About the Centre for Integrated Marketing
The Centre for Integrated Marketing is a global leader and the world's first in its field. Its director is Professor Angus Jenkinson, with Professor Kevin Bishop, Director of IBM.com/Europe, as visiting professor and co-leader.
The Centre has been funded by industry since 2001 to contribute to a major development wave of the next few years: Integrated Marketing. The Centre is part of the University of Bedfordshire.
The Centre has won considerable praise, for example:
The work the Centre has done, and continues to do, should be of relevance to every Marketer.
-Andrew Molle, Marketing Director, Specsavers
The Centre for Integrated Marketing has quickly built a reputation for the finest research and evaluation in an exciting and important field.
-John Grounds, Director of Communications, NSPCC
Truly Integrated Marketing is the holy grail for the marketer. The Centre for Integrated Marketing provides a path to achieve it with a facility unrivalled in the UK.
-Colin Green, Marketing Director, Land Rover UK
It has researched over 30 leading brands including: AA, AOL, British Gas, EURO RSCG, Ford StreetKa, Harley Davidson, i2, IBM, IDM, Lloyds TSB, Lush, Ogilvy, Royal Bank of Scotland, The National Trust, Sainsbury's, SEEBOARD Energy, Specsavers, and WRC.
Solid research
As the world's pioneer and leader in integrated marketing, our research evidence includes not only established end emerging theoretical and evidence based best practice from the UK and around the world, but also research into over 30 major brands, including IBM, Olympus, Royal Bank of Scotland, Centrica, and the Automobile Association, the National Trust, Novartis, Amazon, and AOL, exciting niche organisations and leading agency networks.
It is also based on best practice projects with significant groups of senior marketers. 
A project with a group of some 20 senior marketers, the Media Neutral Planning Best Practice Group, sponsored by the Chartered Institute of Marketing (CIM), led to the development of Open Planning, the leading solution-neutral integrated communications planning method. More information is available at the Open Planning site, http://www.cfim.co.uk/. The findings were featured by the CIM as one of their strategic Shape the Agenda papers. Papers have been published by the Marketing Society, the IDM, several Journals and magazines.
Professor Angus Jenkinson was principal speaker at a major Design Council/All India Management Association conference in Mumbai India, 2005.
A project with 200 UK brands developed the world's leading Integrated Marketing benchmark audit. The results, published in 2005 as Winning with Customers (see Documents), highlights UK plc's opportunities for business improvement spelling out precisely how to achieve them. This assessment tool indicates over one hundred key pressure points, with a statistically proven model of business performance and a benchmark of Integrated Marketing practice in the UK. The study has been replicated in the USA by Don Schultz and his team at Kellogg School, Northwestern and other studies in other countries are scheduled.
Key tools
The Centre has developed or co-developed important tools. These include: 18-STEPS is a process and strategy toolkit for the implementation of integrated marketing; CODAR®, a universal communication planning tool; ID, an Integrated Marketing assessment and development tool and benchmark database; and Stellar®, a strategic alignment tool developed in collaboration with Corpus Angeli. See our Integrated Marketing overview for further details.
Activities
The Centre undertakes research projects of value to marketers in the field of integrated marketing. These include best practice case studies, solutions to marketing challenges, assessments of brand/firm performance and then disseminates findings. We can take on custom funded projects for clients and actively seek sponsorship partners. We have also collaborated/partnered with major industry groups such as the CIM, IDM and MCCA on development projects for members.
We also offer or run briefings, key notes, education, and conferences.
Prof Angus Jenkinson
Angus Jenkinson has a multi/trans-disciplinary background and has made significant contributions to the fields of research, customer marketing, marketing database/CRM design, media neutral planning and integrated marketing. He was educated in Zimbabwe, Scotland with an MA from Oxford University and Cert.Ed. from Moray House College. After an early career in teaching he joined IBM in 1978 where he gained a further 12 months of business and technical training. From 1984 to 1986 he was Marketing & Sales Director/ Divisional Head, JBA International. Angus was responsible for national marketing and line manager of a new division, which within 18 months contributed over 50% of revenue and profits, contributing to the firm becoming European market leader in the IBM mid-range computer space for ERP systems.
From 1986 to 1991 he was CEO of the Computing Group, converting a small loss-making computing team into European category leader in CRM and database marketing services within 2 years, heading industry growth rates for five years with 25% per annum productivity improvements. A variety of technology and service innovations in strategy, technology, pricing and account management defined new industry practice and benchmarks.
