GDPR: A Blessing in Disguise?

By Yusef Sanei

The General Data Protection Regulation (GDPR) will become fully enforced throughout the European Union on the 25th May 2018. Coverage of the GDPR has created an almost apocalyptic impending sense of industry doom, heavily focusing on eye-widening fines.

The information sways between sensationalist scare mongering and heavy legislative literature, so we were keen to shed some light on the new regulations and explore how they may affect agency (B2B) new business but more importantly, how these new regulations could actually be a blessing in disguise!

(Almost) Nothing New

Despite what the recent coverage may suggest, these new regulations haven’t come out of nowhere. After 4 years of debate and preparation, the EU Parliament finally approved the GDPR on the 14th April 2016. This approval triggered the 2-year post-adoption grace period meaning the GDPR will become fully enforceable in a few months’ time (25th May 2018). The GDPR will replace the already existing 1995 Data Protection Directive, which enforces many similar regulations that the new GDPR will up keep.

Why Something New

The European Commission (EC) acts as a legislation implantation branch of the European Union. The EC has recognised that the digital economy is only going to get larger with the digitisation of most aspects of life. However, this predicted growth can be threatened by a lack of trust on the consumers part, thus, these new regulations ensure trust to be established by giving digital service users more information and greater control over their data and how it is used. This places most emphasis on B2C but still effects B2B in one major way.

Legitimate Interests?

Individual and personal data can only be processed if there is at least one lawful basis to do so. One of these lawful reasons, legitimate interest, is how B2B marketers will legally be allowed to target individuals. However, the industry coverage thus far has thrown this word around as the saving grace clause of the regulations, but what does ‘legitimate interest’ actually mean?

The EU’s GDPR legislation or the ‘Proposal for a Regulation of the European Parliament and of the Council concerning the respect for private life and the protection of personal data in electronic communications and repealing Directive 2002/58/EC (Regulation on Privacy and Electronic Communications)’ as the boys in Brussels refer to it, contains 29 references to ‘legitimate interest’.

What does it all mean?

Whilst mining through dense EU law may not be for everyone – the discussion around legitimate interest needs to be elaborated. Luckily, we’ve done the leg work and discussed the most relevant usages.

Article (47): ‘the existence of a legitimate interest would need careful assessment including whether a data subject can reasonably expect at the time and in the context of the collection of the personal data that processing for that purpose may take place.’

A data subject (target) has to ‘reasonably expect’ to be contacted by you.

For example, if you want new biz for FMCG and you contact someone from Coca-Cola, then you are all clear, as someone from Coca-Cola could ‘reasonably expect’ to be contacted by someone from FMCG.

Article (69): ‘a data subject should, nevertheless, be entitled to object to the processing of any personal data relating to his or her particular situation. It should be for the controller to demonstrate that its compelling legitimate interest overrides the interests or the fundamental rights and freedoms of the data subject.’

If I contact Coca-Cola and they never want to hear from me again, then they are entitled to opt-out and never be contacted by me again. I have to make clear to Coca-Cola, why I have contacted them – which is something I imagine most people are already doing.

Article (111): ‘where the transfer is made from a register established by law and intended for consultation by the public or persons having a legitimate interest. In the latter case, such a transfer should not involve the entirety of the personal data or entire categories of the data contained in the register and, when the register is intended for consultation by persons having a legitimate interest, the transfer should be made only at the request of those persons or, if they are to be the recipients, taking into full account the interests and fundamental rights of the data subject.

This one is a bit wordy…but it is important. If I wish to contact the head of marketing at Coca-Cola, I don’t need to source/use data about their children, dogs name and where they last went on holiday. I only have the right to use data that is applicable for my reason of targeting, for example, new biz.

Article (113): ‘Transfers which can be qualified as not repetitive and that only concern a limited number of data subjects, could also be possible for the purposes of the compelling legitimate interests pursued by the controller, when those interests are not overridden by the interests or rights and freedoms of the data subject and when the controller has assessed all the circumstances surrounding the data transfer.’

