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Page 1 of 5 Today we publish the full list of How-Do’s Top 100 Marketers 2009 including those our judges ranked from one to 20. Over the course of this week we have profiled four individuals each day and today we conclude the initiative with the addition of a further 80 marketers whose details have been published without any ranking or order of preference.
This year’s Top 100 Marketers has been produced with the support of Brazen PR, Manchester Metropolitan University Business School and One Alfred Place. How-Do would also like to express its thanks to our judging panel which comprised: Professor Steve Baron, Chris Broadbent, Andrew Stothert, Ben O’Brien, Stuart Brown, Diane Earles and Nina Webb. Detailed information on the judges and the criteria we employed follows the individual profiles. Media spend information on the marketers’ companies has been supplied by Brilliant Media and Nielsen Media Research. Media spend, where available, includes press, TV, cinema, outdoor and radio. The 2009 list – a little context… Almost one third of this year’s entrants are new to the compilation. A number of last year’s 100 have retired, been sacked, changed jobs or some cases worse still. In addition, we received more nominations this year than last year’s inaugural listing and more names simply appeared in the frame.
Some of those who have exited the list include big hitters such as Gillian Buttree (Pets at Home), Sean Thweny (Moneysupermarket.com) , Adrian Steele (MBNA/Bank of America), Anne Somers (Cheshire Building Society) and Jenny Scott (BoS) - all of whom just one year ago were enjoying the fruits of success and senior management positions.
Collectively these marketers have clout. The official media spend identified by Brilliant Media and its sources suggests the 100 have circa £254m of marketing expenditure at their disposal. In reality, the figure is likely to be twice as much or even more as many of the brands handled out of the region involve significant levels of below the line, digital and other media expenditure not picked up by the auditing bodies. This top line figure of £500m+ keeps thousands gainfully employed and is substantial enough to ensure that several centres of marketing excellence can be found across the region.
And finally, in addition to noting how many of the entrants are women, it is also pleasing to note that the majority of the entrants have national responsibilities and in many cases, international responsibilities.
Long may their marketing nous flourish!
Top 100 Marketers 2009 - numbers one to 20 1. Richard Hayes, Warburtons. Marketing director. Just over two years in the role co-inciding with the brand grabbing top slot among UK bakers with a brand that has in the process, become one of the UK’s best-known and is now the second biggest grocery brand after Coca-Cola. Much of his effort over the past year has been overseeing the successful push into the South. Previously held senior roles with Allied Domecq and Whyte & Mackay. Judges’ comments: Has established a national brand and the team consistently innovates while sticking to its knitting. In a commodity market, it’s an outstanding brand. Media spend: £4.45m. Suppliers include BBH, Brahm, Souters, Liquid, 999 Design and Blue Chip.
2. David Inglis,(Littlewoods) Shop Direct Group. Director of trading. Has there been a busier marketer in the North West in the past year than this Cranfield MBA? The number of new launches and campaigns coming out of Liverpool in recent months has been astounding as sales have continued their upward climb. In the past few weeks alone, his team has launched Woolies online and has rebranded Littlewoods Direct as Very and Inglis anticipates 80% of its business hitherto will be derived online. Previous roles with Asda and BMG Records. Judges’ comments: Resurrection of several brands from a company not so long ago perceived as one treading water to a company growing fast. Reinvention, successful reinvention, seems to typify the company these days. Media spend: N/A but company states a figure in excess of £35m. Suppliers include Carat, KMP, Photolink, Unique Digital and Prego.
 3. Kevin Brennan, Kellogg’s. Marketing director. In recognition of his successful endeavours marketing the cereal company’s growing output, last October he was given additional responsibility as ‘snacks general manager’, reporting in to the UK MD Greg Peterson. He joined Kellogg’s in ’99 having previously held senior marketing roles in Europe and Australia. Cereals continue to grow while snacks and other diversifications make increasing in-roads into new grocery sectors. Has expanded the in-house marketing team. Brennan is the highest-ranked marketer in the national trade title Marketing’s Power 100. Judges’ comments: Another outstanding year commercially delivered by Brennan and his team of outstanding marketers. Managing and refreshing the brand is simply first class. Use of digital, mobile and social media is instructive. Media spend: £79.713m. Suppliers include: CheethambellJWT, Kinetic, Mindshare, Leo Burnett, JWT London, Blue Chip, Mediaburst and Assured Events.
