creativebrief: What does the Sherilyn Shackell brand stand for?

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.

creativebrief: Tell me about the Marketing Hall of Legends UK and how it came about?

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’.

creativebrief: What sort of companies do your Scholars represent?

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.

creativebrief: Which brands sponsor the Scholarship?

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.

creativebrief: What value do they get out of supporting the Marketing Academy?

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.

creativebrief: When it comes to mentoring, what sort of experience level do you require and what disciplines are covered?

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.

creativebrief: You currently have 80 ‘Mentors’ please can you name drop some of your movers and shakers?

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.

creativebrief: What is the real value of a Marketing Academy Scholarship to your Alumni?

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

creativebrief: What’s Merlin’s Apprentice?

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.

creativebrief: How do you go about identifying the apprentices?

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.

creativebrief: Who attends The Merlin Lectures and what speakers have you had recently?

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.

creativebrief: What is unique about your role within the marketing industry?

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.

creativebrief: Prior to the Marketing Academy, did you ever work in the industry either as a client or at an agency? Was this a help or a hindrance?

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!

creativebrief: What does success mean to you?

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.