The Marketing Academy today announced that Terry Savage has been appointed as its first Global Chairman to guide the Academy through ambitious expansion plans when he leaves his current role as the Chairman of Cannes Lions in June.  In addition to steering the Academys international development Savage will convene a Global Council of high profile industry figures to assist in raising awareness of the Academys mission around the world. Phil Rumbol, Partner at Mullen Lowe, will continue to Chair the Board of Trustees in the UK.

Sherilyn Shackell said ‘For the last 8 years we have been uniting companies, CEO’s and CMO’s across the entire industry to share their wisdom and expertise with the next generation of leaders. With over 400 Alumni of our programs we remain totally committed to inspiring and developing exceptional talent. Terry brings a wealth of experience and knowledge at a global level and I am beyond excited that he has agreed to support us in the next step of our growth’.

Terry Savage, who leaves Cannes Lions Festival of Creativity in June following a 33 year association said ‘I have long believed that for our industry to thrive we need to invest in our talent at the highest level. Through the quality of its mentors and the exceptional leadership development it delivers The Marketing Academy has already earned an enviable reputation as a growth enabler for our talent and therefore our future. I’m looking forward to uniting the community around the world to collectively benefit from the Academys work’.

Sponsored by organisations such as Microsoft, McKinsey, Facebook, BT, Commonwealth Bank, News Corp, ITV, Virgin Atlantic, Accenture, PHD and PwC, The Marketing Academy is regarded as the only company of its kind in the world. A not for profit organisation it delivers world class marketing leadership programmes to executives in marketing, media, communications and advertising. Their coveted flagship programs; The Scholarship for emerging leaders and The Fellowship exclusively for CMO’s, are highly selective and totally free to the selected participants.

The Marketing Academys plans include launching programs in the USA this year and in the Middle East during 2019. Expansion into Asia also forms a pillar in its longer term strategy.

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During an exclusive party hosted by Commonwealth Bank, The Marketing Academy Australia announced the cohort of marketing executives selected for the fourth year of their coveted Scholarship Programme.

Following a rigorous 3 stage selection process that included more than 300 nominations, over 100 ‘pitches’ and 60 face to face interviews,  The Marketing Academy Australia has unveiled the 30 emerging leaders from client side brands, media owners and agencies selected to attend its 2018 Scholarship Programme.

This free but highly selective leadership programme for talented brand, media and agency leaders is designed to develop the Scholars leadership skills and prepare them for their journey towards board level business leaders.

Speaking of the selection process Academy Founder Sherilyn Shackell said ‘The quality of talent in Australia is remarkable. As we enter our fourth year the standard of applications continue to raise the bar. Whilst this is great to see, it also means that our job of selecting the just 30 becomes even harder! I’d like to say a huge thank you the industry CEO’s and CMO’s who nominated such an amazing array of talent this year.’

The prestigious Scholarship Programme, sponsored again in 2018 by Google, Commonwealth Bank, News Corp Australia, Microsoft and PwC, includes one-to-one mentoring sessions with Australia’s most experienced industry leaders.  Each year the line-up of Mentors who donate their time to invest in the Scholars reads like a who’s who of the industry and includes Mark Lollback, Monique Macleod,  Damian Eales, Therese Kallie, John Steedman, Stephanie Tully, Andy Lark and Brent Smart.

In addition the mentoring Scholars are each assigned an Executive Coach, attend 3 residential ‘Boot Camps’ packed with inspirational speakers and experience 4 Lectures hosted by recognized subject matter experts. Alumni of the programme describe the experience as ‘a once in a lifetime opportunity’, ‘transformational’ and ‘life changing’.

Here’s the line up of The Marketing Academy Australia Scholarship Class of 2018:

