in Marketing – Gallery and Brand You with Julie Bridge
of the highlights of the GLR’s calendar is the Women in
Marketing Event. This year was no exception. Planned and managed
Onilude, the theme was Branding and the location was
the new Swarovski
Crystallized Store in Central London. The roster of speakers
included Helene Keech from Swarovski, Rita
Clifton, Chairman of Interbrand
the brainchild of Jane
Cunningham and Philippa
Roberts as well as Jackie
Cooper, Creative Director of Edelman
PR. Mary-Jane Maybury of Grove
Studio London captured the atmosphere on film. Visit our gallery
to re-live the evening, courtesy of Mary-Jane De Paola.
Bridge, committee member on Merrill Lynch’s Women’s
Leadership Council in EMEA has enjoyed a successful career in
the competitive arena of international finance. Her theme at the
conference was ‘Brand you’. Here, she talks to GLRNews
about giving yourself a new brand advantage.
What made you so
interested in personal branding?
take long for me to understand how people see you is important.
Career progress can, and often does, depend on it. Quietly working
hard at your desk for fifteen hours a day may make your boss look
good, but it’s not guaranteed to impress him or her. What
are you saying about yourself? What are your ambitions? Your motivations?
Your values and priorities? Hard work alone doesn’t tell
the people around you what you want to achieve.”
talking about the economy. Is now really a good time to work on
“Absolutely. I think
it’s even more critical. You need to have a clear idea of
what’s next. If you’re unlucky and have been made
redundant, you don’t have the same identity. But you do
still have the same values and ethics – and they come first.
You may need to realign your brand and take some steps in a new
direction. This isn’t something that happens overnight,
changing how people see you will take time. When you apply for
the next job, it’s essential that you have some specific
quality that puts you over the parapet. If you can turn that into
your own value proposition, then your brand has the power to make
you stand out in the eyes of potential employers. After all, brands
are an integral part of our lives. The most successful ones are
trusted. Employers definitely see and respond to that.”
Where should people
yourself questions is a good beginning. The most important one
is: What do you want to do with your profession? Then: What am
I really good at? This should bring you to: What’s missing?
If you aim to become a motivational speaker, but you think your
presentation skills are wanting, that’s something you have
to address. There are lots of books, courses and people who can
help you reach key conclusions. As a mentor in my own workplace,
I find a lot of people have issues with the human side of their
interactions or with group dynamics. These are the hardest areas
to work on, but also the most important. Its communication skills
that matter most when a job that you want is suddenly available.
You need the confidence to show your interest. Even if you don’t
get the job, your employer will be glad to see that you’re
keen. Sometimes, finding a mentor outside your particular field
will help you the most. They can help you start to see things
differently and encourage you to understand what stops you from
reaching your goals. You’ll be surprised how much help is
around once you start looking for it. Many workplaces have mentoring
schemes and encourage people to take courses and develop their
GLR has its own mentoring scheme. Right now, we need people ready
to become mentors and share their expertise. Mentors don’t
need formal qualifications, but most have ten years’ experience
or more in marketing/business. You can claim up to 21 CPD hours
for a year of mentoring so it’s a great way to become a
Chartered Marketer. There’s no exacting schedules and you
can meet in person or provide support over the phone. An hour
a month or whenever you’re needed, it’s up to you.
If you’d like to find out more, get
in touch with Philip O’Brien, email@example.com
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for your new job
doesn’t just happen. People who are good at interviews and
land the job of their dreams, don’t just go into interviews
blind. They do their research and plan to use the interviews to
their advantage. Whether you’re a novice to the hiring process
or an old hand, laying out your tactics ahead of time will help
you feel calm and well prepared on the day.
a safe bet that you’ll be asked about the company you’re
applying to in some depth. Common interview questions include:
- What issues are affecting the industry now and in the future?
- What are the challenges facing the company?
- Who are our competitors?
- How is our business different?
prepare, visit your potential employer’s website or even
set up a Google
alert to keep track of what’s being said about the business.
The Chartered Institute of Marketing also keeps a library of information
on employers that can help.
employers also want to know about you. Their focus is on how you’ll
contribute to the success of the business. Every recruitment decision
counts, and they’ll want to be certain that you’re
going to thrive in their culture. You can expect to be asked:
- Why did you apply for this role?
- What strengths do you bring?
- What will you contribute to the team?
- If you join what will your progress look like in two years?
