Mark Allatt Consulting Limited
B2B Strategic Marketing, Communications and Branding

Experience

Strategic Planning

At Bird & Bird, led the firm through the development of strategic marketing strategies and plans for the firm as a whole and for individual sectors, practices and countries.

Developed the marketing, communications and business development strategies and executions associated with Deloitte UK’s acquisition of Andersen’s UK business in 2002, the re-integration of Deloitte Consulting (Braxton) and its transformation to an LLP.

Responsible for the development of GVA’s business, marketing and e-commerce strategies.

Managed departmental budgets of up to £30m.

 

Branding

Spearheaded the development and implementation of the refresh of the Bird & Bird brand resulting in measureable changes in brand perception and in client feedback.

Influenced Deloitte to adopt the brand of ‘Deloitte’ in 2003; led a global team comprising internal and agency staff on the development and implementation of the brand; spearheaded the re-branding of all of the member firms to Deloitte and subsequently put in charge of Deloitte’s brand globally.

Significantly increased rating of key attributes within target audience - 277% increase in recall of KPMG Consulting marketing activities; 400% increase in image for using leading edge technology; 400% increase in reputation for IT strategy; 32% increase in spontaneous awareness (CSS report 1999).

 

Communications

Developed a new internal communications strategy for Bird & Bird; implemented new channels including a firm-wide daily business e-newsletter, a monthly CEO report for partners and refocused the intranet; significant improvement in staff engagement

Introduced sponsorship to Deloitte, identifying, negotiating and managing relationships with the CBI (conference), National Portrait Gallery (contemporary photography) and the V&A (Leonardo da Vinci).

Gained 33% of all UK consulting press coverage for KPMG Consulting ,overtaking Andersen Consulting for the first time, with an increase of 14% in one quarter alone (Carma 1999).

 

Marketing Campaigns

Introduced marketing planning to Bird & Bird; developed and implemented plans and budgets in line with the firm's strategy for each country, practice group and sector; increased the effectiveness of these activities.

At Shepherd & Wedderburn managed the activities of external agencies including advertising, design, PR and direct mail; reducing cost and improving quality of output.

Convinced the Deloitte UK CEO to adopt a fresh approach to marketing including the 2006/07 advertising campaign which resulted in a two-thirds increase in those choosing Deloitte and high-profile sponsorships which attracted over of 6,000 board-level executives to events.

Developed and implemented a new approach to graduate recruitment marketing that resulted the firm successfully filling its quota of 1,500 graduates (the UK’s largest) and in its campus ranking moving from 10th to 2nd according to The Sunday Times in just two years and being rated as number 1 at Oxford and Cambridge universities with no increase in budget.

Developed a market-leading thought leadership programme for KPMG Consulting covering issues including post-merger acquisition integration, business leadership, electronic commerce, customer management and preparedness for Y2K and the Euro.

 

Business Development

Convinced the Bird & Bird board to refocus business development activities on the existing client base; developed and implemented a new international key account programme which significantly changed partner behaviours.

Introduced client listening to Bird & Bird, engaging with clients through relationship, post-tender and matter completion reviews.

Redeveloped the opportunity management process at Shepherd & Wedderburn from introduction to de-brief; major improvements to win rate and improved return on time investment.

 

Team Building

Reformed a disparate group of marketing & BD people spread across 13 countries into a single cohesive team of 50 marketing professionals at Bird & Bird.

At Deloitte, built and managed a team of 60 in the UK; following the rebrand put together a central brand team of five staff together with a network of brand champions across 150 countries.

Built a global network of marketing managers at KPMG Consulting. 

Organisations Mark Allatt has worked with include:

Berwin Leighton Paisner

Bird & Bird

Cap Gemini

Deloitte

Fujitsu

Gracechurch Consulting

GL Hearn

GVA

Intel

Jaffe Associates

KPMG

Marketforce Communications

Microsoft

Mortons

Rostrum PR

Sanden

Shepheard & Wedderburn

Telegraph Media Group

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Mark Allatt Consulting Limited


+44 (0) 7710 878979

mail@markallatt.com
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