Page 22 - 10052 WORSH Marketor Issue 79.indd

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great minds event from CIM Levitt Group

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University and expertly chaired by Mike Holland.

Professor Dimo business managers rely on process connection in a business context.
Dimov (@ automation to avoid human error.
dpdimov) author This ‘mindless’ approach contrasts David Bentley (@UniOfHertsHBS)
RI ¶7KH UHÁHFWLYH with a ‘mindful’ approach which author of ‘Choosing to change, an
entrepreneur’ can create more options to deal alternative approach to change
opened the day with novel problems. As Elmar said: management’. David took us through
with a view of ´*RRG ÀJKWHU SLORWV FDQ RIWHQ PDNH D UHÁHFWLYH WRXU RI ¶FKDQJH
entrepreneurship good airline pilots whereas good PDQDJHPHQW· WKURXJK ÀYH KLVWRULFDO
as a way of life. airline pilots seldom make good ÀJXUHV DQG HQDEOHG XV WR XQGHUVWDQG
Dimo’s aim is to ÀJKWHU SLORWV µ how they had contributed to
‘make thinking cool again’ and he VFLHQWLÀF PDQDJHPHQW +H
got the conference fully engaged Dr Chris Steed (@revchrissteed) highlighted that organisations are
with tales of how luck differs from skill author of ‘Smart Leadership – Wise groups of people interacting with
and how opportunity is inherently OHDGHUVKLS· &KULV LGHQWLÀHG WKH LVVXH each other and that behaviours are
social. Dimo explained how to think of ‘Cyberia’ and increasing personal shaped by the totality of our
RI VXFFHVV DV D ¶PXOWL HYHQW OLQH XS· isolation in the ‘virtuality’ of a digitally individual experiences and our future
where everything needs to go right. connected world. Chris emphasised aspirations. David’s views and insights
For failure, however, only one thing the importance of business culture enable change by deliberate choice
needs to go wrong. Mindful and and that the prime directive of rather than process.
VFKRODUO\ UHÁHFWLRQV leaders was to create appropriate
cultures and mobilise purpose. Chris Robbie Steinhouse (@RSteinhouse)
'U (OPDU .XWVFK #&UDQÀHOG DXWKRU spoke of his Christian faith and how author of ‘Mindful business
of ‘Project Resilience’. For projects ZH FDQ DOO ÀQG LQFOXVLYH ZD\V WR leadership’. Robbie described the
which are complex and uncertain, speak of human solidarity and social ‘leadership matrix’ as outlined in his

Diana Tombs
News from the Marketors’ Trust /LYHU\PDQ DQG 7UXVWHH
Support from The Marketors’ Trust resulted in a more than DOUBLING of the number of
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$ WRWDO RI FKDULWLHV DQG QRW IRU Charities are always under pressure The Awards were presented at an
SURÀW RUJDQLVDWLRQV HQWHUHG 7KH to save money and even the awards ceremony on June 13. The
Marketing Society’s Excellence relatively modest entry fee for our winner was Healthier Scotland
Awards this year, which represented Excellence Awards can put some (Scottish Government) for its
a 125% uplift from last year when organisations off entering. campaign “We Need Every Body” to
only eight charities submitted entries. convince people to sign up to the
Effective marketing is a particularly
We are delighted that so many critical activity for all charities at the Organ Donor Register. This used
charities took advantage of The moment because the whole sector humour, positivity and images of
Marketors’ Trust’s sponsorship to seems to be under constant attack
submit entries. The Trust linked up in the media. Yet many charities do
with The Marketing Society to fund a fantastic job that no one else is
the cost of entries from the charity prepared to take on and without
sector as part of an initiative to excellent marketing to bring in
promote excellence in charity support from the public that vital
marketing. We hope it will also be work would stop.”
WKH VWDUW RI FORVHU IXWXUH FR RSHUDWLRQ In addition to funding the entry cost,
between the two organisations.
the Trust’s sponsorship also meant
The Marketing Society is also very that a representative from each of
pleased with the success of the the six shortlisted charities was invited
initiative. Hugh Burkitt, Global to attend the awards ceremony and
Ambassador of The Marketing the overall winner will be offered a
Society, said: “We are absolutely place for one nominated executive
delighted that there was such a on The Marketing Society’s
positive response by charities to the prestigious ‘Ones to Watch’ Winner: Healthier Scotland’s We Need
generous offer of The Marketors’ Trust SURJUDPPH IRU XS DQG FRPLQJ Every Body campaign
to pay their entry fees this year. marketing executives.

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