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Ahead of his appearance at The Marketing Society’s Annual Conference on 29 November, Willie Walsh, CEO, International Airlines Group speaks to Elen Lewis about negotiation, telling the truth and crisps.
What does a bold marketing leader look like?
Someone who is unafraid of being innovative and countering the views of senior management but who also understands all the requirements of the business, not just the marketing ones.
Describe your job in 10 words or less.
Strategic vision and management for the BA/Iberia parent company
What are the core ingredients to successful negotiation?
The book “Getting to yes – negotiating agreement without giving in” by Roger Fisher and William L Ury contains what I believe to be the core agreements to successful negotiation. They talk about BATNA – best alternative to a negotiated agreement – in other words, always have an alternative way to reach a negotiated settlement.
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Posted: November 21st, 2011 | Author: elen.lewis | Filed under: WLTM | Tags: Annual Conference, IAG, International Airlines Group, Marketing Society speaker, Willie Walsh | Leave a Comment »
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Better business writing is simpler than you think, says Elen Lewis, editor of The Marketing Society. Craft your beginning and the rest will take care of itself.
The greatest short story ever written is just six words long by Ernest Hemingway. “Baby shoes. For sale. Never worn.” The power of six words.
Opening lines are so important in business writing. Whether it’s the subject line in an email or the first sentence in a presentation, these words will grab or lose your reader’s attention in a moment.
One of my favourite examples of punchy headlines comes from Sir Harold Evans, the former editor of The Sunday Times, who wrote a book called, ‘Essential English for journalists, editors and writers’.
He wrote, “If I choose to head an article ‘An Inquiry into the Conditions of Mycean Civilisation in the Heroic Epoch, with Special Reference to the Economic and Domestic Functions of Women Before and After the Conjectural Date of the Argive Expedition against Troy’, – if I say, I choose for my article some snappy little title like that, I really have no right to complain if (when I send it to the Chicago Daily Scoop) they alter it to ‘How Helen Did the Housekeeping’. Or even better ‘How Helen Kept House’.
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Posted: October 17th, 2011 | Author: elen.lewis | Filed under: business writing | | Leave a Comment »
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The ‘nice to know’ highlights from the weekend papers, curated by Marketing Society editor Elen Lewis from The Simpsons’ pay cut to baby competition and roaming stags.
The Simpsons actors need to take a 45% pay cut to keep the TV show commercially viable say Fox.
There are two million deer roaming Britain.
Ottawa radio station Hot 89.9 is offering three rounds of fertility treatment worth £21,700 as a competition prize.
Posted: October 10th, 2011 | Author: elen.lewis | Filed under: Nice to Know | | Leave a Comment »
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10 Things I learnt this month, by Marketing Society editor, Elen Lewis from noisy koalas to carrot jam, mac owners and Britain’s most stolen vehicle
1/ Koalas bellow.
2/ Facebook hosts 4% of all photos ever taken.
3/ Victorian housewives made jam with carrots as a stand-in for apricots.
4/ Yawning cools down the brain
5/ New homes in Denmark are 80% bigger than new homes in the UK.
6/ 40% of active Twitter users to do not tweet at all, they just follow other people.
7/ Last year, Cliff Richard sold more calendars than any other male celebrity.
8/ One in five British graduates (1.34m) are earning less than the median wage for someone educated to A-level standard.
9/ Mac owners are 80% more likely to be vegetarians than PC owners.
10/ The Ford transit is Britain’s most stolen vehicle.
Posted: October 3rd, 2011 | Author: elen.lewis | Filed under: 10 Things, Uncategorized | | Leave a Comment »
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Ahead of his appearance at our Birmingham Awards Showcase, Russell Pocock, head of brand marketing at City & Guilds, talks about his journey to winning a 2011 Marketing Society Award for Excellence.
Winning a Marketing Society Award is an amazing experience: the sense of anticipation in the days leading up to the ceremony, the night itself which was full of nerves, euphoria and pride in what the team had achieved, and once the hangovers had died down (and they lingered for a while) and the accolades back at the office had passed, we were left to reflect on our journey and what we learnt along the way.
