Utilise your potential and leave your mark in 2013

What will be your legacy? I was prompted to think about this by the news that English Heritage’s Blue Plaques scheme, which commemorate London landmarks associated with historic figures, has been suspended.

Ruth Mortimer

After a 34 per cent cut in government funding, the scheme is being put on hold next week after unveiling a plaque for architect John Nash.

Perhaps by the time you read this, a smart brand will have stepped in and offered to sponsor the programme, which costs £1,000 to install each plaque.

This could be a valuable sponsorship scheme for any travel or tourism brand. It would allow a brand to “own” all those historic legacies and build their own reputation as a supporter of history, education and progress. In a year without the Olympics or the Queen’s Jubilee, this is valuable currency.

There are other ways for brands to create a lasting legacy too, with enduring customers, loyal staff and winning meaningful plaudits for their work.

Last year I spent several weeks judging our Data Strategy awards. I was amazed by how much the entries have changed in just a few years. While brands are still rightly proud of well-administered databases, this year saw companies talk about truly innovative, cutting edge projects using data. The theme among the winners was that those brands used data to change the whole business, not just marketing.

Please join us at the Data Strategy Awards in association with Experian on the night of February 7 at the Lancaster London hotel to find out which brands are at the forefront of data marketing in 2013. With so many trends predictions for the year ahead forecasting that data will be even more vital this year (see cover story), come and join other forward-looking marketers on the night.

We have also opened the entry process for our flagship Marketing Week Engage Awards in association with YouGov. We’re focusing on personal legacy with two awards in particular. For the first time, the Rising Star award offers the winner not only the gong but also free mentoring sessions from the Marketing Academy. It’s a gift that benefits them and their employer.

It’s also the first year we are running our Senior Marketer of the Year award, in association with Adobe. It rewards a marketer who has outstripped their peers and is leading the industry. It’s open to nominations – go to Marketingweekawards.co.uk and leave your view on who deserves to be put up for the public vote.

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