Phil Rumbol, Marketing Director of Cadbury’s, a Marketing Academy Mentor and Board Member spoke at JKR’s Platform event on Tuesday 20th July 2010 on how to be entrepreneurial in a corporate marketing environment.  

Six key thoughts on how to be entrepreneurial in a corporate environment:

1. Think like a consumer:
We often over-estimate our research - subconscious and subliminal behaviour is the biggest factor in how consumers make choices.  As a marketer, be realistic about how consumers think about marketing. You need to rely on your judgement and your instincts -  it’s easy to get stuck.  With the Gorilla ad, the consumers got it quicker than the professionals.   

2.  Lead consumers - don’t follow:
Invest more time in actually standing for something - don’t be afraid to break the mold.  The Gorilla ad execution connected via YouTube had incredible clarity.  You can make a rational promise and deliver it in an engaging way.   

3. To win big know that you won’t get everything right:
Push boundaries ‘til you get scared.  Don’t seek certainty- it’s better to take risks for genuine differentiation. Accept that you WILL make mistakes if you’re going to win BIG

4.  ALL that matters is what the consumer sees:
Don’t get caught up in the internal processes.  Internal strategy doesn’t make it interesting for the consumer - try and only spend 25% of your budget on strategy

5.  Don’t accept ‘no’:
Have a healthy disdain for the big corporate internal ‘machine.’  Have dogged determination and belief - be tenacious, persistent and bloody-minded!

6.  Autonomy:
The best way to get autonomy within the corporate environment is to build on success.  Remember to think like a consumer!  Get permission to do one thing - then demonstrate by doing that really well and you’ll convince the skeptics.     

Questions:
Q: How to use the tools of big brand without becoming one?   
Phil:  ...keep focused on clarity and brand identity.  

Q: How do you get clients to ask interesting questions, understand consumers better?   
Phil:  Start with the consumer mindset as they push their trolley round Tesco.  

Q: What skills do you look for in a candidate?
Phil:  Curiosity and aptitude, people who ask questions of the status quo - these things can’t be taught.  

Q: With the Gorilla ad, did you have the data to convince?
Phil:  With that ad, it didn’t matter - there was an emotional connection with the consumer.     

Q: How can you get the right relationship with the advertising agency?
Phil:  The power of creativity will foster the right relationship between the client and agency.  We had a bootcamp to build a team across those lines.  You get the advertising you deserve - as with any team it’s crucial to have mutual respect.

You can read the bulletin here

Charmaine Eggberry, a Marketing Academy Mentors, Board Memebers and Trustee has just joined Nokia Senior Vice President of Marketing.  To read more click here

To read more please click here

International Marketing Partners today announces their appointment as Faculty Partner for the Marketing Academy, (http://www.themarketingacademy.org.uk/.)  The Marketing Academy provides a unique forum for industry leaders, marketing gurus, academics, entrepreneurs and marketing practitioners to inspire, develop and coach an entire generation of future business leaders.
 
The Marketing Academy’s Faculty for its International Marketing curriculum will be led by Allyson Stewart-Allen, internationally-known business guru, broadcaster and author expert in the fields of international marketing, US business and inter-cultural working.  (http://www.intermarketingonline.com/index.html)
 
Allyson, Director of International Marketing Partners, comments:
 
“The importance of the Marketing Academy’s work cannot be underestimated.  Shaping Europe’s future marketing leaders is critical in a time when trust in brands are taking over from other institutions.  Brands now travel the globe as a matter of course, and we need to make sure marketers help them do so successfully and diplomatically, now we’re all aware from BP and Toyota of the high costs of getting this wrong.”

Her programme for the Marketing Academy, “Brand Travel: The Essentials of Localisation” will cover many aspects of ensuring companies check their assumptions.  “Managing the dilemma of globalising and localising brands is filled with ambiguity and risk, but with the right frameworks and knowledge, the chances are high that these scholars will get it right for their companies so they can realise the payback periods they’ve planned for while building sustainable international businesses outside their home markets” says Stewart-Allen.

