One of our four aims as a Livery Company is to promote marketing education and the benefits of the profession of marketing to those in the City, the Livery and beyond. So, for the first time a team of 13 Marketor volunteers and many other supporters and donators came together to engage with secondary school children at this year’s Livery Schools Link - @LiveryLSL - Careers Showcase held in Guildhall. We joined over 30 other Livery companies from the Bakers to the Investment Managers, Spectacle Makers, Fishmongers, Basketmakers, IT Company and everything in between. The event was held in collaboration with the City Corporation’s London Careers Festival - #londoncareersfestival - and attracted 40 schools from around the capital who brought over 90 teachers and 1000 pupils to hear first hand about the trades and professions represented by the Livery Companies.
We received over 100 entries for our competition, designed to stimulate ideas about how to market a brand. A small judging panel from the Knowledge Development Committee will be selecting two winning schools for the most original and effective marketing message and then produce a short article drawing out the themes emerging from this next generation of marketing professionals! On our stand we provided CIM qualification literature and marketing apprenticeship information. We had a fabulous display of Kellogg’s cornflake packets, thanks to the Museum of Brands. Designs ranged from the 1930’s to the present day with wide variations in ‘guessing the date’, but with lots of discussion on how a brand evolves in response to changing customer needs, and the role of brand design to create a competitive product proposition. Sheriff Liz Green - @LizGreenWCFK - made a good guess at the dates of various Kellogg’s designs when she popped over to our stand. Dating games aside, everyone remarked on the enduring success of the Kellogg’s brand name and its distinctive logo design, virtually unchanged since its launch over 100 years ago.
But the real success of the day lay in the conversations between Marketors and aspiring young marketers. Some pupils were focused and ambitious about a marketing career; many had a very limited understanding of the breadth and depth of marketing career paths; and others had little concept of marketing as a profession at all. Listening to the personal stories and experiences of our collective group of Marketors, we hope all the pupils went away with a new level of insight into marketing and the many options and opportunities to learn, grow and forge careers in one of the most dynamic and fast-paced professions today. Such is the joy of being part of a modern livery company. For our part, we were inspired to hear how teenagers view the concept of marketing and how this might inform how marketing evolves in the future.
Brilliant teamwork: Philippa Seal, Chris Griffin, Glyn Cartwright, Michael Lynch, Ian Ryder, David Pearson, Sunila Lobo, Annie Brooks, Keith Rowland, Kristan Tetens, Nicky Oliver. Jeremy Stern. Andrew Cross.
Thank you for support and donations from the Museum of Brands, Chartered Institute of Marketing, PromoVeritas, Malcolm McDonald, Whiteoaks PR, BTplc.