I cannot continuously spam the head of marketing at Coca-Cola until they talk to me, I need to be able to show that there is a qualified reason to target them e.g. they have a strong lead score. Again, this isn’t rocket science and should be something most respectable agencies are already doing.

Article (6)f : ‘processing is necessary for the purposes of the legitimate interests pursued by the controller or by a third party, except where such interests are overridden by the interests or fundamental rights and freedoms of the data subject which require protection of personal data, in particular where the data subject is a child.’

Nice and simple: Don’t email children (under 16).

Sigh of Relief

Thankfully, after that slight trudge through the heart of dense European Commission’s Legislation, we can draw some very positive conclusions.

This isn’t the apocalypse that some would have you believe. Yes, if you don’t follow the regulations there will be hefty fines, but even in this scenario, you don’t send out an accidental email to someone and next thing you know the Data Protection Police have arrested you in front of your colleagues and have taken over your business. There are warnings and cautions before the fines will be applied – after proved continuous breaches.

Buzzing Around the Ointment

This could, however, be susceptible to change due to the upcoming E-Privacy Regulation which, were it to be passed, would work alongside/compliment the GDPR. However, the E-Privacy Regulation is still in draft form and is being heavily debated between the Council and the Parliament, so we are still unsure what the final regulations will look like. This is something we will be following closely and will be sure to discuss in upcoming articles.

What we can take from the GDPR is that the new legislation should act as a much needed wake up call. We should all practice and implement qualified targeting, lead scoring and transparent reasons for contacting someone. This should be embraced by businesses, and if you are already practicing good etiquette then there’s nothing to worry about. This is a chance to change the digital industry for good, not the beginning of the end.

Please note that this article is written from writers point of view. The information herein does not replace qualified legal advice, and should not be taken as such. Please consult with legal experts if you would like further clarification.

January’s Movers and Shakers

Working in Business Development, it’s hard to keep track of all the changes and the latest Movers & Shakers. Each month, our data and insight team at Upstream provide a monthly round up of the new appointments to help you stay ahead.

Dr Oetker have promoted Riccardo Panichi from Senior Brand Manager to Head of Marketing for Cake and Dessert.

Sarah Shakery has joined Ted Baker as Global Head of Ecommerce. She has moved from Wolverine Worldwide where she was Director of Ecommerce UK & Europe.

Estee Lauder have promoted former UK PR Director, Melanie Jones to Consumer Engagement Director. They have also appointed Georgie Dawson as Head of Brand Communications. She has been promoted from PR Manager for Aerin Beauty.

Sharry Crammond has left Southeastern Grocers where she was Executive Vice President, Marketing & Communications. She has moved to Marks and Spencer where her title is now Marketing Director for Food and Hospitality. Robert Weston has also changed position within Marks and Spencer from Brand & Marketing Director of Food and General Merchandise to Marketing Director or Brand and Customer.

Photobox have appointed Mark Singleton as Chief Marketing Officer. He has moved from Paddy Power Betfair where he had been for six years and held the position of Marketing Director.

Anicka Wintle has joined Burberry as Senior PR Manager. She has moved from Modus where she was Senior Account Manager.

Dawn Topham has moved from Weetabix where she was Head of International Marketing. She has joined Costa where she has become Head of International Marketing. This move comes at the same time as the coffee chain’s pledge to become more environmentally friendly by reducing its plastic usage.

Renault have promoted formed Brand Communications Manager, Ed Preston to Head of Marketing Communications.

Fever-Tree have appointed Vince Lawson as their new Director of Brand and Creative Consultant. He has joined from Cenzo where he was Marketing Director and Brand Consultant.

If you would like to keep up to date on the latest movers & shakers as they happen each day, then you can stay ahead with our data and insight platform Upstream. Click here to find out more.

November’s Movers and Shakers

Working in Business Development, it’s hard to keep track of all the changes and the latest Movers & Shakers. Each month, our data and insight team at Upstream provide a monthly round up of the new appointments to help you stay ahead.

Here are November’s Movers and Shakers we recommend that you keep an eye on:

Kelloggs has promoted Oliver Morton from Senior Sales Director to Managing Director UK & Ireland. He joined Kelloggs in 2016 and has been a major contributor to the growing sales of Kellogg’s largest cereal brands.

