Tribes and Love

There’s a great myth that needs bursting. It’s the one that marketers – and the people they market to – are from different tribes.

Let’s face it, everyone is marketing something. And everyone buys. It’s a bit like cyclists and motorists. Or cooks and diners. The roles aren’t mutually exclusive.

So, let’s burst the myth. Marketers are people too. But, unfortunately, sometimes they forget.

In May 2018, there’s a new piece of UK legislation coming into force that has been – like many other UK laws – mandated by the European Union. The UK Data Protection Bill will, once it’s passed, enact the EU’s General Data Protection Regulation. At the heart of the new law is the idea of consent.

Citizens are the new, new thing

So why draw attention to the marketing tribe myth? Well, it’s important to bear in mind that the new legislation only really focuses on citizens. It doesn’t make any distinction between this type of citizen or that. It recognises that people don’t want to be pestered with unwanted communications unless they’ve specifically consented to receive it. It also gives people the right to request information that’s held about them – and for the right to be forgotten.

There’s more to the law than that. But, in a funny way, it asks marketers to think about citizens, not consumers or customers. And marketers, of course, are citizens like everyone else. They would no more like their personal data to be abused or lost than anyone else.

One man’s marketer is another’s customer. All citizens together.

Love: a conference

On January 25th, we’re holding a one-day conference  in conjunction with Proctor & Stevenson that will look at the GDPR and express love. Why?

Because we’re citizens too. As citizens that spend quite a bit of time marketing products to other citizens it makes sense that we don’t want to annoy or pester or endanger the rights of our fellow citizens. We also love elegance – the elegance of communicating with people who want to converse.

This is the opportunity that’s presented to us. We’ll have the opportunity to get much better at what we do. And we’ll waste less and be more effective. What’s not to love?

The content

The one-day conference will be held in the wonderful Colston Hall in Bristol and will feature an array of speakers who see the GDPR as an opportunity to do marketing much better. Our compère for the day will be Jeff Peel, Managing Director of Quadriga Consulting. Jeff has been a vocal campaigner for more citizen-focused approaches to marketing. Jeff argues that many brand owners treat their customers more like serfs than fellow citizens. He’ll argue that the emergence of the digitally-savvy citizen requires a complete re-thinking of roles. The concept of ‘tell-sell’ approaches to marketing is rendered completely redundant following the GDPR.

Our love pledge

At Quadriga Consulting, and at Proctors, we focus primarily on business to business marketing. But we accept that the same mantra applies: our customers would prefer gently and appropriately delivered snuggles than hectoring, inappropriate and unsolicited tell-selling.

This has always been our way, but not all brand owners entirely get it. They’ll have to now. The sanctions will be too severe if they don’t.

But in keeping with the new normal we’re partnering with Quadriga Consulting to develop the idea of Informed Consent Marketing. This, we believe, is the most appropriate means of communicating with people in a post-GDPR world.

To an extent, our January conference is a case in point. We’ve no axes to grind. We’re simply trying to get some dialogue going. But the content and issue-rich approach to communications will increasingly define what we’re about. We think that’s good and we hope you agree.

We’ll be rolling out more information about Informed Consent Marketing and what form it might take for your business. We’ll also discuss the concept briefly at the event on January 25.

Why bother?

There’s no moving the goal-posts on this one. The Data Protection Bill is coming. There are implications for marketing and the failure to do things right will be severe. But the opportunities from getting things right will be just dandy. So, there’s a lovely double whammy reason to attend our event. You’ll get up to speed quickly but you’ll have a great big stimulating and love-filled day too.

The details

Awesome speakers, the agenda, venue details, read all about it here.

Tim Campbell MBE on Blockchain

Tim Campbell MBE

We’re delighted to announce that Tim Campbell MBE, the businessman and former BBC Apprentice winner, will be a guest speaker at our upcoming Blockchain Masterclass in London on October 12.

The event, which will focus on the impact that bitcoin and the underlying blockchain technology will have on financial services, is being held at the London offices of Allen & Overy.

Tim will talk about about the social impact of cryptocurrencies and the underpinning blockchain technology.  Other speakers include Simon Toms of Allen & Overy; Seamus Cushley of PwC; and Janina Lowisz of Cashaa.

Attendance is by invitation only but you can pre-register your interest here.

New Blockchain Masterclass Announced

Quadriga Consulting is organising a new day-long masterclass focusing on the use and applicability of blockchain technology in financial services.

