During a thirty year career Martin Butler has worked in many top international advertising agencies including the DMB&B, Grey and Saatchi networks. Martin Butler started his career working for clients as diverse as Nestle, News International and Playtex but within a few years became one of London’s youngest advertising agency owners by launching his own company.
Through almost twenty mergers and acquisitions Martin Butler eventually built his business into one of the largest privately owned advertising & marketing networks in the UK. He has now sold his company, but throughout an entrepreneurial career gained a reputation as a retail specialist having worked in every market sector. From fashion to fragrance and from finance to food, his company boasted many high profile clients including Harrods, Burberry, Swarovski and Habitat. His network advised countless major brands on retail positioning including Barclays, Mitsubishi and Royal Mail. Martin also worked with a host of international brands advising on strategic development including, Giorgio Beverly Hills, Austin Reed, Global Refund and Dunkin’ Donuts.
Born into retailing, Martin Butler is a true hybrid. Part retailer, part marketer, he has used this unique combination to inform his clients and share his views in articles and editorials. Martin now spends the majority of his time travelling the world researching and writing on retail, speaking at conferences, business schools and running marketing workshops. In 2005 he wrote the internationally acclaimed book on best practice retail branding ‘People don’t buy what you sell, they buy what you stand for’ and often uses this provocative assertion as the basis for his challenging and interactive sessions.
Sponsored by the World Retail Congress, Martin has recently finished his second book, ‘The art of being chosen’. It benchmarks and celebrates worldwide best practice retail with findings being drawn from every continent. This robust, two year research programme involved interviewing 100 of the world’s leading retail CEOs and from this, Martin has identified the ‘six secrets to retail success’. In 2008, Martin Butler was invited to become a member of the expert judging panel at the World Retail Congress, an honour he was delighted to accept.
Speaking topics include:
- Secrets of success from the Giants of Retail: Examples and innovation of best practice retailing from every continent.
- Engagement. Getting everyone in the ‘loop’: Developing a sense of being valued and involved – delivering ‘discretionary effort’.
- Leadership. Defining the Future: Understanding the qualities needed to lead the world’s biggest and most complicated business sector
- Getting Emotional in Modern Business: Investigating the need for ’emotional precision’ in modern business
- Getting Personal in Modern Business: Greater targeting and personalisation for greater success.
- The Importance of Culture: You can’t train the wrong person to do the right thing
- The Problem with Profits: A profitable status quo is no place to hide – the role for change.
- Understanding the Role of a Brand: Brands must inspire their audiences – but who and how.
- What modern Business both Large and Small can learn from Global Retailing: Highly relevant examples of best practice retail innovation
- The Retail Gene: Leadership skills from the best of the very best retail leader.