P PrestonIt’s  now officially autumn so naturally all thoughts in the Preston household have turned to Christmas and booking next year’s summer holiday.

My Bermuda shorts and ‘Jesus sandals’ have been mothballed, the central heating primed for the big chill and we have stocked up on de-icer, rock salt and a snow shovel from B&Q.

It’s also a busy time ahead at the CIM. This month sees the launch of our new Level 3, 4 and 6 qualifications; the Foundation Certificate in Marketing, the Certificate in Professional Marketing and the Diploma in Professional Marketing.

The big changes are to the syllabi which have been re-designed to better meet the needs of employers … so there’s a renewed focus on digital marketing, innovation and customer experience. If you want to know more take a look at the video.

In London we are putting the finishing touches to plans for our autumn/winter events programme and we’ll be releasing full details soon. In the meantime, and rather fittingly, our first event on 25 September is on Customer Experience. The event is called ‘Giving the customer a voice’ and you’ll find details here. We are at a new venue for this one, Regent’s University London which, believe it or not, is in Regent’s Park.

Also keep an eye out for details of CIM’s Small Business Week which is scheduled for February 2015 when we will be revealing the results of our research into the SME sector.

There will also be another big announcement from the CIM in the autumn but it’s under wraps for now so you’ll just have to wait and see!

customer voice

With so many means to engage with customers, from social media to co-creation, there is no excuse for not giving the customer a voice. At this event, held at Regents University London you can discover some of these techniques and how they can contribute to research and engagement programmes that drive improvements in the customer experience. There are case studies too including insights from Caroline McKinley, Customer Experience Manager at RBS who will share the organisation’s thinking about how to give customers a greater voice and the profound impact that research has had on the customer experience across the business.

CPDGiving the customer a voice

Thursday 25 September 2014, from 18:00 to 21:00
Regent’s University London
Inner Circle
Regent’s Park

Members: £18.00; Studying members: £12.00; Students: £12.00 and Non-members: £24.00

Book today

This is a CPD category 10 event, accredited for 1.5hours CPD.



Baker Street and Regents Park

If you’re keen to keep pace with the best of best practice, then this book could be for you. The Best Digital Marketing Campaigns in the World II by Damian Ryan, identifies and highlights an international collection of the most successful digital marketing campaigns of recent times, assessing what they achieved and the business lessons learnt.

best digital bookThis 2nd showcase follows on from the success of Damian’s best-selling first book.

The Best Digital Marketing Campaigns in the World II

With world-class, award-winning campaigns from a diverse array of top brands, this new book makes for an inspiring and instructive read.

The know-how

Discover behind-the-scenes insights on campaign strategy, implementation and results. And learn more about how businesses and agencies large and small have harnessed social media, blogs, video, email, mobile and search to boost their brand and attract customers.

The brands

Amongst them you’ll find brands such as:
Activia; Red Bull; Heinz; Harley Davidson; O2; Peugeot; Nike; Samsung; and UEFA.

The agencies:

Agencies featured include:
Tribal DDB; Scholz and Volkmer; Red Bee; Bell Pottinger Wired; We Are Social; and Symbio Digital.

Visit our shop to browse and buy.

If you’re keen to improve the performance of your digital campaigns then find out about our upcoming training course on 8 October.


Tell us how your organisation gives its customers a voice, and we’ll share your comments in our November news and enter you into a prize draw for a wonderful city getaway.

Staying Cool MaxiDoes your organisation give your customers a voice?

Enter NowIf you’re the lucky winner, then you and your guest will stay the night courtesy of Staying Cool, the über-chic serviced apartment brand, at the Birmingham Rotunda. You can look out from the bank of floor-to-ceiling windows over a spectacular cityscape or venture out to the city’s attractions, which are right on the doorstep, making this the perfect getaway.


  • 1 night in the Staying Cool Clubman
  • At the Rotunda, Birmingham
  • Enter by 24 October

Customers’ comments say it all

“You guys make the rest of the hospitality industry look like rank amateurs! I’ll be recommending Staying Cool to everyone I know who is headed in your direction.”
Dave Keffer, Film & TV Editor

“Why go? For an ultra-stylish taste of Birmingham”
Red online

“LOVED my Rotunda apartment. It’s far nicer than any other hotel I’ve stayed at in Birmingham. See you next time.”
David Dunne, DJ, Hed Kandi

“Only one thing could possibly top the stylish design-led interiors at Staying Cool, and that’s the views.”
Elle online

Someone has to win!

