CEO of the Marketing Hall of Legends (UK) and Founder of the Marketing Academy
Tom Holmes talks to Sherilyn Shackell, CEO of the Marketing Hall of Legends (UK) and Founder of the Marketing Academy.
As CEO of Highfield Human Solutions Group, Sherilyn is a leading figure in the world of Talent Management, Leadership Development and Executive Search. She is also the Executive Vice President of IMD International Search Group responsible for Communications across 23 countries around the world.
In November 2011 Sherilyn won the Chartered Institute of Marketing’s Women In Marketing Special Contribution to Marketing Award 2011.
Sherilyn Shackell: I’m passionate about inspirational ‘Leadership’; identifying it, nurturing it and developing it. That’s my thing. If in any way I can help guide someone to become the best they can possibly be then I’m happy.
Sherilyn Shackell: The journey began in 2009. I’d spent 20 years as a headhunter and had always felt somewhat guilty about it. Headhunting firms are frequently used when a company’s internal succession plans have failed or when they are in a ‘distressed’ situation following a resignation or termination. Very often I would be asked to interview internal candidates for roles where my client had no intention of promoting them. The brief was often ‘bring me someone with an external view, who does things differently, who can tell us things we don’t already know’. Outside of completing an MBA it’s hard for internal talent to compete with that unless of course they leave their employer, go somewhere else and then return later in their career.
So, I wanted to create a forum that would provide high potential employees the chance to broaden their skills, knowledge and network without having to leave their companies to do so. As a fan of ‘mentoring’ I believed that being mentored by people outside of their companies from non competing sectors would be the best way of sharing external views and insight.
The original inspiration behind what would become the Marketing Academy came from a friend of mine who founded the Marketing Hall of Legends in Canada – it’s a high profile awards ceremony that recognises and celebrates legendary Canadian marketers once a year. I’d attended the event early 2009 and was inspired by the fact that they had the ‘Legends’ on stage providing a Q&A to 400 young marketers – for free. Whilst I knew that the last thing the UK needed was another award ceremony I did feel that if the Canadian ‘legends’ would give up their time to share their knowledge with the next generation then I was pretty sure that the British equivalent would. So I borrowed the name, registered the Marketing Hall of Legends UK as a voluntary & non-profit organisation and began the most exciting journey of my life! Within 6 weeks of returning from Canada the strategy for the Scholarship had been shaped and I began to discuss it with CEO’s and CMO’s who loved the idea. It took around 6 months to pull together the people and companies now involved. I was advised early on to use a different brand name for the Scholarship and so in February 2010 we launched as ‘The Marketing Academy’.
Sherilyn Shackell: They come from all sectors; blue chip corporates, creative & marketing agencies, charities, public sector and SME’s. We also have a number of entrepreneurs who have founded their own businesses.
Sherilyn Shackell: Our main Brand Partners for 2012 are O2, Nokia, Kraft Foods, Microsoft and Marketing Week. We’re also supported by Faculty Partners; Google, Fallon, PHD, The Living Leader, Brand Learning, Wisdom8, JKR, Albion & Millward Brown who are each directly involved in delivering learning within the Academy curriculum.
Sherilyn Shackell: I often say that the academy brings together people & companies that are have at least three things in common; they are dedicated to excellence in marketing practices, passionate about the development of ‘talent’ and committed to ‘giving something back’. Being involved in the Academy enables our partners to state those things publically as well as internally to their own organisation.
Our main Brand Partners have a guaranteed scholarship place and are directly involved with the Academy and the curriculum, with a seat on the Board, and an individual on our Judging panel.
All of our partners are influencing the future of marketing Leadership in the UK in addition to highlighting their company’s commitment to marketing excellence, talent development and corporate social responsibility.
Sherilyn Shackell: Our Mentors are either CEOs, or CMO / Marketing Directors or expert practitioners in disciplines such as PR, Brand, Comms etc. We also have Mentors from the military, public sector and universities. All of our mentors are in positions of significant influence.
Sherilyn Shackell: See list below, take your pick.
Each of the following individuals have volunteered their time to inspire, develop & mentor our Scholars on a one to one or group basis during the year.
