Oxford Conference – Is Marketing for Good the Future of Marketing?

On Friday 2nd September, Oxford’s New College played host to the Marketors’ prestigious full day conference with the theme “Is Marketing for Good the Future of Marketing?”

With many businesses now waking up to the need to market their good deeds as well as their brands, the aim was to encourage delegates to think about how marketing can be used to benefit not only businesses, but their wider communities and stakeholders.

The conference, chaired by the Marketors’ Roz Morris, Managing Director of TV News London Ltd, featured a remarkable line-up of speakers, including:

  • Liveryman, Chairman Emeritus of CMP and former High Sheriff of Oxfordshire, Tony Stratton discussed how SMEs can make a difference by co-operating and how he set up Reciprocate
  • Director of Communications for Oxfam, Jack Lundie dived into how charities market for good
  • Former chairman of BBH, Jim Carroll, inspired delegates to take a pro bono secondment with TIE – The International Exchange
  • Unilever’s CMO, Keith Weed, explored how corporates can start making a difference and explained how Unilever has built corporate social responsibility into all its marketing
  • Ogilvy and Mather’s Former Chairman and CEO, Miles Young, (now Warden of New College, Oxford), outlined  global trends in marketing and the growing importance of Asia and the far East
  • Aviva’s CMO, Amanda Mackenzie, (soon to be CEO of Business in the Community) explained how Project Everyone -Started by Love Actually director and Comic Relief co-founder Richard Curtis, has targeted 7 billion people to help to achieve the United Nations’ 2030 sustainable development goals on poverty and climate change.
  • The Deputy Dean and Director of Graduate Studies at Said Business School, Jonathan Reynolds, brought everything together with six defining concepts of the day’s contributors.

The conference also saw delegates break into separate groups to discuss what marketing for good means for a number of different sectors, before reporting back.  A number of interesting points were put forward as food for thought for the rest of the day.

At the end of the conference David Pearson, Master of the Marketors, asked delegates if they agreed that marketing for good is the future of marketing and delegates unanimously agreed.

For further insights into our Oxford Conference, we recommend you read The Master’s blog — http://marketors.org/conference-new-college-oxford/

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