The apartment boasts a separate bedroom to the living area. You can laze in bed, hop into the shower or take a bath, that’s big enough for two. The living area is a spacious chill zone, kitted out with bespoke British furniture. There’s also a stylish Poggenpohl kitchen with espresso tech’ and a dining area created for relaxed refuelling. You’ll find an Apple Mac and iPod dock in the apartment and naturally there’s free wi-fi.

So just tell us how your organisation gives its customers a voice and you’ll be entered in the prize draw. Do provide your email so we can contact the winner. And make sure you enter before 24 October 2014.

We featured Staying Cool’s marketing success story back in 2013. It makes a great case study. Take a look!


Ade Onilude, Awards Creator

Glitzy, inspiring, fun and perfect as a pre-Christmas night out, the Women in Marketing Awards ceremony is not to be missed. This year we are honoured that Rita Clifton CBE will host the event, which recognises women’s accomplishments from the world of marketing and provides opportunities for networking with peers, colleagues and fellow marketers.

“The Women in Marketing Awards shine a light on the important contribution of professional female marketers. The ceremony allows us to pay tribute to their achievements and celebrate best amongst us.”

In previous years the Women in Marketing Awards ceremony has been held at prestigious venues such as the sophisticated Haymarket Hotel, in London’s Theatre District and Altitude 360 with its breathtaking views across the capital. This year we continue that tradition with yet another exceptional venue in the heart of Soho – Ham Yard Hotel – with its designer interiors by Kit Kemp.

Book today

WIM awards

Evening programme
19:00 Reception – canapés and champagne.
19:45 Welcome speech from Ade Onilude, Awards Creator.Awards ceremony hosted by Rita Clifton CBE.
20:45 Canapés and drinks
22:00 Departure with Goody Bags

Members and Studying members: £65.00; Students and Non-members: £75.00
As always gentlemen are very welcome.
The dress code is smart suits for gentlemen and cocktail wear for women.

Venue: Ham Yard Hotel, One Ham Yard, London W1D 7DT


Piccadily Circus



Where are you with your CIM studies?

Perhaps you’ve passed a few subjects but not yet completed the whole set? Maybe you’ve had a break from CIM study and now want get your qualification finished? Perhaps you failed or delayed a subject and you’re not sure how to get re-started? You’ve heard something about the CIM syllabus changes and you’re wondering what your options are?


So what are your options?

If you’d like some help with your personal study plan, or would like to chat about any other aspect of CIM study, then we sponsor a free advice service from Student Support Group (SSG) in London to help you to decide what’s next. They have over 22 year’s experience of CIM qualifications and have helped over 20,000 professional marketers get CIM qualified.

SSG can help you to answer these questions:

  • Should you finish the old syllabus subjects or transfer onto the new syllabus? (free advice)
  • It’s been a while since you studied and you need to get your qualification finished now but don’t know where to start (free advice)
  • You failed and don’t know why – the SSG feedback service will put you straight (fees may apply)
  • You’re not sure if your subject knowledge is up to scratch – use our (free) subject knowledge tests
  • It’s unclear to you what subjects to tackle in what order and how many to take at once? (free advice)
  • You need one to one help with some of the harder aspects of the syllabus – Syllabus refresher sessions cover the hard-to-understand aspects (fees apply)
  • You’d like help interpreting the assignment/case study briefing document (fees apply) – expert advice on what to do and how to do it or you’ve nearly completed that draft assignment but need detailed feedback on how it can be further improved? – SSG can help you get started, get unstuck and get finished up to standard
  • You’ve got an exam to sit (or re-take) and need to learn some exam technique &/or try a mock exam to practice your technique and knowledge and then get some critical and friendly feedback

Whether you need help to complete a module, support for your assessments or want advice on your options, you may want to consider getting in touch with SSG to talk things through.SSG

Do you need ‘top up’ help to complete a qualification?

If you have already completed the full course but not yet passed, SSG offer revision support services (assignment briefings, draft reviews, mock exam feedback and more) aimed at helping you pass in December 2014, April 2015 or June 2015. Their initial advice is free and you only pay for the revision services you use.

To find out more about any of the services SSG offer, please call Caroline on 01784 463057 or email caroline@studentsupportgroup.co.uk (or see their website for details & fees).

There are also a number of other Accredited Study Centres offering revision and support to finish CIM modules.

For further information about the new qualifications, please visit the Learning Zone

More support available

Don’t forget our other resources to help you complete your qualifications:

So don’t worry about what the changes to the CIM qualifications might mean for you. Take advantage of the free advice line to talk to SSG instead, make your decision and make the most of your opportunities!

DNA of a Marketing Leader Report A recent survey of 370 senior UK marketing professionals, by recruitment giant Hays, sought to decode the DNA of a marketing leader. Hays asked leading marketers what makes them tick and how they got to where they are today. What experience and qualifications are required? How important is commercial awareness, and what are their top tips for the next generation?

