her flight, Jane gets a text from the DVLA, for which Fujitsu manages services for 44 million drivers and 36 million vehicles in the UK, and another text from HMRC. Alighting from her flight in Paris, she rents a car and drives to her hotel run by Whitbread. Yes you’ve guessed it – all these companies and Government organisations are using Fujitsu services. As Simon told us: “She has had a very busy day and Fujitsu has touched her many times. Wherever people need to be, we are helping them to work more effectively.

With cloud computing we empower all kinds of businesses both large and small. .. And if you’ve ever wondered what the cloud looks like… that’s what we saw on our visit to Stevenage.

Unsurprisingly there is very tight security for any visitors, including passport ID, because the site has the Government’s highest security accreditation.

John Carroll, who runs Fujitsu’s Datacentres in the UK and Ireland, outlined to us the stringent safety and security systems that keep everything running smoothly for thousands of businesses. The Datacentre needs very few people to run it but they are all on video for the whole time they are working. Research shows that human error causes the majority of problems in this type of workplace.

We were allowed into the highly energy efficient Datacentre and saw the rows and rows of specially cooled stands full of computer hardware enabling the Cloud to work for many different customers – from Government departments to some of the country’s largest private sector businesses. We also passed by the intriguingly named “Water Mist Plant Room”, where water vapour is created to keep machinery cool.

Fujitsu is one of the four largest ICT companies in the world (alongside IBM, HP and Accenture) and with a UK & Ireland turnover of £1.8 billion, has 2.3 per cent of the market, so it’s in a highly competitive space with an exceptionally long tail of small competitors, with new players entering every day.

On a scale of one to ten, a visit to a Datacentre may not sound like the most exciting event. However, for the group of Marketors who made the trip to Stevenage, it was a very informative and valuable glimpse into the new world of the digital infrastructure that keeps our businesses and everyday lives running smoothly in the 21st Century. n

Liveryman Roz Morris “Data centres are always on, even when they are undergoing maintenance” John explained. “They have to be secure and have non –interruptible power provision and resilience at what is known as “Tier Three”. Just one small mistake could bring an entire customer’s business down, and that is clearly not acceptable.”

Freeman Simon Carter, with his arm around Vanessa Barnato, welcomes the Marketors to the Stevenage Datacentre

Every day is a Fujitsu day

Book ClubSilent Ceremony

Presentation of Addresses

Raising Venture Capital Finance In EuropeBy Keith Arundale

Although not specifically about marketing, this book is written by Past Master Keith Arundale, with a foreword by Past Master Sir Paul Judge, so it’s from ‘the family’ and, in addition, as Keith points out, it includes a lot of vital information on the preparation of business plans, including marketing, for the purpose of raising finance. The book provides business owners, entrepreneurs and investors with a step-by-step approach to exploiting the venture capital market and funding new projects effectively. Published in hardback by Kogan Page. n

MarketingBy Paul Baines, Chris Fill and Kelly Page

This is the third edition of the book, which shows students first-hand how real marketing practitioners approach and solve problems. This edition includes a new chapter dedicated to branding, as well as streamlined coverage of relationship and services. Freeman Paul is Professor of Political Marketing and Programme Director MSc in Management, Cranfield School of Management, Cranfield University. Published by Oxford University Press. n

WINTER 2014 / 66 15

The Silent Ceremony, at which the new Lord Mayor is sworn in, in total silence under the dimmed lights of the Great Hall in Guildhall must be one of the most quirky and interesting of the ancient ceremonies in the City.I was very fortunate to be invited to the ceremony, which takes place on the eve of the Lord Mayor’s Show and is normally only for Masters, Wardens and other high-ranking City officers, so took my place in the nave with no inkling of what was to follow.

Once all had assembled, the lights were dimmed, the chatter subsided and we all stood to welcome the Mayoral party. The only sound that could be heard was the clink of stirrups against the flagstones as the procession moved slowly towards the dais.

In fact, for the next 20 minutes or so, no one spoke at all, except the new Lord Mayor, Alan Yarrow, who, having ‘swapped hats’ with Lord Mayor, Fiona Woolf, took his oath of office and then

Once the lights went back on, those of us with tickets to the Presentation of Addresses all then filed into the Guildhall Art Gallery – and if you haven’t been, go! There we settled down to wait for the Mayoral party – Lord Mayor Alan Yarrow, and new Sheriffs Fiona Adler and Andrew Parmley – to take their places before the audience.

