Laura Beccaria

Image of Laura Beccaria - Marketor

What did you want to do when you were growing up?

I used to want to be a criminologist or a beautician. I don’t think much has changed, I’m still completely focused on understanding people’s behaviours and mindsets, as well as helping them and their businesses be their best!

When and why did you join the marketing profession?

I really discovered Marketing during my MBA in Entrepreneurship. Having built my career in hospitality I had thought I’d open a bar or restaurant, but my studies made me realise how much I enjoyed flexing my strategic and creative muscles to connect businesses with people. On graduating (with a distinction in all marketing modules!) I joined the world of agencies and never looked back.

Who is your marketing hero?

Probably Steven King of JWT, one of the founders of account planning. His paper “What is a brand” has really guided my thinking over the years. He made a powerful case for the connection between brand and profit and called for marketers to join up their efforts rather than simply chase after the latest techniques.

This still resonates with me strongly now. I see marketers worrying about the digital era, chasing all the latest technologies, afraid of getting left behind. But while our channels may be evolving, we must remember we are still people talking to people. We could all do with revisiting this paper and reminding ourselves why it’s important to stop rushing and instead focus on developing our long-term vision – channels and techniques will follow to deliver the sales.

What’s been your most significant achievement?

Without a doubt starting my own business in 2017 and becoming one of the 0.1% of women-owned creative agencies. Although I've now moved on to an in-house role, I'm incredibly proud of the work we did experimenting with a four-day work week, donating over £175,000 in pro-bono work hours and picking up some industry awards along the way.

In your view, what are the major challenges facing marketing professionals today?

We need to recognise our own value. As a profession we’re very unconfident, almost apologetic for being marketers and trying desperately to position ourselves as data, finance or technology experts. We need to focus on what we do best: communicate and connect.

Don’t get me wrong, knowledge of new channels and new techniques is vital, but my belief is that a really good marketer is a brand strategist who puts people first. If we remember our value others will see it too and we’ll start to see more marketing professionals in the boardroom where they belong.

When and why did you join the Worshipful Company of Marketors?

I first encountered Livery Companies through my husband who is a Draper, and I was fascinated by their rich histories and charitable activities. The Worshipful Company of Marketors seemed like a natural fit for me, providing the opportunity to contribute my expertise and meet like-minded people.

The social side has been wonderful. The Marketors just love to have good time. Everyone gets on really well and non-members who come along to our events are always warmly welcomed. We have fun but we’re also making a difference to the world. I love all the outreach work that we do, the mentoring, the work with schools – it's such a wonderful organisation to be a part of.

What role do you see the Marketors playing in the city?

I see the Marketors really bringing marketing to the boardroom, building the profession’s profile in the City and beyond. Modern Livery Companies are very special. We are preserving history and adapting our activities in a way that is meaningful and relevant today. I’m really enjoying our mix of professional and great events, as well as the growing partnerships with corporate sponsors.

Who should consider joining the Marketors? And what does the livery offer that person?

The Marketors is for anyone who knows marketing is their vocation, is passionate about people and is interested in history. The fellowship offers friendship and professional development that goes beyond ticking boxes. There’s vibrant debate and exchanges of big ideas – all things you don’t generally get time to do in your day to day life.

What has been your standout moment, with the Marketors?

I can’t take all the credit, as lots of people contributed to making it happen, but my standout moment has been launching The Marketors' Tribe. We are a group of young and young-at-heart Marketors who meet on the first Thursday of every month for a vibrant mix of social, cultural and professional events.