If you’ve already filled in a detailed questionnaire,
be sure to review your answers before the interview. If you can
build on what you’ve already said, that will help. If you’re
not asked specific enough questions, volunteer the information.
can also expect interviewers to ask about your achievements and
education. Try not to use one example for every question, and,
if you’re relatively new to the profession, don’t
make the mistake of talking too much about your studies. Employers
aren’t interested in you as a student. They want to see
how you organise and manage outside of the classroom. Expect questions
- Can you think of a time when you acted as a leader? What
was the outcome?
- Describe a situation when you had to convince others of an
idea. How did you do it?
- Do you like working in a team? Give an example of successful
very concrete answers. It’s definitely a good idea to rehearse
beforehand and come up with a strategy that highlights your experience
and knowledge. Don’t forget that your plan should include
a couple of your own questions. Asking about what kind of teams
you’ll be working with or finding out more about training
and development could be important.
The Chartered Institute of Marketing can give you
the help you need. The
Career and Professional Development Centre provides a career
development pack to help you plan your next move.
in London who've recently been appointed to a new job also share
their tips for success.
new CV for a new you
Before you apply for the next job, make sure your
CV is up to scratch. Tailor your CV to the role you’re applying
for. Demonstrate your skills and experience clearly.
- Provide a short profile to explain the contribution you can
make – past jobs and education are not enough
- Focus on achievements, not duties
- Avoid gaps in your career history; explain all the transferable
skills you picked up
- Include your achievements outside of work, especially volunteering,
mentoring or helping with a marketing project through the Media
- Read and reread - perfect spelling and grammar are essential
- CVs are often sent electronically so include your email,
links to past employers’ websites and the websites of
professional institutes you belong to
- Since the Employment Equality (Age) Regulations legislation
of 2006, it’s illegal to discriminate on the grounds of
age – so you don’t need to include your age
- Marital and family status have no bearing on selection and
don’t need to be on your CV
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Studying Members! Four exam boards
a year plus syllabus changes
Chartered Institute of Marketing Exam Boards a year
The Institute always worked on the basis of December and June
exam/assignment deadlines to coincide with their bi-annual exam
boards. From this summer there will be four Exam Boards a year.
This means you can submit work in September, December, March or
June - subject to specific college timetables.
Certificate subjects – Last chance
the new Professional Certificate syllabus launched last summer,
June 2009 is the last chance for students to complete their “old”
subject exams in Marketing Fundamentals, Customer Communications,
Marketing Environment or Marketing in Practice. Help is available
from the Student Support Group (SSG) with telephone tutorials,
a Kickstart teleconference and\or a Syllabus & Exam Prep workshop.
Not quite your last
chance! – Professional Diploma and Postgraduate Diploma
The Institute is launching
a new Syllabus in July 2009 for the Professional Diploma &
Postgraduate Diploma (PGDip.) qualifications. This means that
studying members who want to complete their current qualification,
only have three more chances to finish (May and December 2009
and June 2010). Otherwise, they’ll be obliged to switch
to alternative new syllabus subjects, and at PGDip. level it could
take students considerably longer to complete the new course!
Professional Diploma – Where to get help with the old subjects
If you’d like some
exam or assignment help with Marketing Planning, Marketing Research
& Information, Marketing Communications or Marketing Management
in Practice, SSG can help. For those who like to start their revision
early, they run a “Kickstart teleconference” for each
subject. If you’d like a tutor expert in Chartered Institute
of Marketing qualifications to whiz through syllabus highlights
in a day, you’ll benefit from a Syllabus Crammer. If it’s
Exam practice you need, working in small friendly groups with
tutor support, an SSG Exam Prep’ workshop is just for you!
Diploma – Who you gonna call?
it’s Analysis & Evaluation, Strategic Marketing Decisions,
Managing Marketing Performance or Strategic Marketing in Practice
(SMIP) you're worried about, SSG can help. For those who like
to start their revision early, they run a “Kickstart teleconference”
for each subject. Choose an SSG Syllabus Crammer if you’d
like a tutor who is expert in Chartered Institute of Marketing
qualifications to whiz you through syllabus highlights in a day.
Or benefit from an SSG Exam Prep’ workshop if you need Exam
practice, working in small friendly groups with tutor support.
Marketing in Practice (SMIP PGDip.) – How to pass The Institute’s
dreaded Case Study
SSG’s SMIP tutors
have Case Study experience gained over the last 16 years, that’s
32 Case Studies (they must be mad!) Their unique approach helps
students “eat the elephant one spoon at a time” –
breaking the dreaded Case Study into more easily digested chunks,
one week at a time.
can help you “crack” the Case, develop your six page
analysis and develop your strategic solutions, offered at London
workshops on Saturdays or Monday evening teleconferences, for
those who can’t or prefer not to travel.