Richard Singer has been appointed as CEO at Icelolly Marketing Limited. He has come from Travelzoo where he was former President, Europe & Australia.

Elias Diaz Sese has been appointed as the new Managing Director, UK & Ireland at Kraft Heinz UK. He has moved from Burger King Co. where he was the Former President, Asia Pacific.

Stephen Partridge has joined Thorntons as Head of Ecommerce. He has joined from HMV where he was also Head of Ecommerce.

Angela Anderson has left Mastercard where was Director of Consumer Credit Europe. She has joined Big Group as Head of Marketing.

Joules Clothing has welcomed Ian Mackie to their team as Head of Product Marketing and Campaign Planning. He has moved from Holland & Barrett where he was Head of Category.

Johan Lundgren has been appointed CEO of Easyjet. He has come from Tui Travel where he was Deputy CEO.

Maurice Doyle has become President of Incubation Brands & Global Commercial Development at Bacardi Global Brands. He has moved from Suntory Beverage & Food where he was Chief Operating Officer.

Caroline Lagden has joined First Utility as Marketing Communications and Brand Manager. She has joined from the International House World Organisation where she was Marketing and Communications Manager.

Deborah Holloway has been promoted to Digital Media Manager at Clarins, where she previously held the job title of Social Media Manager.

If you would like to keep up to date on the latest movers & shakers as they happen each day, then you can stay ahead with our data and insight platform Upstream. Click here to find out more.

October’s Movers and Shakers

Working in Business Development, it’s hard to keep track of all the changes and the latest Movers and Shakers so here is a summary of October’s new appointments that we recommend you keep an eye on:

Claire Heys has been promoted to the new role of Brand Partnerships and Content Director at ITV. She previously held the role of Director of Commercial Brand Partnerships after joining in 2013 from Endemol UK.

Tara Honeywell has been appointed as Head of Corporate Partnerships at Barnardo’s. Previously the Managing Director of brand partnership agency, Mediator, Tara will focus on delivering strategic and creative partnerships for the charity.

Claire Sadler has been appointed Marketing Director at Direct Line for Business. Previously holding the position of Group Brand Director at BT, Claire will be responsible for leading marketing activity and will oversee the next phase of the brand’s “Winston Wolf” advertising campaign.

Hoover Candy Group have appointed Antony Peart as their new Director of Brand and Communications. Antony joins the group from his previous role as Head of Marketing at Ribble Cycles.

Alice Hawcroft has been appointed Head of Digital Partnerships at Eurostar. Alice previously held the position as Global Third-Party E-commerce Manager at The Body Shop.

Anheuser-Busch InBev appoints Tatiana Stadukhina as their new UK Marketing Director. Tatiana, who was most recently Stella Artois Brand Director for Europe, replaces Nick Robinson, who left AB InBev in July to become CMO of Kerry Foods.

Barclays UK has promoted Louise Pancott to Director of External Communications. Louise has spent the last seven years at Barclays and will now oversee all external communications and media relations for the bank’s wealth and investments, personal banking and mortgage divisions.

Carmen Rendell has been appointed Head of Marketing Activation for Jack Wills where she will be channel lead for social, PR, local marketing, email, events – driving customer engagement and brand loyalty

Andre Rickerby, formerly the Vice-President of Global Marketing at Etsy, has now joined Moonpig as their Chief Marketing Officer. His appointment comes weeks after the brands refresh, in which it has removed its cartoon pig from its brand identity, as well as the ‘.com’ from its name.

If you would like to keep up to date on the latest movers and shakers as they happen each day, then you can stay ahead with our data and insight platform Upstream. Click here to find out more.

 

September’s Movers and Shakers

Working in Business Development, it’s hard to keep track of all the changes and the latest Movers and Shakers so here is a summary of September’s new appointments that we recommend you keep an eye on:

Paddy Earnshaw, formerly the Chief Customs Officer at Doodle, has now joined House of Fraser as their Chief Marketing Officer. CEO, Alex Williamson praised the move stating that ‘Paddy brings a wealth of digital, retail and online experience to House of Fraser and is one of the brightest, most innovative marketeers in our sector with a strong track record of delivering results at pace’.