Mentors – Corporate
Adam Crozier, CEO ITV Plc
Alastair Pegg, Head of Brand Marketing, Nationwide Building Society
Amanda Mackenzie, CMO Aviva Group
Andy Duncan, UK Managing Director Camelot
Andy Fennell, CMO Diageo
Andy Routley, Managing Director Church & Dwight UK
Andrew Swaffield, Managing Director The Mileage Company
Ashley Stockwell, Global Sales & Marketing Director Global Ethics
Ben Stimson, Head of Retail Operations Waitrose
Carol Brannigan, Marketing Director ELLP KPMG
Carolyn McCall, CEO easyJet
Charles Allen, Marketing Director Arsenal Football Club
Charmaine Eggberry, SVP Marketing Nokia
Claire Cronin, Marketing Director NetJets
David Hilton, Marketing Director Sony Ericsson
Dee Dutta, CMO Bodog Europe
Deborah Dolce, Group Marketing Director TK Maxx/HomeSense
Ellen Marzell, Consultant Nokia Sponsorship
Elizabeth McGregor, Marketing Director Energizer
Emma Beale, In-Store Communications Manager Waitrose
Gavin Patterson, CEO BT Retail
Helen Kellie, CMO BBC Worldwide
James Hart, SVP Global Marketing AVG
James Scroggs, Founder house of opportunity
Joe Clift, Brand & Customer Marketing Director Lloyds Banking Group
John Harber, VP EMEA Jawbone
John Orriss, Acquisition Director BSkyB
Jon Goldstone, Marketing Director Premier Foods
John Petter, MD Consumer BT Retail
Julia Porter, Ex Director of Commercial Marketing ITV
Justin King, CEO J Sainsbury
Katie Vanneck-Smith, CMO News international
Kristof Fahy, Group Brand & Marketing Director William Hill
Mark Howe, Managing Director Agency Operations Europe Google
Martin Glenn, CEO Birds Eye Iglo Group
Mikah Martin-Cruz, former CMO Microsoft
Nigel Trood, CEO Red Bull
Paul Stobart, Chief Executive CPP Group
Paul Wilson, Division CMO SunGard
Philip Mehl, UK Head of Marketing HSBC
Sally Cowdry*, Marketing Director O2
Saj Arshad, Group Marketing Director Vodafone
Sarah Speake, Strategic Marketing Director Google
Stephen Miron, CEO Global Radio
Tom Christie-Miller, CMO The Walt Disney Company
Troy Warfield, VP Family Care, Europe Kimberly Clark
Vijay Solanki, Senior Director Global Digital Marketing Philips
Mentors – Advertising, Digital & Marketing Services
Andrew McGuinness, CEO Beattie McGuinness Bungay
Andrew Walmsley, Founder i-Level
Andy Sandoz, Creative Director WorkClub
Beth Broughton, Client Partner The Leading Edge
Caroline Foster Kenny, Chief Client Officer MEC Global
Chris Brassington, CEO Starfish 360
Cilla Snowball, Chairman & CEO Abbott Mead Vickers Group
David Wethey, Chairman Agency Assessments
Debbie Klein, Joint CEO Engine Group
Gail Gallie, CEO Fallon
John Owen, Partner Dare Digital
John Townshend, Partner Now
Jonathan Stead, CEO Rapier
Julian Ingram, Regional Director EMEA Momentum
Matt Hart, Founder Industry Approved
Mark Lund, Founder Now
Michele McGrath, Chief Operating Officer Brand Learning
Mike Ashton, Managing Director Ashton Brand Consulting
Moray MacLennan, Worldwide CEO M&C Saatchi
Nick Howarth, Partner CHI & Partners
Nick Massey, CEO Boxclever
Paul Duncanson, Managing Director creativebrief
Phil Rumbol, Founder 101
Robert Ffitch, Managing Director MG OMD
Robert Senior, CEO Saatchi & Saatchi Fallon Group
Rory Sutherland, Executive Creative Director Ogilvy Group UK
Simon Bitcliffe, Managing Director Webmart
Steve Gray, Chairman Emnos
Sue Farr, Executive Director Chime Communications Plc
Tim Duffy, CEO M&C Saatchi
Tim Wragg, CEO Millward Brown
Teresa Octavio, Director EffectiveBrands
Mentors – Public Sector / 3rd Sector / Academic / Not for Profit / Associations
Major General Arthur Denaro, Former Commandant Sandhurst Military Academy
Prof Cathy Parker, Prof of Retail and Marketing Enterprise Manchester Metropolitan University
Chris Lenton, Chairman, Chartered Institute of Marketing
Emma Harrison, Chairman FSI
Jack Black, Founder MindStore
Mark Ritson, Associate Professor Melbourne Business School
Michelle Settle, Marketing Director Comic Relief
Mike Hughes, Director General ISBA
We also have a team of fantastic Executive Coaches who work with the Scholars on a one to one basis throughout the year.
Sherilyn Shackell: What is the real value of a Marketing Academy Scholarship to your Alumni?