Key findings

  • 62% of marketing directors are aged between 36 and 50 with an almost 50/50 split between men and women
  • 75% have a marketing qualification
  • Fewer than 15% regard their own digital skills as very good and only 18% rate their team’s digital skills as at that of a high standard
  • 48% of marketing leaders have worked outside the UK
  • Being proactive is the most important personal characteristic to succeed in this industry, according to 79%.

Request your own copy of the DNA of a Marketing Leader Report

From time to time we like to let you know about events run by other professional bodies, and they also publicise some of our events to their members. This full day event is run by the Market Research Society and may be of interest to you, especially if you work in forecasting, profiling or retail.

Market Reasearch SocietyHarnessing Open Data for Business Advantage
Wednesday 5 November
Hallam Conference Centre
44 Hallam Street

All CIM members are eligible for the MRS member entry rate.

It is specially designed to focus on how users have been applying census and other open data, with an emphasis on ‘how to’ case studies and useful lessons learnt. Speakers include professionals from ONS and CACI. The event covers:

  • Techniques for visualising population change
  • Predicting retail performance using data on home and workplace populations
  • Using census migration and commuting data to analyse who moves where
  • Geodemographics of use/engagement with the Internet
  • Open data – suppliers’ update and user experiences
  • Applications and use cases for samples of anonymised raw data from the census
  • Social and cultural influences in the digital age – the balance between individual and area data

See the full programme
Find out about prices and book your place

Make sure you state you are a CIM member entitled to MRS member rates.

After a month off Meet with Drinks is back! This is your opportunity to network with like-minded marketers in a relaxed social setting. You’re welcome to bring a guest and to come along for part or all of the evening. So why not put the date in your diary and book your place now!

Book today


Meet with drinks

Monday 22 September 2014 from 18:30 to 20:30
The Old Nick
20-22 Sandland Street

Member: £5.00; Studying member: £3.00; Student: £3.00; Non-member: £7.00






Dawn SouthgateMarketing Expert is a free online benefit for members. It holds a vast amount of valuable resources. Just take a look at a few of the tools and resources available. Don’t forget to log in as a member to gain access to this benefit.

New to marketing
For those who are new to the profession, Marketing Expert clearly sets out the principles and theories that guide marketing activity and strategy. You’ll find flow charts that give you a step by step guide to the marketing planning process, as well as detailed checklists and templates.


Tactical tools
me2Big marketing ideas will remain simply ideas, unless you have the capability to make them happen. Marketing Expert’s Marketing Toolkit provides a wealth of resources for implementing tactical initiatives. Whatever you need to do, you can find out how to do well.

It covers many, many disciplines including digital advertising; on-pack promotion; door drops; email and telemarketing. There’s even guidance on briefing agencies and evaluating results.



For the strategist
Jack Welch, former CEO of General Electric famously said:

“There are only two sources of competitive advantage. The ability to learn more about our customers faster than the competition, and the ability to turn that learning into action faster than the competition.”

me3Customer insights are at the heart of the big strategic ideas that set your organisation apart from the competition. From brand positioning to pricing, digital strategy and customer reactivation, Marketing Expert helps you to create strategies that develop your competitive edge.

Go to Marketing Expert for tools, templates and a whole lot more besides.

Do you work in construction? Then consider joining our special interest group for the sector. As a CIM member, you can join up to three of our interest groups, for free. There is one exception and that’s the Levitt Group, which is for senior marketers, and a small annual fee applies to this group. If you know someone who is not a CIM member but would like to join the Construction Industry Group they can do so by becoming an Affiliate member first.


The construction industry group works on behalf of members to raise the status of the marketing profession within the construction industry. It’s the forum for members to share knowledge, skills, information and best practice. So why not join the group?

The group’s next event is ‘Death of the salesman’ which investigates how the sales process is changing in the industry. Topics include:

  • Know your customer
  • Creating customer loyalty
  • Arms-length marketing
  • Planning for success
  • Not sales rep but trusted advisor
  • Built for sales

Find out more.

cpd 3hrs rgbDeath of the salesman
The changing role of the salesman
Thursday 02 October 2014 from 13:30 to 17:00
The Building Centre
26 Store Street

Book today
Member: £100.00; Studying member: £100.00; Student: £130.00; Non-member: £130.00

NEAREST-TUBE  Goodge Street
This is a CPD category 10 event accredited for 3 hours CPD.


Do you need to get a better understanding of how digital and social media marketing tools and techniques are working so that you can measure and improve your return on investment from this digital activity?