Adam Slattery, Head of Media, Brand & Communications, Woolworths BWS
Alex Conomos, Marketing Manager, SBS
Alison Tilling, Co-head of planning, BMF
Andrew Kolb, Head of Strategy, Y&R Brisbane
Anna College, Head of Creative Management, Ikon Communications
Anshika Grover, Associate Director, Optus
Brooke Tierney, Head of Marketing, Monde Nissin
Chiquita King, Managing Partner, DDB Sydney
Ciaran Norris, Director, Marketing & Business Insights, American Express
Danni Wright, Group Strategy Director, Carat
Declan O’Dwyer, Group Director, UM
Dorothee Gomez, Business Director, OMD Australia
Evonne Williams, Marketing Communications Manager, Simplot
Hannah Sturrock, Group Head, The Hallway
James Boardman, National Head of Strategy, MEC
Jules  Lund, Founder, Tribe Group
Kammeron George, GM Consumer Sales & Marketing,     News Corp
Katrina White, SMB Customer Program Manager, Microsoft
Kelly Tagalan, General Manager, Code Club Australia
Laura Johnson, Marketing Director, Xref
Lucio Ribeiro, Managing Director, Online Digital Circle
Martin Curtis, Head of Performance Agencies, Google
Mitchell Parkins, Head of Sponsorships, Sportsbet
Mollie Hill, Director of Strategy, 72 & Sunny
Myriam Conrie, Head of Communications & Marketing, Museum of Contemporary Art
Nicky Bryson, Brand Strategy Lead, PwC
Richard Woods, Group Account Director, Naked
Sarah Jane Knox, Marketing Capability Leader,     Lion Beer
Sarah Murdoch, Global Marketing Director, Jurlique
Tamara Carson, Executive Manager Small Business Marketing, CBA

Full details on the Scholars, Alumni, Mentors, Coaches and Selection Panel can be found at

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What a start to 2018 it has been. Our 2017 Scholarship class have graduated in style, our 2018 Fellowship kicked off in the Austrian Alps, we’re on the verge of launching five new apprenticeships via the Foundation, and the Inspire team have launched their 2018 calendar.

And news just in…we are extremely delighted and excited to announce that The Marketing Academy USA will be launching in Spring 2018.  Powered by Salesforce, The Marketing Academy USA Scholarship Programme will follow the same layout as the UK and Australia incorporating our 4 P’s – Personal Development, Professional Development, People Development and Purpose.  If you would like to get involved (or know anyone who may want to get involved) as a sponsor, mentor, coach, judge or speaker please email

Here is your update on all things Marketing Academy!

Scholarship update:

Last Thursday we were delighted (and a little bit sad) to graduate our Scholarship cohort of 2017 in true style at the citizenM Hotel, Tower Hill. Charlotte Langley, Scholar, summed up what has been an amazing year and everything she learned on our blog.

“All good things come to an end and how sad all the 2017/18 scholars are that our 9-month programme is now over, but how lucky we are to have had what can only be described as a life-changing experience.”

Thank you to the mentors, coaches, partners, speakers and everyone who made the year possible, particularly those who were winners of the 2017 Mentor Awards.

We can’t wait to do it all again with the 2018 cohort. Speaking of which… there are less than 7 days remaining to nominate your future marketing talent here!

Fellowship Update

The recently appointed 2018 Fellows spent a packed four-day stay at McKinsey and Co’s Alpine University in Kitzbuhel, Austria where they kicked off their 9-month Fellowship journey.  You can meet the new fellows here.

The week began with masterclass sessions in all areas of board stewardship, and included cutting-edge knowledge and leadership lectures run by Thomas Barta. In the evenings there was also enough time for a touch of curling! Mentoring has commenced and they are starting to work with their coaches organised by Wisdom 8. They’ll be together again in London for their second 4-day residential in June.

It’s official – 2018 has kicked-off with a flying start. We held the first of our 2018 events – a coaching breakfast with Alexandra Lichtenfeld, founder of Client Matters – and have nearly filled our 2018 calendar. There’s a full list of upcoming events below but these are 2 we’re particularly excited about: Our annual Inspire Live event and a lecture with Professor Mark Ritson.

Inspire Lecture: Mark Ritson – Marketing in 2018. F**k Me. In an animated and applied talk, Professor Mark Ritson will spend the morning of 5th March reviewing the current state of marketing thinking and offering practical suggestions on how to be a successful marketer when all around you appear to be losing the plot. Find out more and buy your ticket here. We’ve partnered with AAR, the experts in client:agency relationships to bring you this event.

Inspire Live: The work revolution. Back for a 5th year on 26th April our flagship event – Inspire Live – gathers an inspiring array of speakers and focuses on how to future-proof your business, your leadership and yourself. We’ll make sure you leave the day feeling energised; with practical actions for your personal development and your business. Get ahead of the work revolution and grab your ticket before they sell out!

