On A Wing and A Prayer – CIM Annual Marketing Lecture

What is the link between low cost airlines and Darwin’s theory of evolution? The answer is ‘survival of the fittest’, as proven by the success of easyJet – which along with Ryan Air in the UK, have shown that through marketing innovation and ruthless cost cutting a new breed of air carrier can evolve in the marketplace.

This was Tony Anderson’s theme at the recent Chartered Institute of Marketing (CIM) Kent Branch Annual Lecture, when he recounted his time at easyJet as Marketing Director, from the firm’s conception by entrepreneur Stelios Haji-loannou in 1995.

Mr Anderson explained how easyJet grew as a brand ‘for the many’, how the firm enjoyed the David vs Goliath battle with British Airways (and the resulting publicity) and how the internet was adopted early (easyJet.com) and now accounts for over 98% of easyJet’s bookings.

The 2008 CIM Annual Lecture drew a crowd of over 150 marketers and colleagues. CIM Kent Branch Chairman, Ian Lockyer stated: ‘Tony Anderson has shown us how good marketing makes simplicity a virtue and how cost does not have to mean low quality. easyJet’s orange revolution has touched most of us and its success is a shining example to all marketers.’

The CIM Lecture was also the opportunity to acknowledge the CIM Kent Branch Student of the Year, an accolade won by Neil Wilkins of AXA PPP Healthcare. Neil received his CIM certificate from Ian Lockyer in recognition of having achieved the highest marks of any Kent Student in the CIM’s 2008 Post Graduate Diploma examinations. Neil Wilkins said: ‘It is an honour to be named top student in Kent. I would like to thank both the tutors at Golderest Academy and my employer AXA PPP Healthcare, for their invaluable support.’

For PR contact Andrew Harfoot at Springboard Marketing on 01732 363399, email andrew.harfoot@springboard-marketing.co.uk

(left to right): Guest speaker Tony Anderson, formerly Marketing Director of easyJet with CIM Student of the Year Neil Wilkins and CIM Branch Chairman Ian Lockyer, at the recent CIM Annual Lecture.