Take a look at this interview with Master Andrew Cross, Master of the Worshipful Company of Marketors for 2019...
Where did you grow up?
I was brought up in New Zealand as my father was seconded to the National Bank of New Zealand from the Midlands. We were fortunate enough to live in Auckland – the City of Sails – which meant that I spent most of my spare time either on, or in, the water. To this day I see Auckland as my “hometown”.
Who would play you in the film of your life?
Given that he was still alive, probably David Hemmings as he reflected the lifestyle I had as a younger man.
If you were an animal, you would be a…
Probably an eagle.
What was the first record you bought with your own money?
My Fair Lady for my mother and South Pacific for myself – 10/6d each at Roberts Radios, Lake Road, Takapuna, Auckland, NZ. And before you ask, no, I don’t have the receipt!
What is your favourite London building?
Undoubtedly St Paul’s at night.
What London shop are we likely to find you in?
One of the many in Borough Market.
What is your first London memory?
In 1963, having just landed at Southampton from NZ, coming by train and seeing the green fields of Surrey turn to the grey suburbs of London.
Where have you had your best meal in London?
I don’t think that there can be a “best meal” as it depends so much on the environment, the occasion, the company and food. However – most recently A. Wong in Wilton St. And to quote the late Anthony Bourdain: “Context and memory play powerful roles in all the truly great meals in one’s life.”
What brand do you most admire?
With my background, I would have to say “the All Blacks”. However, a more commercial and totally predictable response would be Apple – an example of classic future-facing strategy, locking the consumer, in and then selling them products that they didn’t realise they needed.
Who is your marketing hero?
My career life was influenced by the then MD of McCormick-Richards – Michael Conroy. However, in today’s world it would be Jeff Bezos.
What’s the best piece of advice you have ever been given?
“If you think it’s right – do it.”
What is your preferred mode of communication?
Do you have a favourite tipple?
Calvados – for the memories.
What is your most trusted news source?
The Telegraph but I try to access (but don’t necessarily believe) as many different sources as possible.
How do you get around?
Public transport wherever possible although I am highly critical of the standard of some of our modes of public transport.
Have you had a life-altering event?
Coming to the UK as a naive 16-year-old and looking to break into advertising.
Where is the best place you have been on holiday?
I thoroughly enjoy travelling and therefore get differing pleasures from different locations. However, at present I like SE Asia very much – but never fail to enjoy our regular visits to Alsace.
Do you have a motto or a saying that you refer to?
Life is a collection of memories – make them as best as you can.
What are you favourite qualities in other people?
Honesty and compassion.
What is your idea of misery?
Any of the many Westfield Shopping Malls.
What is your idea of perfect happiness?
Avoiding any of the many Westfield Shopping Malls.