Today sees the conclusion of How-Do’s 2010 Top 100 Marketers initiative. Over the course of this week, we have published profiles on those marketers our judges ranked from one to 20 and today we publish a further 80 marketers who our judges have included in the Top 100 but have chosen to list alphabetically.
How-Do is pleased to acknowledge three partners who have helped make this feature possible in terms of support, resource and expertise: the three partners being delineo, Vision+Media and the CIM.
How-Do would also like to express its thanks to the judging panel, which comprised: Professor Steve Baron, Stuart Brown, Diane Earles, Nick Melvin, Andy Carter, Simon Alexander, Ginette Unsworth, James Brown and Helen Dolce-Lund. Detailed information on the judges and the criteria we employed follows the individual profiles.
In addition to the individual profiles of the top 20, we have also included summaries of the judges’ comments.
Why have we published the Top 100?
The North West is home to a substantial number of quality marketers working for outstanding companies and organisations. Such compilations of top marketers are regularly compiled in the national marketing trade press but in common with most such UK initiatives, the focus always ends up on those individuals based in London and the South East. How-Do’s Top 100 marketers shine a welcome light on those individuals who are making outstanding contributions regionally, nationally and internationally.
Indeed, research undertaken for How-Do by PHD North to support our Marketing Society Northern Awards initiative, suggested that in fact Northern Marketers have responsibility for well in excess of £1 billion of media spend and in all likelihood, a further £1bn plus on top of that when all below the activity and other marketing expenditure is taken into account. A substantial sum in anyone's books.
For the record, our judging panel met at the beginning of June and already three of the Top 100, including one from the top 20, have subsequently announced they have left or are leaving their current employ - and indeed roughly one third of this year’s Top 100 are new names to the compilation for one reason or other.
And finally, in addition to our sponsors and judges, How-Do would like to thank the hundreds of readers who took the time to submit nominations and supporting information to help make this hugely entertaining and instructive initiative come to fruition once again.
Top 100 Marketers 2010 - numbers one to 20
1. Patrick Allen, executive director of marketing for the Co-operative Group. The game keeper responsible for the 'brand' and also membership, CSR, customer strategy and commercial marketing. All marketing ultimately reports to him: from funerals and food to financial, travel, agriculture etc but only food and financial services report directly. Now with Somerfield also in his orbit, his budget is easily into nine figures and he oversees the largest marcomms budget in the region. Although luck in terms of the zeitgeist has clearly been on his side, his focus on results has also seen rationalisation of his senior marketing team, something which many others might not have wished to tackle given the year they’ve had. Lead agency TBWA\Manchester. Judges’ comments: The size and scope of his job has resulted in a fantastic year. Ethical stance, banking crisis, commitment to the region. Allen has exploited and delivered in spades.
2. Richard Hayes, marketing director, Warburtons. Three years into the role, previously with Allied Domecq and White & Mackay. Manager of one of the UK's most successful brand names in recent years – ranked by one survey as second only to Coca-Cola in the UK’s grocery sector. The firm's push into the South has proved extremely successful with record sales and profits and there’s a steady trickle of new products coming out of the Bolton HQ. Substantial spender on above the line media, sponsorship, BTL and increasingly digital/social media. £10m+ media spend. Retains agencies from London, Liverpool, Manchester and elsewhere. Judges’ comments: An extraordinary year for Hayes – promotion to the board capping the substantial presence built up in the South.
3. Mark Critchley, head of group marketing, SSL. Stepped back during the year from international sales to focus on Durex & Scholl in the UK. Has overseen the successful launch of the company's female orgasm gel Play O. Sales are booming across the company’s portfolio and Critchley and his team have been keen and quick adopters of social media – media which lend themselves naturally to the company’s product range. Previous roles with Princes Foods and LRC – prior to the acquisition by SSL. Also heads up the Marketing Society in the North. Significant media activity with McCann Manchester. Judges’ comments: Innovative social media, experiential, new product development and CSR work with NHS – STIs not just contraception.
4. Kevin Brennan, UK marketing director, Kellogg's. Has held the position since 2004. He’s been with Kellogg’s for over 11 years, having previously been responsible for helping turn around the Australian division and prior to that was director of European marketing. Oversees a total marketing budget believed to be £100m plus with the media spend alone accounting for over £70m, the second largest marketing budget in the North West after the Co-op. In July, Brennan announced he would be leaving Kellogg’s to join Premier Foods' meat free division in the role of general manager. Judges’ comments: Strong digital offering, consolidation of comms in-house complete and market share maintained in face of recession.