Former Account Director at The Communications Store, Billy Van den Bergh has been appointed Global Head of PR at Boden. She joins as the company is seeking an uptick in profits and sales, driven by strong womenswear sales and an increase in customers.

Barry Williams has been promoted from Trading Director of Poundland to Managing Director. After successful roles at both Asda and Morrisons supermarkets, Williams’ promotion has come as the discounter accelerates European expansion following last year’s acquisition by South Africa based retail group Steinhoff International and its Pepkor general merchandise subsidiary.

International stationary store, Paperchase has announced a new Online Marketing Manager Sorcha Lynch, the former CRM Manager at The Book People.

Roxana Golban, former Associate Director of UK Institutional Sales at AXA Investment Managers, has joined BlackRock – the world’s largest asset manager.

In the world of Luxury fashion, Burberry has appointed former Global Head of PR at Warehouse Fashions, Patrick Tcherno, as UK Director of Communications & Marketing.

If you would like to keep up to date on the latest movers and shakers as they happen each day, then you can stay ahead with our data and insight platform Upstream. Click here to find out more.

Knowledge is Power: How to use data to drive you prospecting

 

Knowledge is Power

Knowledge is power, or so the saying goes. And it couldn’t be more true when it comes to prospecting. The more you know about your prospect, the better chance you have of closing the deal, because you have the facts to guide your actions.

Most Biz Devs come across at least one of the following problems at work:

Unproductive prospecting

50% of sales time is spent on unproductive prospecting, time that could be better spent building real relationships with important leads.

Stale data

As staff turnover among marketers is rising, data decay is becoming a problem due to out of date CRMs. In B2B markets, sectors with high job turnover can see contact data decay rates as high as 70% per year.

Lack of content

65% of Sales Reps say they can’t find relevant content to send to prospects to demonstrate that they understand their business needs.

But the good news is, these problems are all easy to address. By framing your sales technique with insight and tailoring your approach with the vital statistics on your prospect, you’re far more likely to be successful.

“Using a data and insight driven approach has gleaned so much value. Even if it’s just one single insight about that contact, it adds a lot of value to the call, it gives you the edge.” Sam Meade, Business Development Manager

For example, 80% of Biz Devs look at an individual’s social profile prior to a pitch or meeting. Social media profiles will reveal likes, dislikes and common ground to guide your conversation. “Hey, I saw that article about the challenges of healthy food marketing in The Drum. I thought it was really interesting…” can be a good conversation starting point.

You can also use a data sales tool to ensure your data is up to date, so that you don’t waste time chasing people who have already moved on. It can streamline your research process, leaving more time for selling, and help you to build authentic relationships by using information to warm up a lead.

To discover more ways that data can drive your prospecting, download Upstream’s latest report: Knowledge Is Power, and learn:

  • How to create a business profile on prospects.
  • The information you need to know on suppliers and procurement
  • The best time to approach a new lead
  • How to identify patterns and triggers that can inform your approach.
  • What should be on your pre-meeting checklist

Download the report, Knowledge Is Power, here and arm yourself with the information you need for successful prospecting, so that you can work smarter, not harder.

Ones to Watch: 5 Agencies marketers need to know, now

The start to this year is well under way, and we’ve been seeing some particularly exciting marketing and digital agencies popping up on our radar. They’re a heady mix of seasoned talent and innovative minds. If you haven’t heard of them already, they’ll be ones to watch out for in the coming months, so we thought we’d pull together a few that we’re really chuffed about. In our list we’ve got the likes of:

  1. Hyperactive

This new creative brand experience agency believes that big ideas are half the story; it’s what you do with them that count. A start up backed by Fold7, the agency is led by Andrew Casher – former Managing Director for Experiential at Cake. They’re the creators of brand experiences that can’t be ignored, producing unprecedented results through their work in experiential, social, content and partnerships. You might have seen their work with Beats by Dre or Eurostar. A start up with industry-leading results? You can’t get much better than that.