And also in the calendar are:

  • The Power of Improvisation (Coaching Breakfast, 8th March). Tickets here.

  • How to be a Creative Ninja (Coaching Breakfast – 24th May) Tickets here.

  • Leading with Boom (Coaching Breakfast – 28th June). Tickets here.

100% of the funds raised from all Inspire events are donated to The Marketing Academy Foundation.

Foundation Update

We have now received the grant funding for our five Direct and Digital Marketing Apprentices and are now recruiting for the Individuals starting at Virgin Atlantic and The Marketing Society. We will be seeking applications for more host companies in March.

We are developing a schools outreach programme in partnership with Atomic and hope to connect this with a summer internship for 10 people and will be approaching potential sponsors this month.

Current apprentices, Kennedi and Roberta, are studying hard for their CIM Foundation certificates and are thriving at The Prince’s Trust. We will be continuing our eight-year partnership by providing the Trust with another apprentice when the ladies leave in the summer!

Partner Spotlight: Brand Learning

New research from Brand Learning reveals that managers are vital in translating strategy into winning solutions, enabling a growth culture and developing talented teams for the future, but they are one of the least supported cohorts in organisations today.

The daily reality of being a manager is tough. Only 18% of managers focus on commercial success through developing people. Not through a lack of desire to support people growth, rather a lack of practical support in connecting people growth to business growth. Sound familiar?

The research uncovered 3 Growth Practices for Managers that are easy to adopt, have immediate performance impact, and are available by downloading the toolkit

Job Moves

Fellow Alumni Gary Booker is now Chief Marketing, Innovation & Strategic Officer at Rentokil Initial
Fellow Alumni Kristof Fahy is now Chief Customer Officer at Hostelworld Group
Fellow Alumni Otto Rosenberger is now Chief Operating Officer at Iglu
2017 Scholar Jess Haigh is now Acting Managing Director for Cedar Hong Kong
2012 Scholar Jenny Jones is now Director at Rosebank Gardening
2017 Scholar Andrew Brown is now Senior Brand Manager at Hasbro
2017 Scholar Lottie Unwin is now Brand Manager at Dynamo Mortgages
2017 Scholar Silke Wexoe is now Senior Strategy Lead at Bow & Arrow
2011 Scholar Sarah Ellis is now Managing Director at Gravity Road

Recommended Reading:

Working Identity, Herminia Ibarra. A book that explores rather deeply what it means to change roles and how people have dealt with these challenges.

The Alchemist, Paulo Coelho. An inspirational fable about making one’s personal dreams come true.

The Leadership Mystique,Manfred Kets de Vries. The book demystifies CEO leadership and gives practical advice for senior leaders

The Secrets of CEOs: 150 Global Chief Executives Lift the Lid on Business, Life and Leadership,

Steve Tappin and Andrew Cave.

Five Reasons Why it’s Lonely at the Top, M. Ena Inesi and Adam D. Galinsky. An article looking at reasons for distance between bosses and staff (and what to do about them).
Developing Executive Teams, Mindy Hall.


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All good things come to an end and how sad all the 2017/18 scholars are that our 9-month programme is now over, but how lucky we are to have had what can only be described as a life-changing experience. I know that even though our bootcamps, lectures and mentoring sessions might have finished, this is a group who will continue to support and learn from each other for years to come.

So what have we learnt? Everyone will have taken their own lessons from this exhilarating programme, but here are a few of the ideas that I think have had the most impact over the past nine months.

1.    You don’t need to be in a position of power to be a leader, you just need to have influence over someone else.
What an eye-opening thought. For those of us who started the programme with severe imposter syndrome, this reassured us that being a great leader has really got nothing to do with your job title. It’s about being authentic, listening and drawing the best out of others.

2.    Make the small changes: together they make a big impact.
It’s easy to excuse ourselves from changing our habits and behaviours as it can often seem too small a thing to bother with, but it’s exactly those small changes that we should all make: they’re easy, immediate and they add up. To use a metaphor Richard Tyler gave us at our final bootcamp: if you move train tracks apart by 1 degree, after 50 miles they’re a mile apart.