5. Andrew Pumphrey, marketing and content director, LateRooms.com. Five years with the company, initially as head of marketing prior to his promotion. Previous roles have included national marketing manager with Corus Hotels. Late Rooms are big spenders on TV and even bigger spenders online. The Company claims to be the second biggest travel brand in the UK and the pace of its growth is accelerating. Judges’ comments: To be in charge of marketing and survive three changes of ownership demonstrates his worth. To achieve such success with a purely online offering is exceptional.
6. Breffni Walsh, marketing director, Pets at Home. Joined in August 2008 following the abrupt departure of Gillian Buttree. Walsh oversees a department of nine and a revitalised company under the ownership of US VCs KKR. 60 new stores have opened, sales and profits are up sharply and a range of new offerings are available including veterinary support. Walsh has arguably held more roles with top brand names than any other marketer in the North West., Previous senior marketing roles with B&Q, Elida Gibbs, Pizza Hut, Thomson Holidays, Dorothy Perkins & Forte Hotels. Judges’ comments: Rebranding and digital are her focus and both going swimmingly.
7. David Osborne, director of marketing, Moneysupermarket.com. Joined Feb 2009 replacing Sean Thweny as part of an overall management reshuffle which also saw the founder and other members of the exec team depart. Previous roles overseeing UK marketing and commercial at easyJet, head of advertising and ecommerce at Orange head of brand marketing at Amazon. Despite substantially increased competition, sales have finally slowed the earlier sharp decline and are now stabilising and in some areas climbing again. Holds a board position unlike his predecessor. Media spend of £30m+.Judges’ comments: Top marketer, parachuted into sinking ship and is successfully shoring up the holes.
8. Neil Brownbill, marketing director, Princes Foods. Based in Liverpool, possibly the busiest marketing director in the region? Japanese-owned £1 billion plus sales Princes spurns publicity for itself and staff but nevertheless runs a hugely successful and growing portfolio of own and licensed brands including Shippams, Mazola, CrispnDry, Napolina, Juicee, Cookeen and Ocean Spray, Flora and Olivio. Brownbill manages a sizeable team with literally dozens of new products and ranges being launched every year. £5m+ media spend.
9. John Hinchcliffe, marketing director, N Brown group. Manchester. Appointed to the home shopping board in 2004. Sales of c£700m of which c£270m derived from digital activities. Another year of strong growth across its portfolio despite a slower May. A move into the States offers Hinchcliffe scope to expand his reach internationally. Hinchcliffe is seen in the industry as a big hitter (25 years in home shopping mail order) and runs one of the three or four largest marketing teams in the region handling numerous brands and over 40 web sites. Mediavest handle his media. Judges’ comments: Another outstanding year, big focus on digital and new products and markets paying off in spades.
10. Julia Phipps, group marketing director, UK CarGroup. Looks after Carcraft in Rochdale and its sister operation webuyanycar.com which has had substantial marketing support this year. Most of the £10m plus marketing activity including creative and media buying is done in-house but Mediaedge Cia is retained for projects. Recent whisperings suggest there may be change in the air for Phipps and Carcraft. Phipps held roles in ad agencies prior to moving across to the client side. Whether you like the company or the new web operation doesn’t matter, Phipps certainly understands what makes a successful brand. Judges’ comments: Identifying the market in house and brand recall for the new operation is awesome.
11. Amanda Newman, head of marketing, M & S Money. Managed and owned by HSBC but M&S shares the net profit 50/50 with HSBC. Newman has spent over 20 years in financial services marketing. New banking activities have added to an operation which is now 25 years old, encompassing a broader portfolio of savings, loans and investment products. Oversees a large marketing department in Chester and one of the largest marketing budgets outside London. Oversaw a new campaign last autumn stressing M&S financial virtues are on a par with M&S values. Judges’ comments: Career financial marketer keeps low profile and is entrusted with a growing department and more product launches
12. Ruth Connor, Sales & Marketing Director, Gold Medal Travel Plc, Preston. Joined the travel company in September 2006 having previously held senior marketing positions at Haven and Bourne Leisure (Butlins). Connor is a board member with full responsibility for the large marketing and Ecommerce team. She manages a budget of c£6m, most of which is spent on digital channels. Played a key role in redefining and developing the group’s brand portfolio including launching two new direct to consumer brands, PURE LUXURY and Netflights.com. Success led to Thomas Cook buying 50% of the company in 2008. Judges’ comments: A great example of knowing your customers and delivering a broad range of marcomms including excellent digital and SEO execution.