Sherilyn Shackell CEO of the Marketing Hall of Legends (UK) and Founder of The Marketing Academy observes:

“We are incredibly fortunate to have Allyson Stewart-Allen of International Marketing Partners on board to lead the the Faculty on Brand Travel.  Allyson is singularly qualified in what is now, more than ever, the essential sphere of global marketing.  Add to that, Allyson's extensive coverage in the press as the 'go to' guru for all things international, with recent coverage on BBC One, BBC Breakfast, BBC News, Bloomberg, CNN, BBC 4, BBC 5 Live and the FT - and that's just in the past week!"

Allyson, a Californian based in Europe for over 20 years and one of Dr. Peter Drucker’s first students, is sought by European and US organisations growing their markets on either side of the Atlantic. 

Known for several years during her weekly Sky News television slot as “the Muse of Marketing,” Allyson suggests "My experience as the Muse of Marketing is especially appropos to what I endeavor to bring to the Marketing Academy Scholars, as muses have traditionally been the seen as the key to the good life - bringing prosperity, reflection and inspiration to those who sought their talents. ”

Sherilyn Shackell further comments:

“The Marketing Academy aims to inspire and develop the absolute best marketing talent of today to become the industry leaders of tomorrow.  One of the most important learning streams for the Scholars within the Marketing Academy's innovative learning programme is the exposure to and knowledge sharing with some of the UK's most talented and innovative leaders from across a variety of marketing disciplines."

The Marketing Academy provides a unique forum for industry leaders, marketing gurus, academics, entrepreneurs and marketing practitioners to inspire, develop and coach an entire generation of future business leaders.

Every year, the Academy awards free Scholarships to bright, naturally talented and high potential marketers who will receive world class mentoring, development and coaching from the good and the great of UK businesses.

This unique part time Scholarship offers a life changing opportunity to rising stars currently working in the fields of Marketing, Communications & Advertising. 

Key corporate sponsors of the Marketing Academy Scholarship 2010 include Cadbury, Google, O2 and Marketing Week

The Marketing Academy, ‘‘Turning the marketing talent of today into the leaders of tomorrow’’ announced that it has appointed whynot! as a Faculty Partner for this year's Scholarship Programme.  http://www.whynot-europe.com/

whynot! joins 12 other Faculty Partners, who provide expert channels to knowledge and are run by companies considered as experts in their field.  The organisations leading these Faculties will be delivering group development initiatives for The Marketing Academy Scholars throughout the year.

whynot!'s  Chief Executive, Andy Agar, comments:  “We are absolutely delighted to have been given the opportunity to be involved in the Marketing Academy. The opportunity to help shape the marketers and potential business leaders of the future is one which we are hugely looking forward to. The disciplines of both sales promotion and experiential marketing are high on the agenda for leading brands and we intend to help keep them there.”

Sherilyn Shackell CEO of the Marketing Hall of Legends (UK) and Founder of The Marketing Academy says: “I am thrilled to have whynot! on board as our Faculty Partners for Sales Promotion and Experiential Marketing, as they bring not only a wealth of experience, but have a completely engaging and unique take on marketing strategy.”

whynot!'s Managing Director, Nick Whitehurst, remarks: "We think that the Marketing Academy is a fantastic concept and we are delighted to be Faculty Partner for Sales Promotion and Experiential Marketing.  We're looking forward to getting to know the scholars and helping them develop in our areas of expertise."

whynot!'s distinctive take is perfectly illustrated by their marketing brief:

"Life’s complicated, isn’t it?

Some people think marketing is too. And sometimes it is. However, probably most of the time a great insight, executed brilliantly is all you need. That’s what whynot! are all about. We like to keep things nice and simple.