Featuring a number of heavyweight blockchain specialists, including Seamus Cushley, Director, EMEA Blockchain, FinTech at PwC; and Laurence Kirk, Founder of, the event focuses on how blockchain addresses the issue of trust in financial services.  We’ll have several speakers present use cases for blockchain in financial services markets – developed by incumbents and new kids on the block.

The event will be held on October 12, 2017 at the new Dorsett City Hotel in Aldgate. Early bird tickets are available until September 22nd.  Book now.  

GDPR Seminar, Equiniti

Quadriga Consulting client, Equiniti, is holding a seminar called, ‘Protecting Your Integrity and Getting Value from GDPR’ on 2 June 2017 at The Titanic, Belfast, Northern Ireland from 09.30am – 2.00pm.

BBC journalist Karen Patterson will be hosting the day with speakers from the Information Commissioners Office, Northern Ireland; Bill McCluggage, Digital Leader and CIO/CTO; David Kemp, GDPR Lawyer, HPE; and Adam Green, Chief Risk Officer, Equiniti.

Jeffrey Peel from Quadriga Consulting, who has authored a report for Equiniti on the implications of the GDPR, will be taking part in a panel discussion at the event.

Why Attend?

  • Learn about GDPR and how it will impact your organisation
  • Learn practical steps on your journey to GDPR Compliance
  • Accelerate your progress with the right team
  • Maximise future value from your GDPR programme
  • What happens if I don’t comply and what are the implications?
  • Question experts about their experience of GDPR

About GDPR

The European Union’s General Data Protection Regulation (GDPR) has been a long time in the making. It’s also not without its critics. But, after thousands of amendments, and years of discussion relating to its scope, the regulation was adopted on 27th April 2016 and will come into force across on 25th May, 2018.  The UK, it has been confirmed by the government, will also adopt the GDPR, prior to leaving the EU.

The GDPR is an EU regulation applying to all member countries that will ‘strengthen and unify’ data protection for all individuals within the European Union (EU). There are significant implications for business being GDPR-compliant.

If you would like to attend this event, or for more information, please contact Ashleigh McClean via email: Or call +44 (0)28 9073 5709.

Chatham House rules apply.

Achieving Digital Transformation of Local Government

At our workshop in London a few weeks ago we asked Abigail Gilbert of think-tank NLGN and Stephen Morgan of Squiz to discuss how digital initiatives might work to enhance public service provision.

Abigail and Stephen chatted about how authorities are engaging, increasingly with platforms and smart city infrastructure to improve things – with a strong focus on procurement issues, as well as citizen-driven attitudes.

Citizen Generated Mapping

London, 11th April, 2017An online survey of UK local authorities is being undertaken by UK based research firm Quadriga Consulting. The survey is attempting to paint a more detailed picture of the types of citizen reported location data being utilized by local authorities.

Anecdotal evidence suggests that local authorities across the UK are mapping more and more information to improve service provision. Geolocation data, when overlaid on digital maps, creates the opportunity to provide greater visualisation of information that could be useful for council operational staff and citizens.

With the roll-out of non-emergency reporting tools on mobile devices, local authorities can make citizens their most important fact-finders – reporting anti-social behaviour, dog-fouling, fly-tipping and pot-holes – from right across the council area.

According to Jeff Peel, of Quadriga Consulting, “We have prepared a simple-to-complete on-line questionnaire that can be completed by UK local authority staff. It only takes a few minutes. If enough councils complete the questionnaire, we’ll be able to build a picture of the types of initiatives being taken by councils to have citizens report location data. We know also that some councils are using their own staff to gather information across towns, cities and counties. We’d like to get a better idea of just how many are doing this and the nature of the information that’s being gathered. We also want to know about which mapping software is being used.”

He continued, “We’ll send a copy of our summary report to everyone who completes the survey. It may not be a definitive survey, but at least it will give us a better idea of who’s doing what, and what plans are in place.”

Council officials wishing to complete the questionnaire can do so online.

What Now for Ireland in the Era of Brexit and Trump?

Dublin-based Hibernia Forum is running a major conference on February 23 entitled, What Now For Ireland in the Era of Trump and Brexit?’. It will be held from 9am-3pm in the offices of Connect Ireland, on 14 St Stephen’s Green, Dublin 2.

Quadriga Consulting’s CEO, Jeff Peel, will be a guest speaker at the event.