SSG process is explained in their “Critical Steps
for SMIP” document – to get your free copy contact
or call 01784 463057.
a chat? FREE Study planning advice
Who is it for?
Members studying for any Chartered Institute of
Marketing qualification (Exam or Assignment) including the Introductory
Certificate, Professional Certificate, the Professional Diploma,
the Professional Postgraduate Diploma (SMIP Case Study included)
and the E-marketing Award.
does it work?
It’s a free service provided by The Institute’s
study experts, the SSG on any aspect of your studies. It’s
an invaluable and specific source of practical advice, revision
planning support, academic expertise, study tips and even moral
support. You can book tutorials (usually conducted by telephone)
or workshops (London based in May or by via teleconference for
SMIP) to get help with specific parts of your course (fees apply).
or call 01784 463057. The SSG helpline has extended opening
hours when you need them most, so during the six week run-up
to The Chartered Institute of Marketing Exam/Assignment
deadlines in June and December, their office is open from
9am until 7pm every day.
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longevity, top tips for B2B survival
In early spring, the
list of the country’s 500
strongest B2B brands was published.
Superbrand list is developed by a council of senior UK business
leaders and is balanced by a survey of 1,500 professionals. The
goal is to determine the brands with the finest reputations in
their fields. Quality, reliability and distinction are the three
The list makes for interesting reading. Not surprisingly,
Google and Microsoft took first and second place, with BP, BBC
(Worldwide), GSK, and Rolls-Royce Group rounding up the top slots.
Google is the only brand in the top fifty that emerged after 1990.
As it turns out, the average age of the top fifty contestants
was 90. Of course, the age of a business is a factor in building
its reputation. But what other features or qualities do these
Superbrands share? How can you incorporate these in your organisation?
- Heritage obviously
matters and brands with UK roots seem to have the advantage.
Organisations like GSK have an international base, but a UK
history. Emphasising the depth of your business’ connection
to the UK could create positive support.
- Being distinct
from the competition counts. Rolls Royce is an excellent example
of a company that’s recognised for being unique in a market.
Can you think of a recent ad campaign? Their model is based
on something different, something that sets them apart from
the field. The Economist comes in at 26 and is a good example
of a media company with a very distinct outlook and voice. It’s
not just reaching everyone with your message, it’s making
sure that message is exactly right for the organisation.
counts more than we think. It’s part of inspiring trust.
Proof that you can weather difficult times matters to your customers.
A company that hasn’t gone through a few ups and downs
may look a bit bland. Endurance is a theme that could enhance
or improve the perception of your business.
For survival, strong brands focus on adding value,
reliable services or products and on being different from their
competitors. These are the qualities that will keep business ahead
even during a recession. Some of the newest entries into the top
500 – Balfour Beatty, British Gypsum, Skanska – were
from the building sector. This shows that brand strength is becoming
important in fields that were once considered less brand aware.
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Great Polaroid Sunglasses Give-Away!
one … not two … but twenty pairs of sunglasses
to give away!
great styling to unparalleled sports performance, Polaroid
Sunglasses have it all. Each pair comes with Polaroid polarized
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All you need to do is answer
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not all doom and gloom out there. Our members are living proof
that the economy is alive … and kicking. So take a minute
and meet the GLR members who have found new jobs. Their advice
could just inspire you to keep going with your own job search.
Felice is now Stakeholder
Relations Manager, South East Coast Ambulance Service, NHS
Trust. Her top tip for getting a job is: Do your homework.
Felice explains, “gathering information about an organisation’s
goals and aspirations can really give you an edge when you’re
applying for a new job. Don’t be afraid to contact
them for an informal chat or request copies of their annual
report or corporate strategy. It will help you to identify
your unique selling point where you can add real value.
It’s important to remember that suitability for the
role goes both ways, make sure the company is right for
you and will take you where you want to go.” Looking
ahead Felice says, “With less money being spent on
traditional advertising and marketing activities, those
working in communications and public relations are really
coming into their own and creating unique opportunities
to develop creative and engaging campaigns that truly meet
the needs of the business.”
As the new Customer
Marketing Manager at SCA Hygiene Products UK, Ema believes
the key to a successful interview is research. “You
can ask relevant questions about the business in order to
gain better feedback plus during interviews potential employers
always ask if you know about their business and/or products/brands
- the more you already know the more impressed they are;
they believe you are serious about wanting to work for them
and it also shows that you are committed to gaining knowledge
before embarking on something new,” explains Ema.