The Remembrancer, Paul Double, then asked the Lord Mayor whether it pleased him to receive the Presentations.

At his acquiescence, the presentation began and consisted effectively of gifts to one or more of the receiving party from Livery Companies, Ward Clubs or other City institutions with a particular affiliation to them.

After the Remembrancer announced each party, they would all file out from their seats, walk up to the Mayoral party with their gift, bow and then announce why they were making the gift and what it was.

stood to one side to receive the various symbols of office, such as the sceptre, the sword and other City possessions, for which the new Lord Mayor takes responsibility.

The presentation of the symbols was pure theatre; each presenter takes three steps toward the Mayor, stops, bows his head, then takes three more steps and repeats the nod – all in silence.

However, what is fascinating is that he then steps back to the centre of aisle, having delivered his symbol, and does it all again, but backwards! How no one fell over, veered off course or disrupted the silence was beyond me but I’m guessing they’ve all had years of practice.

Then, when the symbols had been retrieved using the same method, all the attending dignitaries queued up to shake the Lord Mayor by the hand before they filed out the way they had processed in – but at least they were allowed to look where they were going! n

Having had their gift accepted, they would then bow again and file back to their seats. This happened 16 times and could have been tedious, had it not been for the very witty way in which the announcements were made.

After the sixteenth presentation, the Remembrancer announced the conclusion of the presentations and the Lord Mayor and Sheriffs each gave a few words of thanks.

The honour guard then formed up and escorted the Mayoral party to the Old Library, where champagne and canapés were served.

This was followed by evensong in the St Lawrence Jewry church across the courtyard but work called, as I had already been out of the office for longer than I’d anticipated. However, it was a wonderful spectacle to behold and allowed me to meet and mingle with many people I hadn’t seen in a while, so I’m delighted that I was offered the ticket. Thanks therefore are due to Senior Warden-elect David Pearson and Liveryman Valerie Boakes. n

Court Assistant Jane Wharam

Court Assistant Jane Wharam

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For the fourth year running the Marketors had their own float in company with St Dunstan’s College. The College’s Cadets, both Army and Navy preceded us with their marching band and the new Headmaster, Nicholas Hewlett, joined us for the first time together with his Deputy Head, Tim Kirk, and three of their senior prefects. Representing the Company were the Master, Senior and Middle Wardens, Court Assistant and Treasurer Chris Robinson and Person-in-Charge Liveryman Tom Tuke-Hastings.

We met early on the Saturday morning at Plaisterers’ Hall to robe and have a last hot drink. Court Assistant Diane Morris, who came with us last year, had reminded me not to forget my gloves. So what did I forget? My gloves! Sign Specialists had again done a first class job. The float was decked out like a garden with white picket fence and wooden benches on each side for those who could not face standing for two or three hours. On the painted leaves of the trees were messages about the Company designed to chime with the theme of the new Lord Mayor Alan Yarrow: Create Wealth - Give Time - Support People. We had Marketing Helps Everyone (our

motto), Sustainable Growth, Expert Advice, Giving Time, Pro Bono Marketing, Cultural Respect, Marketing Mentoring, Supporting with Expertise.

The Learned Clerk photographed us and saw us off. We were then gradually interleaved into the procession with clockwork precision, courtesy of the 130 Marshals who keep everyone in line and the overall planning of the Pageant Master and our own regiment, 151 who manage the logistics. In front of us marched the St Dunstan’s band who kept up a lively medley of marching music throughout. Our role was to wave and smile at everyone. My repartee was quite limited, basically “Hello!” Good morning!” “Fantastic!” “Nice hat!” “I like that woggle!” to any boy scout. “Are you really from Japan?” (or South Africa or Wales to those waving national flags courtesy of Kleinwort Benson.) Tim Kirk sitting next to me added “It’s really warm out, isn’t it?” and “I got pinged too” to those wearing St Dunstan’s bracelets.