If this sounds like you, then take a look at our upcoming training course. This workshop is designed to give you the essential digital and social media metrics and analytics you need to monitor your digital and social media marketing activities and assess their overall effectiveness and ROI. It is geared to helping you do it yourself or specify to an agency or partner what you expect to be done, why and potentially even how, e.g. using Google Analytics and/or Radian6.

Social and Digital Metrics and Analytics: The art and science of listening, learning and leveraging digital and social media insight
Wednesday 8 October
Euston House
24 Eversholt Street

Find out more about how to improve your ROI.

Media TrustMedia Trust is one of our charity partners in the Greater London Region, as well as being the UK’s leading communications charity. Its mission is to work with the media industry to empower charities and communities to have a voice and be heard. That’s something that Media Trust has been doing for 20 years, by creating communications solutions for charities and communities for social good and working in alliance with the UK’s top media and communications companies. The charity even has its own Community Channel on TV and online.

Corporate members support the charity by providing media volunteers, hosting workshops and training, donating airtime, media space and bandwidth, and giving visibility to a range of charity and community stories and voices.

Could your media organisation join the current line up of corporate members? They include Aegis, AMV BBDO, BBC, Camelot, Channel 4, Daily Mail and General Trust, Discovery Networks Europe, Google, Guardian Media Group, ITV, Just :: Health PR, MTV Networks UK & Ireland, News UK, PHD Media, Sky, Time Warner, Trinity Mirror and WPP.

To find out more contact Media Trust on 020 7871 5623 or email claireb@mediatrust.org.


I’ve been feeling a bit ambivalent just lately. I’ve always believed that marketing can be a force for good … but in the wrong hands it can also cause havoc.

1 Phil PrestonThis was brought home to me recently when I was watching the second episode of BBC Two’s fascinating series “The Men Who Made Us Spend”. The premise was that marketers and ‘Mad Men’ successfully use fear to create a ‘need’ for a product or service that doesn’t really exist. Their reporter cited numerous examples in health and beauty markets such as the invention of Halitosis by the marketing men at Listerine which induced public paranoia over bad breath and sold gazillions of gallons of mouthwash as a result. Other products to come under the spotlight included the dubious health benefit claims made for Vitamin Water and the insatiable demand for SUVs driven by an irrational fear of death by other people’s driving – in other words if you drive a big brute of a vehicle your chances of survival are enhanced (conversely you can do some real damage to the poor person in the other car).

So this got me thinking – is a need different from a want? The answer to the question is yes, most times, because a need is something you need but you don’t necessarily need a want! Are you still with me?

Let me give you an example. According to our good friend Abraham Maslow we all have a pyramid of basic human needs starting with the Physiological Needs that ensure our survival – air, shelter, water and food.

That’s all fine and dandy but marketers must take some responsibility for turning the need for food into a want for more and more food that is fuelling the inexorable rise in obesity, one of the biggest problems faced by most western societies.

And here’s another example – last month I wrote about the dark side of social media which paradoxically for some young people is making them feel increasingly isolated and alone rather than satisfying their basic human need to belong. The need is for friends and family – marketers have created the want, nay must-have, for Facebook and Twitter that both solves and creates problems. Incidentally I find the addition of WiFi to Maslow’s Hierarchy of Needs both amusing and sad.

So, with some justification, it could be claimed that the activities of those marketers lacking a social conscience are contributing to societal and global problems such as obesity, binge drinking, poverty and climate change.

However, I would counter claim that professional marketers who practice their craft responsibly within the CIM’s updated and re-released Professional Marketing Standards and the Institute’s Code of Professional Standards have the social conscience, insight, intelligence and creativity to solve them.

Nevertheless, unless marketers try to make changes soon I fear society’s problems could get worse before they get better. This prompts me to end with these prophetic lyrics from one of my favourite Stones tracks, written by Messrs Jagger and Richards:

“No you can’t always get what you want, you can’t always get what you want, you can’t always get what you want, but if you try sometimes well you just might find you get what you need”.

August 1, 2014

The rise of the Innovation Intermediary from Tatiana Schofield

Tweet Tatiana Schofield, Chair of the Greater London Region Board, is an innovation management expert. Here she shares her insights on the rise of Innovation Intermediaries, in this third article in her series on Open Innovation. “Innovation in new product and services development is a key factor in keeping companies ahead of the competition. Companies [...]

Read more…
August 1, 2014

It’s free to join the Food, Drink and Agriculture (FDA) group

Tweet If you work in the food, drink or agriculture sectors, then consider joining over 700 other marketing professionals in our market interest group. If you’re a CIM member it’s free! As a CIM member, you can join up to three of our interest groups, for free. There is one exception and that’s the Levitt [...]

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