  1. SentiSum

Leveraging Artificial Intelligence (AI) to improve customer experience and conversion, SentiSum began with the aim to help companies understand their customer’s opinion, turning those opinions and experiences into a competitive advantage. Started in (when did they start) by Roy Jugessur, this company has grown exponentially since their beginnings, winning pitches for the likes of Just Eat and Auto Trader. Their ethos is backed by a dedication to leverage their insight in order to help companies leverage Custom Experience (CX). No challenge is too big for these guys, and their proven methods of translating CX data to actionable insights sits at the heart of their proposition – great news for the decision makers of the world.

  1. Margaret

This team of creative expert matchmakers specialise in connecting brands with early adopters, developing unique collaborations that create fans for their clients. Headed up by Co-Founder and Creative Director Olly Dixon (who you might remember from indie British magazine Dazed), Margaret has worked with the likes of Kopparberg, Auchentoshan, Bacardi, Bowmore, Becks and Reyka. Utilising their connections and expertise through a combination of campaigns, content, peer-to-peer connections, social media, PR, experiential events, influencer casting and design, they’ve more than made their mark in London’s scene. So, if you don’t know Margaret, now you know.

  1. Kaizen

Started by Managing Director Pete Campbell, Kaizen was borne out of the realisation that most agencies employ a half-baked approach to SEO & Content Marketing. He’s joined by Ian Fergusson and a team of SEO experts who deliver award winning innovative SEO and Content Marketing campaigns for brands like TotallyMoney.com and River Island. For brands looking for someone that can do it all, it’s a one stop shop at Kaizen – from Technical SEO to Digital PR and Outreach, there’s nothing these guys can’t do (and they’re not afraid to say it). Check out their blog for regular thought leadership pieces, helpful resources and links to their upcoming webinars. We’re excited to see what these guys will do next, and we reckon, now, so are you.

  1. That Lot

Content is their bread and butter, served with a side of humour. Started by Co-Founder and Director David Schnieder (you may know him as well known British comedian/actor/writer) this social creative agency has been on our radars since day one. Awarded Agency of the Year at this year’s Social Buzz Awards and Best Large Agency at the UK Social Media Communications Awards, they’ve worked with the likes of BBC’s The Voice and The Apprentice, providing brilliant content to brands and broadcasters in order to help them grow audiences and cut through on social. Terrible with names? Fear not – all three directors are named David, and this no-nonsense approach to nomenclature mirrors their approach to content. Keep an eye out for these guys, or at the very least, follow their feed for a good laugh.

 

Business Development Benchmarking Report 2017

bd-benchmarking-report-2017

With over 25,000 agencies in the UK, the competition is fierce and the pressure is on business development to deliver. To keep ahead, you always need to be on the lookout for new ways to improve.

For even the most successful Business Developers it’s hard to know if you’ve got it quite right – which is why Upstream surveyed top UK agencies to find out how they go about their prospecting and pitching, to bring you our Biz Dev Benchmarking Report 2017.

Prospecting can be a painful process, so it’s no surprise our survey found that 25% of agencies outsource their prospecting. The Biz Dev Benchmarking Report will lay out what companies are doing, and how big and small agencies go about their prospecting. It might surprise you to find that over half of agencies who outsource their prospecting have a turnover under £5million.

No matter how successful you’ve been generating leads and opportunities, you absolutely have to deliver in the pitch to ensure Business Development success. A study by The Drum found that clients underestimate agency pitch costs by 41% with very few expecting the client to have to pay for this; find out in the Biz Dev Benchmarking Report how agencies are dealing with this…

The report also delves into how some agencies are standing out with innovative prospecting, creative approaches to pitches and strategic investments in the process.

You can download the full report here. Or for a quick summary, take a look at our infographic below…

bd-benchmarking-report-2017-infographic

10 Must-Have Tools for Business Development

Business Development is changing – and there is now a whole variety of tools at your fingertips that can greatly assist the way you go about this process.