13. Lee Pinnington, marketing controller, Matalan, Skelmersdale. Took the top job in 2008. Prior to Matalan was the Marketing Director at Woodward Foodservice and launched the UK’s first food home shopping delivery service at Iceland Foods. Has also held senior positions at GUS, MBNA and Sainsbury's. Pinnington is a CRM and Ecommerce specialist and also ran his own consultancy business offering advice to retail brands on their E-CRM strategies. At Matalan he has run several major campaigns with Jeff Banks as creative director, and has increased E-CRM and digital activity through Code. Along the way, there have been intriguing sponsorships and online TV spin-offs with Hollyoaks/Lime Pictures among others. £10m+ media spend. Judges’ comments: A great year with successful repositioning, growing market share and a wealth of innovative marcomms activities.
14. Russell Braterman, marketing director, Phones4U. Joined the Newcastle-under-Lyme company in November 2008 replacing Jim Slater. P4U is roughly half the size of market leader Carphone Warehouse. Braterman was previously a management consultant having also worked for WPP's Brand Union and McKinsey. Oversees a budget of £15m plus with the media and creative handled out of London. Has recently reintroduced the hands gesture in the ads which were dropped by his predecessor. Creative and other handled out of London but some media has stayed in the north. Judges’ comments: An extremely competitive sector and much bigger than generally acknowledged. To increase market share takes some doing.
15. Richard Bird, Brand Director, Focus (DIY), Crewe. Joined the team at Focus in 2007 as part of the new incoming management team following the acquisition of the business by US private equity outfit Cerberus. Was previously MD of rival Wickes where he spent 35 years. He’s been responsible for developing the brand repositioning which is fundamental to the DIY company’s turnaround. The recession hasn’t been easy for Focus and there have been quite talks with their bankers but they’re through and in a strong market position. His previous dual role of brand and marketing director has been split and it’s believed that a dedicated marketing director is being sought. Media spend of £10m+ handled by mediaedge:cia. Judges’ comments: A strong strategist in a tough role which arguably few would have taken on.
16. Emily Frazer, International Marketing Manager, Bench. Oversees the marketing and brand management of what is now an ‘urban lifestyle company’ with a global brand. First store (only in 2006) opened in Berlin and today there are over 70 stores – roughly half overseas. Frazer oversees lots of activity in the digital field particularly and Corporation Pop produces much of the digital output. Judges comments: A key part of the team that has taken this iconic Manchester brand out to the world but has also skilfully managed to keep it away from the chavs.
17. Phil Jones, UK head of sales and marketing, Brother. Audenshaw. Hugely respected by his peers - a former recipient of a European Young Professional of the Year award - he is known to be a digital evangelist. In contrast to many of its peers through the downturn, Brother has reported continued growth in sales. It would appear that Jones' efforts to talk directly to and engage with SMEs are paying off. Judges comments: One of the region's most innovative marketers.
18. Nick Canning, Marketing Director, Iceland. Joined Iceland in 2002. Has played a leading role in helping return the brand to its former glory, focusing on the basics - frozen food and mums. Promoted to current role in 2006. Previous roles as marketing director at The Sun newspaper (News International) and KP Foods and began his career at United Biscuits. Has recently moved the creative account to London but £10m media spend still with Mediacom North and Tom Reddy retained for project work. Judges comments: Has thrived in this year's market, targeting and picking up customers who might not have considered them before the recession.
19. Stephen Rawlinson, head of marketing, Enterprise plc. Preston. Another busy year for Rawlinson and one of the UK's biggest companies of its type. Despite challenging times, the company's core business of building/managing infrastructure projects is paying off with sales up and the order book now standing at over £5bn. Rawlinson also oversees group communications and the plc’s investor relations. Has been with Enterprise for five years. Previous roles with Pilks, Ciba-Geigy and the Rugby Group. Manages a seven figure marcoms budget. Judges comments: A bumper year, amazing given the environment. Appears to handle supremely well a wide range of marketing, corporate communications and investor relations activities.
20. Bill Doherty, marketing director, Hill Dickinson. Has responsibility for business development, marketing and comms at one of the region's and indeed UK's leading independent law firms. Offices in Liverpool, Manchester, London and Greece. HD has continued to grow throughout the recession unlike many its peers. Doherty's department is now 20 plus in size and growing. Talk of acquiring the rump of Halliwells assets could potentially result in him becoming the most senior marketer/business development director among regional law firms. Judges comments: His overriding focus on sales has clearly helped the firm to make progress where others have stalled. What a future the boy has!
Click next page for information on those marketers numbered 21 to 48 alphabetically
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