4. Mark Critchley, SSL. UK marketing director. Armed with an MBA from Manchester, Critchley joined Princes Foods and then LRC before SSL acquired the company seven years ago and gave him responsibility for the global branding and repositioning of Durex. Mission completed, he set about extending the brand into other related areas including Durex Play. Rewarded last September with promotion to his current role. Judges’ comments: Has pushed the subject of female orgasms onto the national and international media agenda and achieved publicity and debate on a level very few of his peers could ever genuinely be able to claim. A pioneering exponent of social media. Has also repositioned the Durex brand from one associated with protection to one associated with entertainment. Media spend: £3.95m. Suppliers include UM Manchester, McCann Erickson and Principles. 
6. John Hinchcliffe, N Brown Group. Marketing director. A veteran of the home shopping world with over 25 years in the business. Previous stints at Grattan and Freemans. Hinchcliffe and his team have used the web to arguably more effect than any of the other major UK home shopping groups. Sales and profits continue to move ahead strongly. Oversees a growing clutch of brands and over 40 websites – fortunately, he is supported by one of the largest commercial and digital operations in the North West. Judges’ comments: Further year of rapid growth in sales, market share and profits. Digitally driven underpinned by excellent and responsive market data. Media spend: £33m. Suppliers include: TBWA\Manchester, MediaVest and AWA.
7. Phil Jones, Brother. UK sales and marketing director. Having been judged “European Young Professional of the Year” in 2008, he came back to earth this year to lead Brother’s commercial push in the face of the recession and falling sales among the majority of equipment suppliers. Brother actually held onto its sales although margins fell. Jones continues to invest in research and data and is increasing his digital activities. Remains Brother’s youngest ever UK board member. Judges’ comments: It’s been a tough time for Jones and his peers but Brother’s increased sales are a testament to the company’s productive marketing. Is overhauling his comms and marketing teams to place digital at the heart of Brother’s increasingly varied marketing activities. Media spend: £162k but majority of brother spend is below the line. Suppliers include: Clear, Code, Citypress, The Raft, McCann Erickson Manchester and MediaVest.
8. Nick Bowyer, Swinton. Marketing director. In the face of fierce online competition and declining high street business, Bowyer and his growing marketing team have bucked the trend in a big way. Over 100 new retail outlets have been opened taking the total to over 550 and online sales have reached new record levels – but then Swinton’s website was voted the seventh best in the UK’s financial services industry. Other industry awards have flowed in the past year as the company’s excellent ‘clicks and mortar’ offer takes further shape. Judges’ comments: Bowyer has been key in helping to reverse decline and has actually expanded the retail offer combined with a revamped web presence. Media spend: £3.88m. Suppliers include TCS Media North, Amaze, SKV, The Ladders Agency.
9. Morwenna Angove, Alton Towers. Sales and marketing Director. Joined the Merlin Entertainments’ owned leisure attraction in Oct 2007 having previously worked for Eurocamp and Manchester council. Has broadened the marketing mix with a greater focus on both digital and events and the number of publicity stunts managed at the complex continues to rise. Angove has invested heavily in consumer research and experimential marketing. Judges’ comments: Has managed to refresh the Alton Towers offering with lots of new initiatives and an increasing focus on digital. Media spend: £5m. Suppliers include DLKW and Trinity Communications – both in London.
10. Jan McKee, Dr. Oetker (formerly Schwan's). European innovations & UK marketing director at Schwan's Consumer Brands. Previously spent 13 years with RHM frozen foods, latterly as commercial director. The combined company now claims to be the UK's leading pizza manufacturer and McKee has been given additional responsibilities. Her portfolio of brands includes both Chicago Town and Ristorante. Judges’ comments: Was part of the management team that worked on the purchase of Schwan's by Dr. Oetker UK last December and she remains a key member of the team going forward. Media spend: £1.6m. Suppliers include CheethambellJWT and mediaedge@cia.
11. Julian Rayner, Lakeland. Marketing director. One of three brothers running the Lakeland show. Has been running marketing and comms at the family-owned business for over 25 years..having started out as a van driver...Latest figures indicate Lakeland is weathering the recession in better shape than most of its peers. Judges’ comments: Julian continues to oversee marketing and is acknowledged by the industry to be doing a great job in a sector with few stand-outs. Lakeland is particularly good at selling new products and the brand commands a remarkably strong degree of trust. Media spend: £2.635m but company states its actual promotional budget is substantially higher. Suppliers include Acceleris, JDA and DRAMA.