3.    Live your life on purpose.
Everything you do in your life is a choice, and taking responsibility for this shifts your perspective and makes for a much more positive outlook. It’s the switch from waiting for something to happen, to going out and making it happen.

4.    The power of visualisation
It works for top athletes, so why not for everyone else? We British can be really squeamish about these kinds of techniques (I know I was) but it truly works. As we learnt on the transformative Living Leader course, “your thinking can create your reality”.

5.    Invest in yourself to build others.
It’s always hard to justify the time in your diary for personal development, but changing your thinking to see this time as an investment not just in yourself, but in everyone else around you, suddenly shifts your priorities.

Finally, we’d like to say some big thank yous:

To all those who contributed and attended our showcase event “Big questions, bigger perspectives” thank you for your time and energy. It was a brand new way of approaching the showcase and we hope you found it a stimulating evening. If you weren’t able to be there, watch this space for snapshots of the evening. A big thank you too to Citizen M Tower of London, who so kindly gave over their amazing space to host the event. What a view! Check it out here.

To the Marketing Academy sponsors who make this programme possible, your commitment to nurturing industry talent is so appreciated.

To our mentors, speakers and coaches who all give their time so generously, we are so grateful and have learnt so much from you. Your commitment to developing others is inspiring and we hope to be able to contribute as much to others in the coming years. You can find the winners of this year’s mentor awards here.

To Sherilyn and the Marketing Academy team, there are not enough words. Thank you for this opportunity, it’s been truly transformational.

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“A truly great Mentor is hard to find, difficult to part with and impossible to forget’’

The Marketing Academy is a staunch advocate of the power of mentoring. So much so that mentoring has formed a core part of their coveted Scholarship Programme for the last 8 years. The 9 month development programme for emerging talent attracts hundreds of the industry’s highest profile CEO’s and CMO’s who each gift their time to mentor the Academys Scholars.

For the 8th year running the graduating class of 30 Scholars have each selected just one person from all the inspirational leaders they’ve met during the 2017 programme to receive a ‘Mentor Award’, a small way of appreciating the individual who’s advice or input made an extra special impact. It’s one of the only industry awards that recognises leaders on a personal level rather than for the job they hold.

Founder & CEO of The Marketing Academy Sherilyn Shackell said ‘Mentoring has always been a key pillar of our programmes. Our Mentors and speakers gift their time, freely sharing their wisdom and experience to help us nurture and develop our Scholars. We are privileged to have so many of the Uk’s greatest marketers and leaders advise, encourage and inspire our Scholars and we created these Awards as a way to celebrate these extraordinary people’.

The Marketing Academy’s 2017 graduating Scholars announced these special accolades during their graduation event at CitizenM Hotel on 8th February at Trinity Square.

The winners of The Marketing Academy Mentor Awards are…

Adam Johnson, Director of Marketing, Global Media Group
Alastair Pegg, Marketing Director, The Co-Operative Bank
Andrew McGuinness, CEO, Ellipsis Entertainment
Ben Slater, CEO & Founder, Bow and Arrow
David Pearl, Founder, Pearl Group
Ed Smith, General Manager Europe Integrated Marketing, Amazon
Guy North, Managing Director, Freeview
James Brett, Founder, Plant for Peace
Jennelle Tilling, Founder and Chief Brand Strategist, Marketing with Insight
Keith Moor, CMO, Santander
Lindsay Pattison, Global Chief Transformation Officer, WPP
Mark Cripps, EVP, Brand and Digital Marketing , The Economist
Michele McGrath, Co-CEO, Brand Learning
Michelle Hutton, Managing Director, Global Clients, Edelman
Neil Macgeorge, former Marketing Director for Punch Taverns,
Nigel Holland, Regional President, EMEA, Tata Global Beverages
Peter Markey, Director of Marketing, TSB Bank
Richard Tyler, Director of Performance & Possibility, BTFI
Rob Weston, Global Brand & Marketing Director, GM & Food, Marks and Spencer
Russ Lidstone, CEO, The Creative Engagement Group
Sara Bennison, CMO, Nationwide Building Society
Sara Cremer, CEO, Redwood Group
Sarah Warby, Former Marketing Director, Sainsbury’s Supermarkets
Simon Biltcliffe, Managing Director, Webmart
Stephen Woodford, CEO, Advertising Association
Steve Radcliffe, Leadership Expert, Author & Keynote Speaker
Steve Walker, Marketing Consultant, Two Sides Communications
Thomas Barta, Author & Keynote speaker
Tim Duffy, Chairman, M&C Saatchi
Toby Jenner, Worldwide COO, MediaCom Worldwide

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We’re about to disappear down the black hole that is the Christmas period, to appear on the other side in a fresh new year… and what a lot 2018 has in store for The Marketing Academy! But before we get into all that, we thought we’d bring you one final review of what’s been going on.