In her new role her aim will be to “advise the retailers
better and instill their trust.” She’ll be using
her marketing skills to ensure her company’s products
add value to the retailer's category.
Chris is the ACT
ON CO2 Stakeholder Relations Manager. The role is funded
by the Department for Transport and supports the Low Carbon
Vehicle Partnership. To succeed in interviews, he suggests
“be thorough and think laterally when applying and
then when preparing for interview.” When asked about
the biggest challenge facing him in his new role, Chris
replies, “Taking forward new environmental partnerships
against the backdrop of the harsh economic downturn.”
She’s a Marketing
Executive at Nexant Ltd. Right now, she’s focused
on keeping up-to-date with new technical advances and changes
in the industry. Her tips are to “make sure your CV
is up-to-date; use examples of successful projects which
you have worked on. Sign up to a few agencies do not limit
to one,” she also says “Research the company
that you applying for; it will help if you get selected
for an interview.” When asked about challenges ahead,
Noori comments that the biggest challenge is “the
ability to recession-proof my career, given the climate
we are in, there is a greater need to make sure I have all
the required skills and knowledge to do my job efficiently
get her new job in the usual way. When her employer went
into liquidation, she bought the assets and is now Managing
Director of Sponsorship Consulting Services Limited, focused
on winning new business. She recommends not just looking
for a job but actually creating one. “To get a new
job I bought the assets and have re-established the company
under my own ownership!” She explains, “This
may not be the route for everyone but there are relatively
few opportunities out there so self-employment of one sort
or another becomes a more viable/attractive option.”
Partnerships Manager at Tearfund UK, Annette is rising to
the challenge which must be familiar to other marketers,
she explains, “In my new role there’s increased
targets with reduced resources, very challenging!”
So what is her tip for securing a rewarding job like this?
“I would really recommend carving out quality time
to think about all your potential options - sounds basic
but could be overlooked!” says Annette.
Sanchi Murison, Head
of Marketing and Communications at Dimensions and Adepta,
takes a candidate-focused approach to job search. “Know
what you enjoy doing and look for the organisation that’s
right for you.” As a result of change in the Social
Care sector, where individuals have more say over their
care, communications must reflect the needs of different
audiences. She says its all about, “How to change
our communications as the nature of the customer changes
from local authorities through to people with learning disabilities
and their families.”
Congratulations on your success!
to share your good news? Just email
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a great team and achieve even more!
for the West London and Heathrow Branch of the GLR, and you might
just surprise yourself. Right from the start, you’ll get
involved in planning and hosting a wide range of events. You’ll
also meet some of the most interesting people in marketing.
if you have energy and enthusiasm to spare and you want
to build your own professional network, contact Louise Elliott,
West London and Heathrow Team Leader, at firstname.lastname@example.org
warm welcome to Mope Giwa – new Chair of the Croydon &
East Surrey Branch
Actually, Mope has been
an active member of the GLR for many years. But now she’s
taken on a challenging new role. As Chairperson of the Croydon
and East Surrey branch, she plans to build new links with local
companies so they can benefit from the resources and expertise
the Institute offers. And, with her background as a Product Manager
in the pharmaceutical industry and her experience volunteering
as a Business Advisor for Young Enterprise, it’s a role
she’s uniquely suited to. Mope has also recently been awarded
Chartered Marketer Status. She’s clearly a professional
on the move who deserves all our congratulations. Well done!
like a pro - Come to the next Meet with Drinks!
Times are tough. But that
doesn’t mean your career should be at a standstill. When
you attend an event either through the GLR or your employer, you
can’t expect people to just assume you need some help with
introductions. By the same token, if you’re interested in
changing jobs, don’t expect people to start waving contracts
and pens in your general vicinity. Most of us aren’t actually
psychic. But, if you give off the right signals, you’ll
soon be networking with confidence.
with drinks in Holborn or Network
with drinks in Hammersmith to meet some new faces in
a friendly environment. You could try these 5 networking
Making an entry
Body language and
dress count. If you’ve just come from work, don’t
forget to freshen up, pop some mints and put your phone
on silent – if you can. Before you walk in the room,
remind yourself of what you’re trying to convey. Straighten
up if you need to and remember not to fold your arms across
your chest. Hands should be out of your pockets. Don’t
be afraid to look around or make eye contact. Other people
may be nervous and a smile will put them at their ease.
Joining the conversation
When you see a group
of people you’d like to join, stand alongside them
for a minute or two. Make eye contact with a few in the
circle and then join the conversation with a brief remark.
