Marketing for good is good marketing

In 2016 I was elected to be Master of The Worshipful Company of Marketors. I decided to write a weekly blog about my experiences as Master and about the other institutions of the City of London. These were published on the Company's website . They became very popular and were read by the Masters of other Livery Companies. I received this email from Professor Malcolm McDonald who is a Liveryman of the Company. "Many congratulations David. Your blogs have been brilliant and I have read every one. You MUST now put them in a book for us all. It will represent a wonderful record for those who follow us. Thank you for a great year as Master, Malcolm Professor Malcolm McDonald MA(Oxon) MSc PhD DLitt DSc Emeritus Professor, Cranfield University School of Management" 1.Description The book is based on the 45 blogs written during the year. They are organised around big themes. Most of the blogs are thematic rather than being in diary form but a few are of diary form thus giving a flavour of the intensity of this unique once-in-a-lifetime experience. In addition it inludes a few letters including thank you letters from HM the Queen and the Rt Hon Theresa May who is a Liveryman of the Company. Its purpose is to provide a record for interested parties, but also to bring to the attention to a wider audience the richness of the City of London traditions. At a time when most people might have lost trust in the Commercial City it is the Civic City that is trying to keep up its thousand year old record of being the financial centre of the world. My main theme for the year was "Marketing for Good is Good Marketing"
About the Author: David has extensive experience with several of the great brand owners in the UK, Europe, North and South America in consumer goods, electronics and technology licensing. After graduating in Law from Oxford University he gained blue chip management development in sales and marketing with Procter& Gamble, Mars and Pillsbury. His work with Mars included an assignment in Chile where he met and married his wife Carmen. David became Managing Director of Sony UK Consumer Products where he led the team that built sales from £150 million to £523 million in ten years. His success was rewarded by additional responsibility for a region in Western Europe and then promotion as Managing Director for the entire Sony United Kingdom company, responsible for turnover exceeding £2.2 billion and 5000 employees. As Managing Director of International Brands for Pentland Group plc, a then FTSE 350 company, he applied these skills to the licensing of brands like Speedo and Ellesse on a global basis and also managed the Footwear license from Lacoste. For five years David was Chief Executive Officer of NXT plc, a then FTSE 350 technology licensing company specialising in Audio. Since then he has built a portfolio career and to date has served on 26 boards, six as Chairman. He acts as a Non-Executive Chairman, Director and Adviser working across all three sectors, public, private and voluntary where he provides mentoring support to the CEOs of charities. David has been a member of the Marketing Society since 1978 and was elected Fellow in 1995 Honorary 017. He was a founder member of the CBI Marketing Strategy Group and later served on the National Council. He was a member of the Duchy of Cornwall Market Advisory group that advised HRH the Prince of Wales on the launch of Duchy Originals. is a Fellow of the Chartered Institute of Marketing. He served on the editorial board of the Journal of Brand Management and as a Governor of the University of Bedfordshire where he is now an Honorary Fellow. David was elected to the UK Marketing Hall of Fame in 1995 and made a Life Fellow of the Royal Society of Arts the same year. He is Master of the Worshipful Company of Marketors and a member of the Cripplegate Ward Club and the City Livery Club. His book 'The 20 Ps of Marketing' was published by Kogan Page in 2013 and his weekly blog can be found on his personal website www.davidcpearson.co.uk