10_bizdev_tools_blog

Long gone are the days of just relying on an excel list and a phone. From CRMs to data and insight platforms, meeting tools and organisational shortcuts, every modern Business Developer should have access to a wide range of tools. These can help make you more efficient, so you can spend more time doing what you are best at, as well as increasing the effectiveness of your activity with a more informed and fine tuned approach.

We’ve put together a guide detailing some of our top favourite Business Development tools to make your life easier in our Ten Must-Have Tools for Successful Business Development.

From seamless scheduling with Calendly, to perfect punctuation with Grammarly, find out what the must-have tools are for exceptional business development in Upstream’s latest report.

Click here to download our guide and find out the tools you shouldn’t have to live without…

Movers and Shakers – October 2016

It was predicted at the end of last year that nearly half of marketers would change job in 2016. Working in Business Development, it’s hard to keep track, so we help do that for you with our data and insight tool, Upstream, which provides a daily feed of who’s moved where, when, and why.

octoberOften new appointments come with change and here is a summary of some of the latest company news and exciting new appointments in October to look out for:

Yoox Net-a-Porter Group

A number of changes have been going on at the group formed from the merger of Net-A-Porter and Yoox in 2015. October saw a new Global Brand Marketing Manager and CRM Manager appointed which is likely to suggest a renewed focus on data driven marketing.

  • Alan Tyldesley – Global Brand Marketing Manager Alan joined October 2016, he was previously Group Brand Manager, Edwardian Hotels London; The May Fair, Radisson Blu Edwardian.
  • Ruby Heera – CRM Manager, Mr Porter Ruby joined October 2016, previously she was CRM Manager, Office Shoes so brings some strong retail experience.

Victoria & Albert Museum

Following our new story in August announcing that the V&A would be hiring a new Director of Marketing and Communications, Sophie Brendel joined in October, during a period of significant expansion for the institution. It is currently developing two new satellite sites and is also extending its main site in Kensington, and collaborating on the development of a new design museum in Shenzhen, China.

  • Sophie Brendel – Director of Marketing and Communications Sophie joined October 2016, previously Head of Digital Communications, BBC. Leads all marketing, press, public relations and brand activity for the V&A in the UK and internationally.

Notonthehighstreet.com

Online retailer Not On The High Street recently landed £21 million in investment funding as part of moves to expand its market in the UK and abroad. The funds will be used to further invest in the technology, innovation, marketing and operations of the website. They have also appointed a new Head of Consumer PR.

  • Miranda Haire – Head of Consumer PR Miranda has recently joined notonthehighstreet.com as Head of Consumer PR. Miranda had previously worked at Blue Rubicon where she was an Associate Director – and prior to that was agency side at Ketchum.

Coty

Exciting times for Coty as it undertakes aggressive growth strategy with a couple of big acquisitions. The cosmetics giant recently completed a historic $12.5bn deal to buy much of P&G’s beauty business and has now confirmed that it is purchasing ghd for £420m.

Coty Inc recently announced the appointment of its future leadership in the UK & Ireland. The appointments are effective as of the close of the merger with P&G Specialty Beauty in October 2016.

  • Daniel Minney – General Manager, Coty Consumer Beauty, UK & Ireland. Daniel, was previosuly Managing Director for Wella UK & Ireland, has 25 years of experience working with P&G across many categories and countries.
  • Alexis Vaganay – General Manager, Coty Luxury, UK & Ireland. Alexis joined Coty from BIC and previously Unilever, where he held various GM and marketing roles across personal care and consumer products in North America and Europe.
  • Andrew Kelsall – General Manager, Coty Professional Beauty, UK & Ireland. A UK native, Andrew has 20 years of sales and management experience and is currently the Managing Director for Wella in Brazil.
  • Neil Sumner – Interim Digital and Media Director. Experienced director with a background in retail, media and technology. Track record creating strategy and delivering growth across global markets and previously had interim role with Kurt Geiger.

Whilst it may be tempting to rush into approaching each of these new movers and shakers, it’s always important to make sure that your approach is personalised, not just a generic email you send to all new appointments. And don’t expect an instant response; remember they have a new job to get to grips with and existing agency relationships to first understand.

To subscribe to our daily movers and shakers feed and stay ahead with latest company insight, click here.