Don’t worry about the limelight, you’ll impress
more people by being able to work with the dynamics that
you find. If there’s someone you particularly want
to speak to, try to draw them out with questions about their
role, a recent project or their ideas about something that’s
happening in the industry.
Food and drink
It looks civil to
have a glass of wine in your hand. Unfortunately the after
effects of several glasses of wine can be slightly less
than civil. Perfectly intelligent and highly skilled people
make this mistake. The buffet can be tricky, too. Eat nothing
and you look a little odd. Too many trips to the buffet
and you can look as if you can’t afford to buy food
on a regular basis. Moderation works and stops you from
looking clumsy or inadvertently spraying someone you want
to impress with canapé crumbs.
Engaging people in
conversation is a good start. If you’re interested
in building a professional relationship with them, then
by all means email them a follow-up note to re-introduce
yourself. It might even be appropriate to attach a CV. Facebook
and Linked In are also great ways to keep friendships fresh
and lively. Linked In is becoming an increasingly useful
tool for recruitment, so use it to your advantage. The combination
of a personal introduction and a digital follow-up can be
one that makes you look both organised and thoughtful.
Clean up your Facebook
or My Space page and be careful what you say on Twitter.
More and more people, including potential employers, take
a look at what’s going on in the social space before
they actually begin any kind of relationship. If you’re
in the habit of discussing your drinking habits or your
success at ducking out of the office early, you might want
to stop. Keep your profile tidy and accurate.
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watch or headhunt for talent with ParalympicsGB
Three different ways
to show your support:
Participate in the Asics British 10k London Run, July 12
some places available for people to run the 10k for ParalympicsGB
this summer. All entrants must be able to raise a minimum
of £400. In return, you’ll receive fundraising
support, a running vest and be invited to our post-race
Ganellin, Chartered Marketer and long-time GLR member
has already committed to the race. Follow his story
GLR Blog. Even better sponsor him by visiting
the bmycharity page.
Attend the BT Paralympic World Cup, Manchester, May 20-25
Britain’s top Paralympic athletes compete against
the best in the world, in athletics, swimming, cycling and
Give someone a chance - ParalympicsGB Talent Day, Manchester,
continues the search for future paralympic stars with the
next in a series of talent identification days to be held
in Manchester following the BT Paralympic World Cup.
sky thinking? Jump 10,000 feet for the Prostate Cancer Charity
Imagine standing on the
edge of an open doorway at 10,000 feet, looking down at the distant
fields below. Now imagine leaning out of that doorway and flying
through the air at 120mph. It’s a once in a lifetime challenge!
If you’re on the
look out for an adventure or want to prove you’ve overcome
your fear of heights, why not try skydiving – and help a
worthwhile cause at the same time?
cancer is the most common cancer in men. 1 man dies from
the disease every hour of every day. Thousands of men and
their families are affected by prostate cancer every year.
They face uncertainty and fear.
Support men across the UK by taking this challenge
and help us continue our fight.
All you need to do is raise £395 for The Prostate
Cancer Charity. Then you can jump for free. With 25 different
participating sites around the UK, including 8 different sites
in the South East, you can jump where and when you like.
next step isn’t scary at all. Just contact Lisa
Clark, The Prostate Cancer Charity . Or call her on
0208 222 7692. Don’t forget to say you’re a
member of The Chartered Institute of Marketing who are partners
to The Prostate Cancer Charity.
is a great way to get started as a marketing adviser
Trust makes it easy
evenings are free informal networking events that work on the
same principle as speed-dating! Ten charities and ten volunteer
advisers (media, marketing and communications professionals) get
together for an evening. The Media Trust provides the drinks,
snacks and a friendly atmosphere. There's an opportunity for networking
before the speedmatching starts - then each adviser gets to spend
5 minutes chatting to each charity - offering on the spot advice
and ideas where possible. After the event, everyone has the chance
to discuss further support for the charity partners. If you speak
to an organisation you would like to find out more about and work
with in future, mark it on your match card. If the charity has
also indicated they would like to work with you, we'll put you
in touch after the event!
There’s always great
feedback from charities and advisers about these evenings. So,
why not give it a try?
to bring together people with disparate skills and needs, but
so full marks to Media Trust." David
Brewer, Media Ideas
The next speedmatching event, from the The Institute’s Creative & Marketing Communications networking group CIMCOM, will be held on:
8 July, 6-8pm, at Edelman PR Victoria Street, SW1E 6QT between Westminster and Victoria Station
If you would like to ensure your place to offer advice please book online or call 01628 427340. Places are limited and disappear quickly, so get in touch as soon as possible if you want to take part.
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