The Fellowship
Last week we were delighted to announce the selection of our 19 CMO’s and marketing leaders at the top of their organisations who will become the 2018 cohort of Fellows, and gain insights and skills to help them make the transition on to Boards and into the CEO role. You can find out who made the final list on our blog here.

The Scholarship
“I can’t believe how quick time has passed since the 30 of us gathered for the first time, unaware really what the Marketing Academy had in store for us just back in May… The way the academy has bonded 30 strangers is like nothing I have ever experienced before.  Yes, we all have a trade in common, however, the genuine enthusiasm, friendship, shared experiences and wealth of knowledge is phenomenal and is a testament to the time that goes into the selection process for entry.”
More from current Scholar Steve Marks on his year so far on our blog here. And of course…

Nominations are Open!
We’re looking for the next generation of marketing leaders for the 2018 Scholarship, and we need your help in doing so. Good candidates will be brilliant marketers, either brand or agency side, with between 5 and 15 years marketing experience. They should be in a position of leadership already (be it man management or as part of a team). Nominations for the Scholarship are open on our website until midnight on 19th February!

News from Down Under…
We are just coming to the end of the nomination process and the applications are flooding in. If you know of any marketing talent in Australia you have until the 18th December 2018 to nominate. You can do that here.

Partner Spotlight – Kantar Millward Brown

WPP and Kantar Millward Brown have announced the first BrandZ™ Top 50 Most Valuable UK Brands. The ranking includes some of the most famous brands in the world, and reflects the UK’s role as a centre for financial services, energy exploration and communications. Many brands are incredibly strong and enduring, and are successfully keeping step with consumers’ changing attitudes. However, the study reveals ‘an innovation gap’, putting some UK brands at risk from smaller, newer rivals. Read the full report: 200+ pages of analysis on how the most successful brands are performing, and strategies for building healthy brands that will stand the test of time.

The Foundation

We were featured in this profile by the fabulous Marketing Week looking at the diversity and talent challenges our industry faces, and the work we’re trying to do to begin to solve them!

We are proud to say that since our launch in 2014, together we’ve inspired 2,171 people through 35 learning events held in London!
As the year draws to a close, we want to take this opportunity to say a massive thank you to everyone who’s helped make the Inspire learning series a reality. It has edged us even closer to inspiring more individuals through our accessible learning offer, as well as helping more youngsters who have had a challenging start in life get into careers in marketing.
None of this would be possible without the support of our partners. Mr President and 15 Hatfield for hosting our events, our talented speakers who give up their time to come and inspire others every month and everyone who has attended an Inspire event in the past. And a final thank you to all our volunteers who donate their time on top of busy day jobs.
Merry Christmas and we hope to see more of you in 2018! Click here to find out what Inspire events we have coming up next year.

Partner Spotlight – Facebook

Facebook is an integral part of the Marketing Academy community and they would like your help in learning more about what UK marketers think about Facebook a partner. Feedback is a gift and to help them be the best partner possible to the UK advertising industry, they have teamed up with Circle Research to capture your feedback. Please click here to take part in the survey before 13th December 2017 – the survey should take no more than 10 minutes to complete.

Congratulations to Marketing Academy Family Members…
Current Scholar Georgina Altman is now Proposition Strategist at Google
Scholar Alumni Jack Lowman has been promoted to Deputy Director of Marketing at The Prince’s Trust
Fellow alumni Lizzie Johnson is now MD of Conviviality
Scholar Alumni Jon Marchant is now Brand Marketing Lead at Simba Sleep
Scholar Alumni Benedict Pringle is now Business Direct at CHI & Partners

Engagement of 2014 Scholar Alumni Natasha Pergl and Jonathan Gibbs.
(Disclaimer: we are not a dating agency… well, not all the time!)