An estimated half a million people lined the route with big crowds around Mansion House where we saluted the new Lord Mayor while the outgoing one blew a kiss to us. Then, on round to St Paul’s where we exchanged bows and waves with the large party of Marketors and their guests together with the St Dunstan’s’ parents. Then, while they tucked into their beef and Guinness stew and sticky toffee

pudding, we stopped near Temple for a feast of cheese and onion sandwiches, crisps, Kit Kat and a bottle of water.

The return journey had even bigger crowds including coachloads of elderly people along one side of Queen Victoria St. When you’re on the float you don’t really see the procession. You see the crowds. You are aware of who’s in front, that was our band, and who’s behind.

We were followed by the Army recruitment campaign focusing on bomb detection. So they had a dog trotting along behind us. Once the children saw the dog they understandably lost interest in us.

This year was the last that Sign Specialists will do for us. They have not charged a penny for designing and fitting out our float in four consecutive years, their own pro bono contribution is worth an estimated £25,000. We are immensely grateful.

So thinking caps are already on because next year’s Show is likely to be the biggest ever as we will be celebrating the 800th anniversary of the Lord Mayoralty and it’s likely that the Pageant Master will be planning some special attractions and generate even larger crowds and TV audiences. Any ideas are welcome.

Even more welcome would be any offers of sponsorship. Or do you happen to have a lorry or bus you can spare for a week or so? And does anyone have a dog? We must have a dog. n

The Lord Mayor’s Show Middle Warden David Pearson

From the Float

Photography courtesy of Sastimos

WINTER 2014 / 66 17

On November 8, a total of 6,500 people took part in what is the world’s largest unrehearsed annual parade. This year it marked the swearing in of the new Lord Mayor, Alan Yarrow, who was taking over from Fiona Woolf. This ancient pageant has not missed a year since 1852 when it made way for the Duke of Wellington’s funeral and the Marketors present were delighted to watch it as we lined the street opposite St Paul’s.

Tradition has it that it rains just as the procession starts off – and this year was no exception. However, the rain didn’t last too long and most of the morning was dry.

As is customary, the parade’s 150+ floats were made up of representatives from the Armed Forces, Livery Companies, charities and local City businesses.

One of the most striking this year was that of the Worshipful Company of Fishmongers, who included in their float an enormous silver scaled fish, several human-sized fish riding on segues, and a Major General dressed as a penguin.

Gog and Magog, the traditional guardians of the Square Mile, were represented by giant wickerwork figures standing 14 feet high, made by the Worshipful Company of Basketweavers. Gog and Magog have been in the Show since the reign of Henry V in the 15th Century.

Other livery company floats that caught everyone’s attention included the Butchers with a giant inflatable rib of beef, the Fruiterers who had a highly colourful and edible display, and the Paviors who paraded an enormous inflatable pig. This referred to times gone by when one of the roles of the Paviors was to round up stray pigs they found on the streets of the City.

This year there appeared to be a larger than usual representation from the Armed Forces – especially from the Reservists. Many floats made reference to the First World War, including TfL’s which featured a khaki battle bus from 1914 with Sikh WW1 soldiers.

There is a precise time for each float to set off, down to the exact second. Did you know that it is our very own 151 Regiment The Royal Logistic Corps who are in charge of this precision timing each year? 151 Regiment provided 50 Movement Controllers who were responsible for movement and control of the entire procession for the duration of the day. They were in charge of the formation, halt and re-start of a convoy that was about three miles long, along a 1.7 mile route. This meant that, when the first float arrived at the Royal Courts of Justice, many of them had not even set off.

This year the Marketors, St Dunstan’s and their guests filled both floors of the Wine Tun, so there was a hearty contingent outside the restaurant to cheer the floats as they passed – especially floats number 41: St Dunstan’s College CCF Corps of Drums, 42: Worshipful Company of Marketors, 64: 151 Regiment, 100: and 131: the Aldermanic Carriage including Alderman Sir Paul Judge.

For Freeman Federica Saachi, who helped with the organisation of the Marketors’ event at the Wine Tun, this was her first Lord Mayor’s Show. Here is her account of the day:

“Being Italian, I always expected to know better than most what words such as Tradition, Heritage and History mean but, I have to be honest, the Lord Mayor’s Show was one of the most exciting events I have ever attended in my life.

