The event took place on 11 October, students were invited as guests of the current Master, Richard Christou. Bakers’ Hall is the home of the ancient Worshipful Company of Bakers, one of the oldest City of London Liveries, with a history that dates back over 800 years.
This year’s lecture featured Guy Daniels, Head of Corporate Marketing for Fortune 500 global IT services company Cognizant. His lengthy experience includes top marketing roles at Sony and IBM, whilst at Fujitsu he was VP Brand and Marketing Communications, with responsibility for all such activity outside Japan.
During the lecture, Daniels shared his insights on ‘Marketing in the 21st century’, covering the many new technology-enabled tools that are now available to marketers whilst stressing that none of them is of any value without first getting the strategy right: there will always be a need for good (human) marketers. As a related aside, during the Q&A session, he pointed out that marketers should speak plain English and avoid using jargon such as ‘value propositions’ if they want to be appreciated in the boardroom.
Natalie Cembranelli, one of the students attending, said about the event: "The Worshipful Company of Marketors’ Annual City Lecture was definitely a very fruitful experience. It was great to have the opportunity to hear the perspective of the market from senior management professionals such as Guy Daniels and many other members of the Worshipful Company of Marketors. A big thank you to Jaafar and the University of Westminster for the opportunity to gain an out of classroom perspective."
Another student, Shivali Gandhi, commented: “An interesting takeaway from the talk was how the confluence of technologies threatens to disintermediate the role of marketing. It was elucidated that marketing can still thrive given the simplest principles are followed; namely knowing the customer, making the offer clear and compelling along with following through to ensure customer loyalty.”
Cover picture: From left to right: Waqas Chaudhry, Shivali Ghandi, Camila Martinez, Diksha Bhan, Richard Christou, Dr Jaafar El-Murad, Riccardo Rossi, Natalie Cembranelli, and Nawel Igua