Insinger de Beaufort

Having helped Charles Gillow on a pro bono basis when a client of his in the medical devices field needed some advice, Malcolm Johnston was then invited to step in as interim Head of Marketing in the UK division of a Dutch private bank. The initial contract was for 3 months but was extended to 18 months and the remit grew to include responsibility for business development. After a thorough marketing audit covering the investment management, corporate finance and private banking divisions, a new marketing strategy was presented to the UK Board and adopted. The re-launch of the customer magazine using Lang Communications was hailed as a major success as was the sponsorship deal developed with the Beaufort Polo Club. A completely revamped intranet, a corporate re-branding and significant improvements in sales skills were achieved in a very short time. Sadly, the global financial crisis precipitated the Dutch parent pulling out of the UK and so the contract ended before the full implementation of the strategy.

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Piers White MBE, CEO Insinger de Beaufort UK:

“Malcolm has been employed by us for 18 months as the interim Head of UK Marketing and he has done an excellent job. He is a customer focused and results oriented marketer who brought a new, more holistic, perspective to our marketing strategy.”