People from all over London and England mingled with the many tourists who all started arriving early in the morning. I generally wake up late over the weekend, but the 8th of November was one of those rare occasions when my alarm was set early.

I crossed London to arrive behind Cannon Street. Policemen, people from St. John ambulance, representatives from the different livery companies and City corporations were taking care of every single detail to guarantee the full success of the parade.

There was a happy energy, with the participants proud to have the opportunity to take part in such a show.

From my humble perspective, being relatively new in the country and coming from a different culture, I felt myself not only part of our Worshipful Company, but part of the great beauty of this unforgettable event whose roots are anchored in the tradition of the glorious past of the City of London.” n

The 798th Lord Mayor’s Show

“ The crowd was clapping, singing, blowing whistles, cheering and smiling.”

Freemen Carole Seawert & Federica Sacchi

www.marketors.org18

A Fond Farewell to David Meara

A service of institution, induction and installation

The farewell dinner for the Venerable David Meara was held at Stationers’ Hall on Tuesday 21 October. The guests had all been invited by Sir David Bell, Master of the Guild of St Bride’s, our hosts for the evening, and the dinner was held at Stationers’ Hall, represented by the Master Stationer, Ian Locks. Other dignitaries present were Colonel J Bridgeman CBE TD DL, Master of the Turners’ Company and our own Master, Michael Harrison.

I was one of the lucky Marketors to be present at what was a very happy occasion, filled with wine and song, which in this case was provided by Soprano Claire Seaton of the magnificent St Bride’s choir, who was accompanied by pianist Robert Jones.

Claire has very happy memories of working with David over the years and her breathtaking performance was a personal tribute to him.

Following the retirement of the Venerable David Meara as Rector of St Bride’s, and therefore as Honorary Chaplain of the Worshipful Company of Marketors, he has been succeeded by the Revd Canon Dr Alison Joyce, who has kindly accepted the Master’s invitation to become our Honorary Chaplain.

Before we sat down to eat, David said grace, with his usual wit and humour – what will we do without him at our Great Events, I wonder? Canon Dr Alison Joyce has a hard act to follow!

We then enjoyed line-caught smoked mackerel, matched with a delicate Pouilly-Fumé, followed by stuffed breast of guinea fowl, which was accompanied by Chateau Lacombe Nouillac 2009 and finished with Classic lemon tart.

The port soon followed and then the speeches and presentations. Sir David Bell, Master of the guild of St Bride’s, proposed a toast to the Meara family, which was followed by a toast to David and Rosemary proposed by Lord Black of Brentwood.

The Master Stationer presented David with a copy of the book of graces which has been compiled from all those he wrote for Stationers’ events and Vyvyan Harmsworth, Immediate Past Master of the Guild of St Bride, presented him with an engraved wine coaster. n

The Revd Canon Dr Alison Joyce was instituted, inducted and installed as Rector on 3 November at a special service at St Bride’s, attended by the Master, the Senior and Middle Wardens and other members of the Company. The service was conducted by the Rt Revd & Rt Hon Dr Richard Chartres KCVO, the Bishop of London.

As St Bride’s comes under the patronage of Westminster Abbey, the Rector-designate was presented by the Revd Canon Jane Sinclair, representing the Dean and Chapter of Westminster, and was installed by the Venerable Rachel Treweek, Archdeacon of Hackney.

The church was packed, not least because over 50 of Canon Joyce’s former parishioners had bussed down from Edgbaston to see her licensed in her new church. Talking to some of them afterwards at a crowded reception it was clear that she had made a huge impression on their lives, turning around a failed parish. The Bishop, who could quite easily compete with the best stand-up comedians, gave a rousing sermon, announcing a new partnership, congratulating the church on the excellence of its recruitment and welcoming Canon Joyce and her family to Fleet St. The amazing choir of St Bride’s added their special welcome.

Canon Joyce, who is married to Paul, Professor of Theology and Religious Studies at King’s College, London, and has two adult daughters, Sinéad and Olivia, was responsible for transforming the fortunes of Edgbaston Old Church upon being appointed there in 2005.

“It is a delight and a privilege to have been appointed to the post of Rector of St Bride’s, Fleet St, rightly famous for its remarkable history, its outstanding musical tradition, and its unique ministry to the media world. I am greatly looking forward to this new challenge,” she said.