12. Greg Reed, Bank of America (formerly MBNA). UK President. Reed has been with BoA (MBNA) since it established its European base in Chester 20 odd years ago. He used to head up marketing but was steadily given more responsibilities. With the departure of Adrian Steele this year, marcomms is once again under his control. The rebrand across Europe and the tougher regulatory and economic climate for cards are all additional challenges for him. Judges’ comments: Twenty years in the UK for MBNA handling a variety of increasingly senior marketing and customer-focused roles – he’s a seasoned and consummate marketer. Suppliers include LOVE and mediaedge:cia. Media spend not accredited but believed to be £4m plus.
13. Jon Sheehy, Littlewoods Football Pools. Director of marketing. In his mid forties, Sheehy has helped Sportech lead the Pools back from the abyss. Previously held a number of senior sales and marketing roles with Shell, RAC Motor Services, Lex Service and Leisure Parcs. Punter numbers are recovering and a new broader offering is available. In the meantime, profits are back and growing. Judges’ comments: Doing a great job revitalising something everyone had written off. Reintroducing fun and appeal in to the offer. Media spend: £7.34m. Suppliers include KMP, Carat and Pure Media.
14. Alan MacLean, Shearings. Commercial director. Joined the company in Jan ’08 and has subsequently been appointed to the board of the private equity-owned business. Earlier roles with Thomas Cook, Saga and National Express. Over 1m holidaymakers last year enjoyed leisure time with Shearings and new initiatives are being rolled out to the primarily 50+ audience including a new hotel collection. Judges’ comments: Is successfully repositioning and levering the brand into new areas. Media spend: Not accredited but understood to be £3m Plus. Suppliers include Blacksheep and Citypress.
15. Edwin Booth, Booths. Chairman. The fifth generation family member is an instinctive marketer and showman. He is widely credited with placing marketing at the centre of the independent supermarket’s operations. The awards have been flowing in recent years and the past year has also seen the number of stores grow to 26 including a third outlet in Yorkshire. Judges’ comments: (Sir) Edwin continues to carefully and successfully oversee a growing, strong, solidly regional brand. Media spend: £176k. Suppliers include MediaVest, Fat Media and Uber.
16. Ian Ayre, Liverpool FC. Commercial director. Joined LFC in Aug 07 having previously undertaken a variety of commercial sports roles in the UK and overseas. Believed to have been a Tom Hicks appointment and with Rick Parry’s imminent departure, he is understood to be the frontrunner to take over as CEO. His short time at the club has seen an increased level of investment in TV, digital and a major marketing drive into the Far East. Judges’ comments: Has overseen the continual resurgence of LFC as a brand and a number of new commercial opportunities have been secured. Media spend £184k. 17. Tim Jeans, Monarch. Managing director. Former marketing director of Ryanair and Manchester Airport.Divides his time between Manchester and Luton. His positioning of Monarch has helped the airline ride above the more turbulent times many other airlines are experiencing. Can be seen enthusiastically helping out with the MPA and other regional initiatives. Judges’ comments: A tough year in the airline industry but Jeans’ careful management of Monarch has helped ensure it steers a middle ground between the sorely-challenged BAs of this world and the cut-throat world of Ryanair. Media spend: £2.94m. Suppliers include Carat and Stream London.
18. Cindy Simmons, Transform. Marketing director. Previous roles with Barclays and Whitbread before Transform where she has been part of the team overhauling the cosmetic company’s operations. Additional responsibilities have been placed with her since her appointment. Simmons and her growing marketing team at the Cheshire HQ have unveiled a number of high profile ad campaigns over the year and in common with her peers is making increasing use of digital. Judges’ comments: Has built a strong team of marketing professionals with a perceived leading edge in the sector. Media spend: £1.45m. Suppliers include WRG, Mediaedge:cia, OMD and Story.
19. Stephen Rawlinson, Enterprise. Head of marketing. Rawlinson has been with Enterprise for four years. Previous roles have been undertaken at Pilks, Ciba-Geigy and the Rugby Group. Enterprise currently has record order book of £1bn plus.He’s been promoted since his entry last year and he now also has responsibility for Enterprise’s financial PR and comms. Judges’ comments: Has done a great job in a tough industry. Enterprise has gone back to its roots and is starting to make the market take notice again after a couple of years wandering off-stream. Media spend: £1,771,006. 20. John O’Connor, betfred. (Ex) Head of marketing. A rapidly-growing operation and a substantial and increasing budget to go with it. Press, digital, sponsorship, TV and an exceptionally well-known brand. Sport and new ways of engaging with the sports industry is a betfred speciality. Judges’ comments: he company has established a true niche in a market led by corporates. Innovation in marketing and ambitious and bold use of digital platforms. Editor's note - O’Connor left betfred in June – after the judges had met. Click next page for the Top 100 numbers 21 to 100 page 2
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