John Luff specialises in helping organisations identify and promote their brand and corporate social responsibility (CSR) and sustainability credentials.
John Luff is a frequent speaker worldwide on the topics such as:
John’s experience, creativity, professionalism and world-view ensure an entertaining and thought-provoking presentation.
John Luff addresses key issues facing people in Marketing, CSR and HR Departments today. John is certainly no tree-hugger but he passionately believes that a brand built on anything other than ethical principles is living on borrowed time. A brand that breaks its ‘word’ (its marketing promise) risks the scrutiny of analysts, pressure groups and consumers worldwide.
For John, the only sustainable marketing is visible, well communicated ethical marketing and to achieve this, CSR needs to be built into brand. This is no mean feat. But John is skilled at combating the misconceptions between the specialists in Brand and Marketing and those involved with Corporate Social Responsibility. The key to John’s approach is finding creative ways of bringing together Marketing and CSR specialists so that myths are debunked and communication is re-established.
John Luff offers keynotes, seminar presentations and a master class and loves thinking on his feet and generating debate as a host or moderator.
Previously, John was Head of Global CSR and Head of Global Brand for BT. In these roles he helped BT achieve its 3rd top rating on the DOW Jones Sustainability Index – the first time BT had achieved this on a global basis.
He developed the brand positioning for BT and its joint ventures worldwide. He is proud to have lead BT sponsorship of the Global challenge – “The World’s Toughest Yacht Race”.
Other senior roles have been in the fields of occupational psychology and organisational development.
He is an alumnus of the prestigious Prince of Wales Business and the Environment programme.
John Luff is an associate faculty member of the British Chartered Institute of Marketing, a Founding member of the Superbrands CSR Advisory Panel, a judge for the Green Awards and Responsible Marketing advisor to the World Lotteries’ Association.
Recent/current clients include the World and European Lotteries Associations, Nova Scotia Gaming Corporation, the world’s largest retailer, one of Europe’s largest shopping Malls, major financial institutions, major construction companies, sponsorship advisors, Business Schools, telecoms, IT and TV brands, cities, government and global sustainability organisations.