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14 days until Christmas and only 53 days until The Marketing Academy Showcase.

With the year racing to an end, the Marketing Scholars are as busy as Santa’s helpers, getting the plans together for the showcase – the pinnacle event where we get together with industry leaders, previous alumni and media for an event that will look to tackle the biggest challenges facing the industry today.

Sound familiar to all other conferences? Think again. The insights we have gathered from industry super powers about what really keeps them up at night has helped craft our thinking and it promises to be a breakthrough evening.

It’s been amazing to see the team’s collective thoughts and approach to this. Collaboration is high on the agenda, with a dedicated steering group responsible for the creative approach and then roles and responsibilities for all remaining scholars to bring this to life, which reminds me, I must reach out to the media to invite them along…

I can’t believe how quick time has passed since the 30 of us gathered for the first time, unaware really what the Marketing Academy had in store for us just back in May at the 2017 showcase. I remember looking down the line of the 29 others stood on stage, none of us really expecting the relationships we have formed.  The way the academy has bonded 30 strangers is like nothing I have ever experienced before.  Yes, we all have a trade in common, however, the genuine enthusiasm, friendship, shared experiences and wealth of knowledge is phenomenal and is testament to the time that goes into the selection process for entry.

As a competitive set, you can imagine that we are looking forward to all getting back on stage together in February. It would be impossible to condense what we have learnt, experienced and bottled in the past eight months and do justice in just a few hours, but we believe we have found a unique way to bring this to life, in a way that pays back into the principles that make the Marketing Academy what it is.

From the class of 2017, we wish you all a very Merry Christmas, and hope to see you at the showcase in February.

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The Marketing Academy has selected the 19 Fellow CMO’s and marketing leaders at the top of their organisations who will gain insight skills to help them make the transition on to Boards and into the CEO role.

Developed in partnership with McKinsey & Company and sponsored by Facebook and Microsoft, the programme is run by The Marketing Academy, a highly respected non-profit organisation which develops leadership capabilities in talented individuals working in marketing, media, advertising and communications.   The Fellowship is designed for CMOs who demonstrate clear ambition and the potential to become a CEO or take on wider board roles.

The curriculum is delivered by McKinsey, marketing leadership expert Thomas Barta and the fifth cohort will attend ‘residential’ events in Europe with masterclasses covering all elements of Board stewardship including, strategy, transformational change, corporate finance, organisational health, operational effectiveness and supply chain.

In addition, Fellows also gain privileged access to Mentors; an extended network of top business leaders spanning every board function and are also assigned an Executive Coach for the duration of the programme by the coaching faculty partner Wisdom8.

Dieter Kiewell Senior Partner at McKinsey said; “ We are very proud to support The Marketing Academy, one of the most successful programmes for leading Marketers. Participants have an incredibly rich dialogue during the residentials and build a very strong community of peers and friends. You can solve any problem with this diverse group particularly in such volatile times. CMOs always take a customer or consumer lens on strategic or functional issues, it is very refreshing to see how much more focus this approach generates and how easy it is to bring clarity to strategic choices.”

The 2018 Fellows are:

Anna Hill, CMO – The Walt Disney Company

Barnaby Dawe, Global CMO – Just Eat

Jo Godden, Commercial Excellence Director – Johnson Matthey

Kussai El-Chichakli, Director Marketing – Coca-Cola Germany

Lindsay Forster, Customer Marketing Director – Aviva UK & I

Lisa Gilbert, CMO – IBM UK & I

Mark Sandys, Global Head of Beer Baileys & Smirnoff – Diageo

Marta DeBellis, VP of Marketing, Asia Pacific - Adobe

Michael Inpong, Global CMO – Muller Dairy

Nick Robinson, CMO – Kerry Foods

Polly Cochrane, EVP & Group Marketing Director – Warner Bros

Rahul Welde, Global VP Digital Transformation – Unilever

Rick Lawrence, Category Director – Mondelez South East Asia

Simon Jackson, CMO – Gamesys

Suzi Watford, EVP & CMO – The Wall Street Journal

Tom Malleschitz, CDO – Three

Toni Wood,  CMO – DFS

Tricia Weener, Global Head of Marketing – HSBC

Zarina Lam Stanford, Head of Marketing – SAP Asia

There are 67 Alumni of this elite programme including: Craig Inglis, Customer Director at John Lewis Plc; Keith Moor, CMO of Santander; Mark Evans Group Marketing Director of Direct Line Group; Steven Overman, Global CMO of Kodak; Carol Welch, Managing Director ODEON Cinemas; Kristian Hunt Global VP Marketing of  Emirates Group.