SS: By far the greatest value is the relationships that develop between each other. It’s an elite group so the sense of ‘belonging’ is enormous.
They provide each other with a sounding board and across the group it’s likely that future opportunities will develop.
They also have extremely high level access to leadership & marketing expertise across all industries & sectors, therefore their ability to make things happen by tapping into people they know is elevated.
Levels of confidence and self-belief become sky high, they’re equipped with a range of leadership techniques & marketing tools which they can implement immediately and a contact network that will stay with them for life.
Meet the Scholars 2011
Adam Henderson – Jaguar Cars, Global Brand Partnership Manager for Land Rover and Range Rover
Alex Sonnenberg – Tuenti, Acquisition Manager
Alfredo Garicoche – BT Plc, General Manager – Broadband Acquisitions
Alina Eagle – Mindshare, Account Manager
Alison Esposti – Naim Audio Ltd, Marketing Manager
Bryn Snelson – eHarmony.com, Head of Marketing
Charlotte Greenaway – O2, Digital Marketing Manager
Chris Dodson – Concept Cupboard, Co-Founder & Managing Director
Daniel Chidley – DGCC Ltd, Sales & Marketing Manager
David Son – DWP, Communications Manager
Emanuel Gavert – Kraft, Innovation Manager
Emily Harlock – AMV BBDO, Account Planner
Gregor Lawson – Morphsuits, Co-Owner & Marketing Director
Helen Lawrence – ASOS, Marketing Manager for New Platforms
Imogen Landy – M&C Saatchi, Account Director
James Butcher – Microsoft, Bing & MSN Marketing Manager
Jonny Miles-Prouten – Proximity, Senior Account Director
Josh Connell – Livity, Account Manager
Karla Paff – Shelter, Brand Manager
Maria Nolan – Retail Category Marketing Manager, Service and Services for Sony Consumer Electronics
Mark Chamberlain – Millward Brown, Account Director
Mark Paterson – Cadbury Dairy Milk, Assistant Brand Manager
Masha Voskresenska – Johnson & Johnson, Category Solutions Manager
Nick Payman – Arsenal Football Club, Membership Marketing Manager
Paul Ridsdale – ITV, Head of Marketing
Phil Mitchelson – News International, Senior Digital Marketing Manager
Sarah Ellis – Sainsburys, Head of Content
Sarah Tate – Google UK, Agency Search Manager
Selina Sykes – Unilever, Marketing Manager – Lynx
Sorcha Harriman-Smith – Childrensalon, Ecommerce Director
Sherilyn Shackell: Merlin’s Apprentice is our newest programme and to our knowledge it’s a unique initiative. We’re providing fully funded 12 month Marketing Apprenticeships for disadvantaged young people aged 18 to 24 and currently not in employment, education or training (NEETs) who may normally be overlooked for such work experience.
The apprentices are placed in a host organisation in a specific role within the marketing, advertising or communications sector. Merlin’s Apprenticeship provides on-the-job learning, world class training, and marketing qualifications and equips the Apprentices with the confidence and self-belief to build a successful career in marketing.
We’re working in partnership with The Princes Trust and the CIM and our first ‘sponsors’ are News International.
Sherilyn Shackell: For the pilot programme we are identifying potential apprentices from the group of young adults who have been through the Princes Trust programmes. When we roll out the scheme later this year we’ll be also be working with other youth charities.
Each apprentice will be selected for the specific role available within the ‘Host’ company. To be awarded an Apprenticeship each applicant must undergo a selection process which allows them to highlights their skills, experiences and passion as well as showing their interest in a marketing career.
Sherilyn Shackell: The Merlin Lectures were created as a way to open some of our learning opportunities to a wider audience. The Merlin Lectures are free events which run throughout the year and are hosted by inspirational business leaders, speakers & industry guru’s. Recent Merlin Lecturers have included Rory Sutherland, Vice Chair of Ogilvy Group UK, Richard Jolly, Professor of Organisational Behaviour at London Business School, Mark Ritson columnist of Marketing Week & Robert Senior EMEA CEO of Saatchi & Saatchi. All scholarship nominees are sent invitations and followers of our social media groups are also able to request tickets.
Sherilyn Shackell: We are entirely non-commercial and exist with the single aim of identifying and developing the future leadership pipeline for the UK. In total we have over 130 people and 30 companies involved in the Academy who all share their knowledge, insight and experience for no commercial gain.
To our knowledge we’re the only organisation providing learning, shared knowledge and best practice to all sectors, client and agency side, without charge.