Canon Joyce kindly found time in her hectic schedule to come into Plaisterers’ Hall two days later to meet with the Master and Wardens. Only that day the Archbishop of Canterbury had given the sermon at St Bride’s at a service for journalists in war zones. She impressed all of us with her empathy and her enthusiasm. She admits to knowing little about the Livery Companies but is keen to learn and to offer what help she and her team can in pastoral care to those in particular need, of all faiths and none.

I am confident she will acquit herself well in the role of our Honorary Chaplain although we have not yet asked her about her skills in versification! n

Middle Warden David Pearson

Court Assistant Jane Wharam

On October 27 members of the Company and their guests were fortunate to have a private tour of the Royal College of Music. The RCM has the richest, the most varied, and the most extensive Special Collection of any conservatoire in Britain. The college was founded in 1883 by the Prince of Wales (Later King Edward VII) and Sir George Grove who became its first Director. At the state opening in 1894 of the College’s present building right behind the Royal Albert Hall, George Dolandson presented his valuable collection in the museum (now the library reading room) which he had designed and furnished in Italian Renaissance style. This included a carved minstrels’ gallery, a coffered ceiling, paintings, and carved cassoni supporting the show cases.

The museum contains many instruments of national and international importance including a Clavicytherium, an extraordinary instrument dating back to c. 1480 which is the earliest surviving keyboard instrument in the world.

This is too fragile to play today, but the museum also displays a series of keyboard instruments showing the progression from harpsichord to pianoforte, from plucked sounds with little variation in volume to hammered sounds with damping.

The library holds invaluable and internationally important holdings of rare printed editions. The curator showed us fascinating examples of their treasures including a volume of Flemish Motets from the early 16th century which has become associated with Anne Boleyn, Henry VIII’s second Queen; a manuscript of Haydn’s Creation with both German and English text; a wedding song by Beethoven; Parry’s ‘I Was Glad’, an anthem sung at many a Marketors’ Rededication Service: a manuscript of Elgar’s Cello Concerto and, a personal favourite, Eric Coates’ ‘The Dambusters’ March’, which he had already written before he got the commission for the film score and we could see where he had added the new name.

Following the tours we went to the Parry Room which has a marvellous view of the Royal Albert Hall. Here we were treated to an exclusive performance by a trio of RCM students. Led by violinist Naoka Aoki from Japan who has won the RCM’s Concerto Competition for the past two years, with Kristiana Ignatjeva from Latvia on cello and Salih Gevrek from Turkey on piano, the trio played works by Elgar, Chopin, Mendelssohn and our own Tasoulla Christou, wife of Court Assistant and Chairman of Events, Richard Christou.

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Tasoulla’s piece, Romance, was written for the flute, but she transposed it this year for the cello. Romance looks back nostalgically to the 19th Century, when ‘Soirées’, or private parties with musical entertainment, were flourishing. Romance is written in the Romantic style of the later 19th Century. The cello plays a beautiful and elegant melody while the piano plays an arpeggiated accompaniment. In Romance both melody and harmonies are characterised by elegance and beauty, evoking a romantic feeling throughout the piece - all indispensable characteristics of the 19th Century ‘Soirées’. I can say that it did not feel out of place in the distinguished company of Messrs Elgar, Chopin and Mendelssohn.

After this beautiful music we took wine with our hosts and heard of the students’ ambitions. All were inspired to come to London by its rich tradition in music and the wonderful ambience of the College in the shadow of the Royal Albert Hall, home of the greatest festival of classical music every summer. Some of the party then went to a local Italian restaurant. This was what a Marketors’ event should be: distinctive, exclusive and finished off with fine fellowship. n

WINTER 2014 / 66 19

Royal College of Music:Four Events in One

Tassoula Christou (centre), the Master and the musicians.

Middle Warden David Pearson

www.marketors.org20

The Great Events are in bold. Events in italics are restricted or by invitation only.

As you will have seen from the Clerk’s notices, we have already earmarked key dates for next year, so please put them in your diary. As ever, however, there will be a number of interesting and informative events added to this list, so keep an eye out for the flyers and Clerk’s notices from January.