Alejandro Pinillos, CEO Danone Waters Mexico 2017 Alumni remarked “It was a real honour to join and participate in the Fellowship Programme. A fantastic discovery journey towards becoming a CEO: new colleagues that became friends, new functional areas that broaden your perspective, new soft skills that increase your impact, and ultimately the discovery of a new self”.

The Marketing Academy’s Founder Sherilyn Shackell adds, ‘We firmly believe that CMO’s are superb candidates to lead businesses but there is still distance between the leader of the marketing function and the CEO role.  This programme provides an unprecedented and unique opportunity for leading CMOs to bridge the knowledge and skills gap to reach the highest levels on company boards’.

The Marketing Fellowship commences in January 2018 and runs for 9 months.


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This is the newsletter where we introduce our brand new look to you, launching very soon. And if that doesn’t do it for you, we’ve got your usual updates from all corners of the Marketing Academy so you can feel up-to-date!

New Branding!
We will soon be launching our new brand identity which has been lovingly designed thanks to a collaboration of our scholars, mentors and agency partners.

The idea was to ensure clarity around our brand hierarchy as our brand and sub-brands had grown organically and were a tad all over the shop if we’re honest!

The work was initially taken on by scholar Campbell Butler (now Creative Director at DesignStudio) and then handed over to branding agency Someone whose final iteration you can see below. The project was led by our own advisory board member/mentor and Foundation Trustee, Emma Harris who runs brand consultancy Glow London.
Thanks to Gary, Stephanie and the very clever people at SomeOne, we now have one masterbrand with all sub-brands aligned, and clear delineation based on colour. We hope you love it as much as we do!





The Scholarship
“As we hit the halfway point of the journey that has been the Marketing Academy Scholarship so far, I have been asked many times by friends, family and work colleagues “What is the Marketing Academy Scholarship like”? My answer usually starts with just two words – It’s Amazing.”
Read what current Scholar Alex Kenny has to say about his experience so far on the Scholarship here.







The Fellowship
“[It’s] an opportunity to create an incredible network of incredibly talented individuals with marketing background that you can connect with, bounce ideas off, get inspired from and occasionally have too many drinks with. The stories, emotions and learning from each other are, on their own, a reason to apply to join.”
Read how Alex Haitoglou, Chief Commercial Officer at Utility Warehouse, describes his Fellowship experience here.

Our two apprentices have begun their Chartered Institute of Marketing training programme, also generously gifted by CIM. We have also been granted funds by the Direct Marketing Trust, Derek Holder Legacy Fund to create up to five new apprentices in Direct Marketing. Virgin Fly have been the first to commit to hosting, and we are about to invite applications for more companies to contribute and come on board particularly in PR and Sports Marketing!
And finally, the Foundation’s new website is LIVE, and sporting the first iteration of the new branding! Thanks to one of our wonderful Trustees, Lisa Goodchild at Digiwoo for helping give us our own home online after all these years.
We, as always, are powered largely by the brilliant Inspire fundraising team and the events they run. Speaking of which…

Since we last wrote there have been two ah-mazing Inspire events. At the start of September Samantha Fay from Guinness World Records hosted a lecture on “how to be the best in the world” by setting the right goals and making plans to hit them! And to top that off, the legendary Penny Ferguson joined us for an Inspire Breakfast to discuss “Leadership at All Levels”. And just last week Daianna Karaian from Thoughtful Works led a breakfast discussion around brand purpose, is it “pointless or powerful”?





But never fear if you missed some of those, we always have more brilliant events on the horizon! Coming up on 23rd November, Anna Hickey, UK MD Maxus is talking “How to lead effective teams” over breakfast. Tickets are on sale here.




Chairman’s Drinks
Back in September we gathered our Mentors, Fellows, Coaches, Partners and Alumni on the legendary Global rooftop for our annual Chairman’s Drinks. It was wonderful to see so many of you there… what better way to spend an evening with your family, discussing plans for 2018 and beyond! And thanks to Stephen Miron and Kathryn Marriott at Global for hosting.