A sales promotion is worth nothing unless it compels a consumer to get off their bum and do something. It’s not called “sales” promotion without good reason. The guys at whynot! are expert consumers, after all we have over 500 years practice between us. We know what we want, we know what consumers want and we know how to deliver innovate and compelling ways to influence them.

We are not just a sales promotion agency. We do a whole bunch of other interesting stuff.

Like experiential marketing. 

We believe that to be successful, a brand must be linked to an idea that makes an emotional connection with its consumer. It is the brand experiences which we create that can help us make these connections and, ultimately, it’s these connections which drive commercial results for our clients.

On top of sales promotions and experiential, throw in CRM, design, packaging and our general creative thinking, and that’s whynot!  But whatever we do, we always keep it nice and simple, because life’s complicated, isn’t it?"

Key corporate sponsors of the Marketing Academy Scholarship 2010 include Cadbury, Google, O2 and Marketing Week

The Marketing Academy provides a unique forum for industry leaders, marketing gurus, academics, entrepreneurs and marketing practitioners to inspire, develop and coach an entire generation of future business leaders.

(ENDS)

For further information contact:
Leonora Reed
PR Director, The Marketing Hall of Legends UK

www.themarketingacademy.org.uk

+44 (0) 7515 650328
+44 (0) 1635 558707

The Marketing Academy
The Marketing Academy provides a unique forum for industry leaders, marketing gurus, academics, entrepreneurs and marketing practitioners to inspire, develop and coach an entire generation of future business leaders.

We award free Scholarships every year to bright, naturally talented and high potential marketers who will receive world class mentoring, development and coaching from the good and the great of UK businesses.

This unique part time Scholarship offers a life changing opportunity to rising stars currently working in the fields of Marketing, Communications & Advertising. 

The Marketing Hall of Legends (UK) has created The Marketing Academy to develop leadership capability in talented marketers through the medium of mentoring, coaching and experiential learning.

Business leaders are increasingly concerned about the delta skill gap between our experienced marketers and the upcoming generation of future leaders. Succession planning is a business critical pastime, as the pool of experienced, passionate and driven individuals seems to diminish. The lack of emerging leadership talent has now become a significant issue around the Board tables across the UK.

Leadership capability, interpersonal skills, the ability to ‘engage’ face to face, the skill of influence and effective persuasion are being lost as our younger talent become further separated from the very people who have these skills in abundance.

Imagine how much could be achieved in the development of our young talent if the current generation of successful CEOs, CMOs, Entrepreneurs, Agency Presidents and Academics were able to collectively share their knowledge, experience and wisdom with talented marketers on a one to one basis......The Marketing Academy, run by the Marketing Hall of Legends (UK), provides a forum to do just that.

We identify, nurture and develop a minimum of 25 exceptionally talented individuals each year through the medium of mentoring, coaching and face to face learning  Every Mentor, Coach and Organisation working with The Marketing Academy does so on a voluntary basis.

Sherilyn Shackell, CEO of the Marketing Hall of Legends (UK) and Founder of The Marketing Academy:
As CEO of Highfield Human Solutions Group, Sherilyn is a leading figure in the world of Talent Management, Leadership Development and Executive Search. She is also the Executive Vice President of IMD International Search Group responsible for Communications across 23 countries around the world.

The Manchester Evening News writes about one of our Scholars, Bev Lam.  You can read the whole article here

Saatchi & Saatchi have put the advertising campaign they created for The Marketing Academy on Adforum.com.  You can check it our here

Brand Learning, the leading international specialist in building marketing excellence, today announced that it has been appointed as a Faculty Partner for the newly launched Marketing Academy Scholarship www.themarketingacademy.org.uk, part of the Marketing Hall of Legends.

The Marketing Academy Scholarship 2010 is a 12 month leadership programme for the UK’s emerging marketing talent. Twenty eight young marketers have been carefully selected to take part in the initiative. At its heart is the pursuit of a simple yet compelling mission: “To inspire and develop the emerging marketing talent of today to become the leaders of tomorrow.”

