Magazine article Marketing

Lessons from Next Generation Power 100

Magazine article Marketing

Lessons from Next Generation Power 100

Article excerpt

FIVE THINGS I WISH I'D LEARNED EARLIER IN MY MARKETING CAREER

ROB BAYNE - DIRECTOR, MOUNTAINVIEW LEARNING

Next Gen class of 2010

I must start with a thankyou.

I was in Barcelona when Next Generation 2010 came out in Marketing, and remember the phone call - Coca-Cola was looking for a Europe brand lead and had seen the article (I hadn't). That was five years ago, and you know what they say about time flying...

I owe Marketing a drink.

I'm no longer a brand-owner. My focus now is working with brand-owners to engineer growth. I joined Mountainview Learning to help businesses shift from traditional to evidence-based marketing - this has the attention of chief executives and chief marketing officers, so I'm positive about the future.

This is the first time I've been asked to look back on my career - I would prefer to think of it as a half-time report. These are five lessons I wish I'd learned earlier.

1. Work for someone you admire. There's little benefit in having a manager - find a mentor. At the start of my career I thought the fast track was based on the skills you have, but it's based on the skills you develop. The smart move is to focus on learning from the people a few feet away, rather than trying to impress them. A brilliant mentor will put you on the fast track to the fast track.

2. Find the right ladder to climb. I joined an advertising agency, but was better suited to brand marketing and moved. …

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