Because of this we’re privileged to be able to unite the collective resources of the associations, societies and industry bodies that surround Marketing and bring them together with a common purpose. We’re working in true collaboration with the Chartered Institute of Marketing, the Marketing Society, the Institute of Direct Marketing, the Mobile Marketing Association, the Association of Marketing Agencies and ISBA to name just a few.
Sherilyn Shackell: I’ve never worked in the marketing industry period! Which in hindsight was a good thing, I came in with very few limiting assumptions about what could be achieved and no expectations of potential barriers. I just had an unshakable belief that the Academy was needed and structure of it would work. This meant I had absolutely no reservations about pitching it to some extremely senior people, was not remotely shy about seeking advice and given that it was such a unique concept (with absolutely no resources at the beginning) I had no fear of asking for help – and as every person and company I met was asked to ‘do something for nothing’ it was probably just as well!
Sherilyn Shackell: I would like for the Academy Scholarship to be regarded as a kite mark for outstanding leadership in Marketing. I want both Brands and Agency’s to have an expectation that at least one person in their team or company is involved in the Academy in some way. Ultimately success will be demonstrated by how many of our Academy Alumni become the best they can possible be and populate the boardrooms of the future.
Marketing
Spring: “Women need to learn hard stuff to get ahead”
By MaryLou Costa Fri, 4 Nov 2011
Women should take on more extra curricular professional activities to help them learn the “hard stuff” necessary to succeed in business, according to former Future Publishing chief executive Stevie Spring.
Spring, who left the business last week, spoke at an Audience with Women Leaders event in London. The event was run by industry support services organisation NABS and also featured Procter & Gamble marketing director Roisin Donnelly, and easyJet chief executive Carolyn McCall.
Spring said: “I have done lots of extra curricular things, been part of lots of boards and chair of various organisations such as Children in Need. I would not have been made chief executive at ClearChannel if I had not been chair of The Groundwork Foundation, because it meant I knew about operations, planning and legislation.”
“You should get as much experience as you can. Not just in all the fluffy stuff but learn the hard stuff too. This is what a lot of women shy away from.”
Spring’s directive that women in business should make themselves numerically competent was echoed by P&G’s Donnelly.
“You need to be super intelligent, be able to look at numbers, cut through the crap and make the right decisions,” she said.
Donnelly added that emotional intelligence was equally as important as a high IQ.
“You need to listen to people. If you listen to and understand your organisation, you can motivate and inspire and people will want to follow you. You have to earn and deserve the title of leader every day.”
Separately, Sherilyn Shackell, founder of the Marketing Week sponsored Marketing Academy, was handed a special award for contribution to marketing at last night’s (3 November) “Women in Marketing” awards.
Winners at the awards, sponsored by the CIM, also included Marketing Academy scholar Maria Nolan from Sony UK, who was named “female fast track marketer of the year” and Marketing Academy mentor, Google’s Sarah Speake, who was named “best female leader in marketing”.
Industry reacts to view that marketers lack credibility
By Lara O'Reilly, 16 Jun 2011
Top industry bodies have reacted to a report that suggests 73% of CEOs feel marketing professionals lack credibility and views from Merlin’s chief executive that young marketing executives are “too siloed” to be successful in the boardroom.
Sherilyn Shackell, founder and CEO of the Marketing Hall of Legends, says it is a “myth” that the modern marketer is driven by winning awards for campaigns and that marketers are acutely aware of their direct contribution to the profit and loss of companies.
She says: “CMOs such as Amanda Mackenzie, Andy Fennell and Sally Cowdry who have a seat in the board room are ensuring that their entire teams are driven by commercial objectives.”
Shackell adds that leaders such as Martin Glenn, Gavin Patterson and Allan Leighton “completely disprove” the assumption that marketers are too siloed to become CEOs.
“I believe that exceptional business leaders have the ability to influence and engage, the courage to take risks and a healthy regard for both insight and data,” she says.
The Marketing Hall of Legends runs the Marketing Academy, the coaching and mentoring scheme that develops the talent of future potential marketing leaders. The Academy is sponsored by brands including ITV, Microsoft, O2, Kraft Foods and Marketing Week.
Roderick Wilkes, chief executive of the Chartered Institute of Marketing (CIM), says that marketers need to have a voice in the boardroom if organisations are ever going to effectively align their operations.
A Deloitte and CIM report found last year that 49% of companies are not using a customer or marketing measure to inform board level decision making.
Wilkes adds: “Whilst marketers are measuring, if they aren’t doing this effectively or presenting it to the board in a meaningful way, then this becomes a commercial sticking point.
“As we mark the centenary of [the CIM] this year, it is saddening that this seems to still be the case.”
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