Thursday 22 January: Installation Ceremonial Court and Banquet, Goldsmiths’ Hall

Tuesday 17 February: Shrove Tuesday Inter – Livery Pancake Races

Wednesday 25 February: Business Court

Friday 20 March: United Guilds Service, St Paul’s

Wednesday 1 April: 40th Anniversary of the Guild of Marketors

Thursday 23 April: Rededication Service, St Bride’s & 40th Anniversary Celebratory Lunch, Stationers’ Hall

Friday 1 – Monday 4 May: Master’s Weekend to Lincoln

Wednesday 20 May: Inter-Livery Clay Shoot, Northwood

Wednesday 24 June: Election of Sheriffs

Thursday 25 June: Business Court

Monday 29 June: Marketors’ Golf Day, Verulam Golf Club, St Albans

Tuesday 28 July: Mansion House Banquet

Thursday 24 September: Business Court

Tuesday 29 September: Election of Lord Mayor

Thursday 15 October: Bowden Charter Dinner, Mercers’ Hall

Sunday 8 November: Remembrance Service

Saturday 14 November: Lord Mayor’s Show

Thursday 26 November: Business Court followed by Common Hall

L.P.M.A. 98-99 Golf TournamentLiveryman Nick Wright and John Petersen are seen below receiving the Lombard Challenge Rose Bowl awarded to the winners of this year’s Livery Past Masters Association (L.P.M.A.) 98-99 golf tournament played at Purdis Heath (Ipswich Golf Club) last month. Nick, a member of the Company since 1999 has partnered John in this annual competition for a number of years and this year played brilliantly to drag him round to a combined Stableford score which left all the other Livery Companies represented in the Marketors’ wake.

This is the first time that the WCM have won this trophy. Nick, who is a marketing consultant when not on the golf course (his handicap, other than his playing partner, is 11), was formally Marketing Director of Berry Bros and Rudd, so he knows his wines. John suggests that perhaps he should be encouraged to be the Company Providetor. n

Freedom of the CityFreeman Carole Seawert, who was admitted to the Company in October 2013, gained her Freedom of the City of London in November.

All Freemen of the Marketors are encouraged to do the same as, once you have gained the Freedom of the City, you are entitled to apply to progress to full Livery status within the Company.

Looking ahead to 2015We asked the Master Elect Andrew Marsden to explain why he had chosen ‘Building valuable brands’ as his theme for 2015…“Every year our trade press tell us we should be concentrating on some new thing or another. This year it’s programmatic buying, ‘dark social’ and post-demographic consumerism.

In reality, marketing’s role remains constant. Potential shareholders look to marketing to define and forecast the scale of future market opportunities, their cash flows and associated risk mitigation.

The market capitalisation of the great branded companies far exceeds the tangible assets that can be shown on the books because shareholders recognise the disproportionate value of branded businesses, knowing that consumers recognise and respond to them, giving brand owners leverage. Shareholders also know that brands are critical to retailers, as they sustain significant price premiums.

Brands are of great value to shareholders for four principal reasons:

Firstly, they are more resilient to economic stress, allowing for a greater predictability of demand and stability in forecasting, thereby allowing greater confidence in potential investment returns and cost efficiencies.

Secondly, being legally protectable, brands have significant similarities to tangible assets, being ‘ownable’ things that can be bought, sold and expanded internationally irrespective of fixed assets.

Thirdly, investment in brands is also ‘efficient’ with advertising and promotional investment being captured in the brand name over time, giving a cheaper overall average.

Finally, once established, brand leaders are difficult to unseat, with many brand leaders being in place for decades.

The building of valuable brands thus remains at the very centre of creating shareholder value.

How do we build such valuable brands? We begin in January at the Installation Dinner with Liveryman Dianne Thompson talking about how she grew Camelot to become a multi billion pound brand. n

Diary Planner 2015Members’ NewsAs Carole explained, it is a straightforward process: “All I had to do was phone up the Chamberlain’s Court to make an appointment where I showed my birth certificate and Marketors’ certificate and paid my ‘fine’ of £30. After the Court of Common Council approved my application, it was simply a case of arranging a date for the ceremony and inviting friends along. It was a very memorable day – and a highly enjoyable one”. n