Our award was for Employee Engagement: how we rebuilt the brand for the business, by the business, from the inside out. Our objective was to create a new brand strategy by August 2010 and lay the foundations of a brand-led business by December 2010. Simple, you say? In some cases, yes; in this case, not quite so. City & Guilds is an organisation that has been product-led for the past 130 years. This was a huge transition for the organisation and the people within it.
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Posted: September 27th, 2011 | Author: elen.lewis | Filed under: Awards for Excellence, Growth Drivers, Uncategorized | Tags: City & Guilds, employee engagement, Marketing Society Award for Excellence, Russell Pocock | Leave a Comment »
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Marketing Society editor, Elen Lewis selects the ‘nice to know’ highlights from the weekend papers from body art to Liz’s diamonds.
Up to one third of adult Britons are now thought to have at least one tattoo.
Elizabeth Taylor’s personal auction is set to raise over £32m.
In the 1950s, fewer than one in 100 adults under 50 cohabited; it is now one in six. Today, 80% of couples who marry have lived together first.
Posted: September 26th, 2011 | Author: elen.lewis | Filed under: Uncategorized | | Leave a Comment »
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Marketing Society editor, Elen Lewis reviews the weekend papers for nice to know highlights from teaching parrots to deep voices
Women remember men with a deep voice more than those with a high voice.
Escaped pet parrots can teach wild birds to say phrases learnt from their owners.
The steel used in the construction of the new Westfield shopping mall in Stratford is equivalent to the weight of 80 million medals.
Posted: September 19th, 2011 | Author: elen.lewis | Filed under: Nice to Know, morning papers | Tags: morning papers, Nice to Know | Leave a Comment »
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Charities have a real conundrum. How do you develop effective campaigns without spending too much money? Whilst an agency might fight shy of such briefs, for a charity it is often an opportunity to flex the creative muscle on both execution and media channel. This week Haystackonline takes a look at just two of the many charity campaigns that can be found when you type ‘charity’ into the search function on haystackonline.
It’s your turn to talk – THT
G2 Joshua
The Terrence Higgins Trust, the UK’s biggest HIV and sexual health charity, has done an enormous amount in helping the treatment and acceptance of AIDS stay in the mainstream media. Teaming up with G2 Joshua, they launched a new strategic communications programme to address one of the charity’s most significant concerns – the proportion of gay men in the UK with HIV who are not getting tested for HIV. The campaign positioned THT as a facilitator of peer-to-peer conversations and to encourage gay men to share their experiences around HIV testing and know it is their turn to talk. Through the use of interactive social media, over 100 stories have already been posted on the campaign website, providing a platform for gay men to feel comfortable and safe in expressing their concerns and sharing stories of overcoming their fears.
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Posted: September 6th, 2011 | Author: elen.lewis | Filed under: haystackonline | Tags: charity campaigns, G2 Joshua, haystackonline, HPS Group, Not For Profit, Wendover House | Leave a Comment »
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10 Things I learnt in August from a bloom of jellyfish to 726 hangovers and Gaddafi’s love of Rice by Marketing Society editor, Elen Lewis
The average Briton suffers 726 hangovers in a lifetime.
The collective noun for a group of jellyfish is a “bloom”
Apple founder Steve Jobs patented designs for two glass staircases.
Almost a quarter of new words added to the Chambers Dictionary come from internet culture.
Female birds like confident males.
Asda Illustrated is the UK’s top-selling magazine.
Col Gaddafi’s compound contained a photo album filled with pictures of former US Secretary of State Condoleezza Rice.
Our ancestors began cooking 1.9 million years ago.
Stress really does make hair turn grey.
A planet 4,000 light years away from earth is made almost entirely of diamonds.
Posted: August 30th, 2011 | Author: elen.lewis | Filed under: 10 Things | Tags: 10 Things | Leave a Comment »
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Marketing Society editor, Elen Lewis, reviews the weekend papers for nice to know highlights
The Notting Hill Carnival generates £97m in London every year.
Tolstoy’s taste for peasant-style clothes means that Russian for hoodie is tolstovka.
Posted: August 22nd, 2011 | Author: elen.lewis | Filed under: Nice to Know, morning papers | Tags: morning papers, Nice to Know | Leave a Comment »
Ahead of his appearance at The Marketing Society’s Annual Conference on 29 November, Willie Walsh, CEO, International Airlines Group speaks to Elen Lewis about negotiation, telling the truth and crisps.
