Page 51 - Internationalist Magazine 2015 75

origins of Livery Companies date
The Marketors promote Marketing

back to the 12th century, representing as a force for economic and public

some of London’s original craft guilds bene t, encouraging excellence in

or trade unions, like the Weavers’ marketing education and marketing

Company established in 1155. The in practice. Its presence in the City

Marketors, one of 30 “modern-day” of London underscores the need

Livery Companies, was formed as a for marketing principles at the heart

Guild in 1975 and this year celebrates of corporate decision-making. Like
The Worshipful Company of

its 40th anniversary. Its membership all Livery Companies following
Marketors—(coat of arms pictured

is drawn from senior marketing a centuries-old tradition, the
here)—is Livery Company within the

practitioners, marketing services organization supports the City of
City of London and one of 125 Livery

experts and recognized marketing London and the Mayoralty.
Companies currently operating. The

academics.

protect the company’s best interests. Appoint They will welcome this and you will enjoy

an in house expert in governance. Come back preferential service.

the media manager whodisappeared in the

1970’s/1980’s.
For too long marketers have been lulled into a

false sense of security about their media trading.
2
. Second, don’t rely on your contract with your This has allowed media agencies a free hand to

media agency to protect your best interests. They operate in their own best interests.

no longer control your media inventory.
Sadly that working method is broken.

Advertisers have to regain control over the

You must have a contract with their media way their own money is spent.

holding company.
For too long media agencies have

demonstrated that whilst power corrupts,
3
. Third, establish who are your top 10 media & absolute power corrupts absolutely. If you act

technology vendors, whether analogue or digital in an unacceptable way, but no one nds that

and build direct contact and relationships with unacceptable, you are free to carry on as though

them. (It’s quiet staggering to realise that most this is an accepted way to behave.
We don’t want our business to go the way of
advertisers don’t know their vendors). Negotiate
Volkswagen. We don’t want a LIBOR scandal. We

your own over-rider contracts with the media.
must not be a FIFA.

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