Brand Learning is one of 13 Faculty Partners, each of whom has a brief tailored to their area of expertise. Brand Learning has been elected as Faculty Partner for Marketing Excellence. Other Faculty Partners will cover areas including brand management, creative, market research, digital strategy, search, innovation, public relations, channel marketing, direct marketing, design, leadership and mobile marketing .

The learning programme has been designed using a powerful combination of mentoring, coaching and a series of learning faculties run by some of the UK’s leading marketing organisations. Brand Learning will work closely with the scholars to identify and provide a diverse range of learning opportunities to help build their skills in key marketing areas.    

Michele McGrath, partner and board director at Brand Learning, comments: “We are delighted to be involved in this initiative, which responds directly to a recognised need to continue to grow world-class marketing leaders. Helping build the capabilities of some of the UK’s brightest marketing talent is a real privilege.  We are looking forward to working with both them and the other partners in delivering a rewarding scholarship experience which will serve them well in their future marketing careers.”

Sherilyn Shackell CEO of the Marketing Hall of Legends (UK) and Founder of The Marketing Academy says: “The Marketing Academy aims to inspire and develop the absolute best marketing talent of today to become the industry leaders of tomorrow. One of the most important learning streams for the Scholars within the Marketing Academy's innovative learning programme is the exposure to and knowledge sharing with some of the UK's leading companies from across a variety of marketing disciplines.

“I couldn’t be happier that we have appointed Brand Learning as our Faculty Partners for overall marketing excellence as they represent the absolute finest in their field and bring with them a wealth of knowledge and experience from across the entire industry.”

Key corporate sponsors of the Marketing Academy Scholarship 2010 include Cadbury, Google, O2 and Marketing Week

Brand Learning helps clients drive profitable, demand-led growth by enabling organisations, and the individuals within them, to excel at customer-centric marketing.


[ENDS]


Background Information – Brand Learning www.brandlearning.com)

Brand Learning is the leading international specialist in marketing capability development. The company is privately owned. Its co-founders and joint MDs are Andy Bird and Mhairi McEwan – ex Unilever and Pepsi-Co VP marketing executives, who set the business up in 2000.

Brand Learning is a dynamic consultancy carving out a unique presence in the growing discipline of marketing capability development. Brand Learning works with the world’s leading companies to help add rigour to their marketing capability development in order to drive better effectiveness and cut-through of this major corporate investment.

Brand Learning is a fast growing business. It is actively recruiting talented individuals and has over 50 multinational corporations on its client list including Unilever, Shell, Tesco, Astra Zeneca and Philips. Brand Learning worked on client projects in over 44 countries last year alone.

Brand Learning has picked up a host of accolades in recent times including being voted No 3 in The Sunday Times 100 Best Companies 2010 and No 5 in 2009. In 2008 Brand Learning won Marketing’s greatest prize - the Marketing Society’s Grand Prix across all categories for its work with client AkzoNobel (formerly ICI) and the 2009 Marketing Excellence Award for Marketing Capabilities with client Shell.

NOTES

For more information please see www.themarketingacademy.org.uk

Press inquiries: Leonora Reed Currie
Leonora@marketinghalloflegends.co.uk
Tel. 07515 650 328

General inquiries: Felicity Cumming
Felicity@marketinghalloflegends.co.uk
Tel. 01635 558 707

Marketing inquiries: Gail Gallie
Gail@galliegodfrey.com
Tel. 07802 497 233

Our 2010 Scholars have been invited by Doug Richard to: “Start Here! Starting and Growing a Successful Business,” hosted personally by Doug, it's the cornerstone of the School for Startups curriculum and a must-attend event for any budding entrepreneur.

They'll learn how to: Design a product that will sell well fast / Identify customers & find markets / Price correctly / Close sales on & offline / Identify & effectively eliminate key risks / Assemble an exceptional team.

If you want more information click here