Partner Spotlight – Facebook Providing More Clarity and Controls for Advertisers 
Facebook’s VP of Global Marketing Solutions, Carolyn Everson, published an update on new standards and tools Facebook is introducing to give advertisers the clarity and control they need to run their campaigns. In the same blog, which you can read in full here, Carolyn clarifies the additional steps being taken by the company with regards to third-party verification and brand safety.

Congratulations to Marketing Academy Family Members…
Fellow Nigel Hunt is now Marketing Director at Tesco Bank
Fellow Alex Haitoglou is now Chief Commercial Officer at Utility Warehouse
Fellow Alumni Shadi Halliwell is now CMO of Three UK
Scholar Alumni Jonathan Gibbs is now Client Business Director for Design Bridge
Scholar Alice Ter Haar has been promoted to EU Marketing Lead for Deliveroo
Scholar Alumni Tom Probert has now joined Been There Done That as Strategy Director
Scholar Alumni Mario Rauter is now Head of Brand Marketing for Simba Sleep

And some recommended reading…
Royal Mail Group’s Jonathan Harman on the Future of Mail Metrics.
The excellent System 1 book for advertisers, innovators and brand builders.
A whole bunch of other juicy articles on the Marketing Academy blog.

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Many years ago, while being a brand manager at a global FMCG I was also leading their global coaching course. I have a passion for people development, and it was one of the best ways to bring it to work, in parallel with my business duties. During that time, I saw some very surprising data from an annual survey across functions and levels regarding overall development and coaching.

At the more junior levels of the company, the support, training and development available was reported very high, the opposite was the case though for the more senior roles. Most directors and VPs did not feel that there was enough support or learning opportunities, neither at a corporate level nor from their managers.

Having talked about this with a lot of people over the years, and experienced it in another multinational organisation myself, it seems to be the norm rather than the exception in many companies. The absence of opportunities to learn, grow, get real honest feedback and even have people to ask for help and advice is startling at senior management levels. This does feel counter-intuitive, as the need for it is arguably bigger the more the responsibilities grow and the potential impact that it has on the company bottom line a lot more significant.

Add to that the specific challenges for managers with marketing background, especially the ones that end up with the highest marketing roles in an organisation. They are faced with some fascinating challenges: CMOs are the “first ones to go”, with the board position having the highest turnover across the board, and across most industries (HBR, Why CMOs never last). Not surprisingly, as 4 out of 5 CEOs declare dissatisfied with their CMOs. Moreover, very few CMOs make the transition to CEO altogether. It can get very lonely at the top.

Let’s recap; the people most responsible for organic growth in a company, the ones entrusted with growing the customer base and top-line sales, are not trusted by their CEOs, have little chances to get to the top spot, and have little support or learning opportunities on how to change all that.

Cue the Marketing Academy Fellowship Programme. Sherilyn and her team, together with McKinsey, have spotted the above pattern, and too action by creating the programme. Getting accepted has been a career, but even more importantly a personal, development highlight.

What the Fellowship is:

-An opportunity to create an incredible network of incredibly talented individuals with marketing background that you can connect with, bounce ideas off, get inspired from and occasionally have too many drinks with. The stories, emotions and learning from each other are on their own a reason to apply to join.

-Fantastic quality learning experience on how to run businesses, from strategy and finance, to customer experience and change management.

-A deep dive into who you really are, and how you really want to grow, transform, lead yourself and others.

What it is not:

-For the fainthearted, or for those that will not put the time and effort into it. After all, taking almost 3 weeks off the day job for personal development, plus the effort and time in between over a course of a year is something that you really want to commit to personally, and align it with your business and family, otherwise you will not get much out of it.

Personally, I have been inspired and learned a lot from my fellow fellows, got hands-on skills that I am already applying in my role, but most importantly clarified what are my values and what I am prepared to accept as consequences for living those values, positive and negative.

Learning, personal development, and people to talk to when the going gets tough (or to relentlessly WhatsApp with) is more than I expected, and what I needed this year. Plus our fellows community will carry on for the years to come.

From my heart thank you to all the fellows, Sherilyn, Thomas, Fliss, Mckinsey and the broader team that made this possible.


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