Magazine article Marketing

Farmer Reaps Crop of Successes

Magazine article Marketing

Farmer Reaps Crop of Successes

Article excerpt

Farmer reaps crop of successes

Neil Farmer has the uncanny nack of landing himself marketing jobs in companies where none existed before.

A greenfield marketer, you could say. But this was not a planned career course. It just happened that way.

"The area I work in is a relative newcomer to the discipline," he says. "But that makes it all the more exciting."

As a graduate trainee at Tube Investments (TI) Farmer did come into contact with brands including Raleigh bikes and Hotpoint cookers, but this was before either product was promoted.

In fact, he only really started marketing 11 years into his career. "In terms of career development, I didn't feel I had any scope until I joined Metal Closures Group (MCG)," he says.

"I was lucky in that a friend tipped me off about the vacancy there, and it finally allowed me to get into marketing proper."

However, at the time MCG lumped together marketing with the library service in the basement.

And it took considerable powers of persuasion to get "them upstairs" to allow Farmer to do unthinkable things like employ six outside agencies to revamp the company's drab image. …

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