In 1991, Angus formed Stepping Stones Consultancy Ltd and in collaboration with colleagues and partners implemented a wide variety of marketing and business strategy, planning and implementation projects encompassing new business models, business and marketing strategies, brand development and relaunch, new product development, culture and process change, CRM design and implementation, lean management, knowledge management, market research and customer and employee insight research. Clients included Acxiom, IBM, Thomson Holidays, Novartis, OgilvyOne, Pitney Bowes, Roche, Masterfoods, NSPCC, Vodafone, and WWF. He was also principal expert for the IDM on database marketing and customer loyalty.
Angus is published more than 150 practitioner and academic papers, articles, briefings and cases including substantial coursework contributions for the Institute of Direct Marketing. In 1995, he published Valuing Your Customers and, in 2004, From Stress to Serenity. Industry innovations that he has generated or co-developed include: touchpoints (moments of truth) as a database marketing and CRM design tool (1986)); consumer ‘pen portraits' (1993); attitudinal based communities versus segmentation (1993); ‘next best action/next best question' (1995); ‘day in the life' business system specification (1995); CODAR and universal communication planning (2002); Stellar (2004); the Open Planning Process (2005). Prof Jenkinson and the Centre were profiled in the March 2004 CIM magazine, marketing business.
In 2001 he was appointed to the world's first chair of integrated marketing at the University of Luton (now Bedfordshire).
He is a founder Fellow of the Institute of Direct Marketing, and a Fellow of both the Chartered Institute of Marketing and of the RSA. He was on the management group of the Association for Social Development from 2002 to 2005. He is a director of King Blackford 49 and is a trustee or active in several not-for-profit organisations. Angus is also an enthusiastic and award-winning semi-pro photographer (http://www.angusjenkinson.info/).
Prof. Kevin Bishop
Kevin Bishop was educated at Cambridge where he took an MA in Natural Sciences and an MEng in Manufacturing Engineering, graduating with first class honours. He joined IBM in 1985 and was appointed Director of Distribution Channels for IBM's business in the UK, Netherlands, Ireland and South Africa in January 1998 and subsequently Director of Marketing for the same region in January 2001.
Following IBM's acquisition of the PwC Consulting business in October 2002, Kevin was appointed EMEA Director of Marketing for IBM Business Consulting Services, then EMEA Vice President of Strategy and Marketing for IBM Business Consulting Services in April 2004, a critical role at the forefront of IBM's business development. In October 2005 he moved to take General Management responsibility for ibm.com in Europe with responsibility for telephone and web based sales across IBM's full product and services portfolio, plus telephone and web based client management for IBM's smaller clients.
In addition to his line management responsibilities, Kevin is a Trustee of IBM United Kingdom Trust (since 2002), the Partnership Executive for IBM's relationship with Cambridge University (since 2004) and was a Director of IBM UK Financial Services Limited (from 1988 to 2002).
Kevin was Chairman of the Chartered Institute of Marketing/CFIM enquiry into Media Neutral Planning, is a regular contributor to the Cranfield Multi-Channel Marketing research group and a regular speaker on these and other topics. In 2002 Kevin was awarded the accolade "Integrated Marketing Thought Leader" by the Centre for Integrated Marketing and was appointed Visiting Professor in 2004. Kevin is also Liveryman of the Worshipful Company of Marketers, and a member of their Think Tank on the future of marketing chaired by Sir Paul Judge.
Other key contributors
Dr Branko Sain was an important team member from 2003-2005. His contribution to many findings and models is much appreciated. Dr Sain now lives in Spain.
Mrs Katie Bennett played an important role as an administrator during the period 2002-4 and her contribution to our sanity and prodcutivity was vital.
We collaborated with many individuals on the Open Planning project. Their names are recorded on the dedicated site at www.cfim.co.uk. The include key team members from Masterfoods, NSPCC, Vauxhall, Lloyds TSB, Wunderman, Cricket and MindShare.
Each of our case studies has involved significant contributions from individuals in a co-learning context. We particularly note Integrated Marketers of the Year: Nigel Samuels of SEEBOARD Energy, John Grounds of the NSPCC and Nick Smith of British Gas.
Professor Jenkinson collaborated extensively with Richard Leachman of Corpus Angeli, a brilliant and insightful analyst, in the development of the Stellar tool. His contribution to this tool was essential and is acknowledged.