Speakers will include Olivia Buckley, Director of Communications with the Irish Tax Institute; Lucinda Creighton, former Irish Minister for European Affairs; Christopher Butler, Chief of Staff at the Americans for Tax Reform; Cormac Lucey, former Irish Government adviser and political commentator.

After an economic crash and a period of correction and austerity, with much sacrifice made, Ireland has made a remarkable recovery and is now poised again for strong commercial growth.

However, the country suddenly faces major challenges on the international horizon in the shape of the British ‘Brexit’ referendum vote to leave the European Union and the election of Donald Trump as US President, promising a renewal of protectionism and a vigorous return of American overseas investment back to the US. Along with a EU increasingly keen on tax harmonisation, these are significant challenges for a recently recovered economy.

What are the implications for Ireland as a small open economy, overwhelmingly dependent on both US inward investment and on overseas trade with the neighbouring UK? Will the new US administration curb the tax breaks that encourage American companies to locate abroad?

Will Brexit mean the return of a hard border between North and South Ireland with all the implications this has for trade, travel and investment? What will happen to the Common Travel Area between the UK and Ireland, and could a ‘hard Brexit’ mean that Ireland ‘thinks the unthinkable’ and reconsiders its long term future in an unstable EU.

In short, what are the decisions investors and planners should make, and could the prospect of Trump’s election and Brexit actually offer as much opportunity as it does disadvantages? The Hibernia Forum has assembled a conference to examine all these possibilities and questions. Experts from the US, UK and Ireland will discuss the implications of these momentous political events and how they should be judged and faced in 2017.

Further information about the event (and latest speaker information) is available here.  Your can register here.

Business of Evidence Event, Belfast, December 7

The findings of a study, The Business of Evidence, commissioned by the UK Market Research Society (MRS), will be presented at an upcoming event in Belfast, Northern Ireland, on December 7 .  This report reveals that since 2012 the UK’s research market has grown by over 60%.

This insight into the ‘business of evidence’ market reveals the new direction of the market research sector and prompts many questions with regard to where the future of the market lies.

Join the Market Research Society NI for a presentation by Julie McClean, Senior Manager, Research to Insight (r2i) for PwC on the findings of The Business of Evidence. The presentation will be followed by a panel discussion chaired by Albert Hamilton of CARD Group and Chairperson of the Market Research Society NI. Jeffrey Peel of Quadriga Consulting will be joining the panel as well as Fiona Rooney of Ipsos MORI and client-side research representatives from the commercial and education sectors.

Hosted by PwC, this event is open to MRS members, staff of MRS Company Partners and anyone within the research and marketing communities interested in enhancing the reputation of research, developing opportunities for professional networking and best practice exchange in Northern Ireland.

Date:      Wednesday 7th December 2016

Time:      12.30 – 2.30pm

Venue:   Google Hive, PwC, Ground Floor, Waterfront Plaza, 8 Laganbank Road, Belfast BT1 3LR

Lunch:    Included

CPD:       1 hour

Booking: As spaces are limited please book early by email:

Ireland Post-Brexit Conference

We have decided to postpone this event (originally planned for March 2, 2017) to a later date.  You can pre-register your interest in the event using the form at the foot of this post.  

Since the people of the United Kingdom decided to leave the European Union there has been a lot of discussion about what the decision means for UK/Irish relations…and for Ireland itself. We’ll assemble some of the most important speakers to debate whether Ireland’s future lies within the the EU, or outside.  

Since the UK’s EU Referendum result was announced on June 24, 2016, here has been much focus on what will happen in terms of trade between Northern Ireland and the Republic of Ireland – as well as trade between the Republic of Ireland and Great Britain. Northern Ireland is the only part of the UK that shares a land-border with the EU.

UK-Ireland trade is important. In 2015 the UK imported some Euro 14.7 billion from Ireland and exported just under Euro 20 billion to Ireland.

Some of the questions being asked are:

  • What will happen if the UK government decides to leave the single market…will this mean a ‘hard border’ between Northern Ireland and The Republic or will nothing much change?
  • What happens (if anything) to the Common Travel Area – the bilateral arrangement between the UK and Ireland that means that people can move across the border without any checks?
  • Can an electronic system obviate the need for customs posts?
  • Does the devaluation of the £UK mean that Irish exporters will be at a permanent disadvantage (while UK exports to the Republic appear relatively cheap) or will Sterling just float back?
  • Will tariffs return if the UK leaves the single market or will common sense prevail?
  • What are the opportunities emerging from Brexit for better trade relations between both nations?
  • Should Ireland consider following the UK’s lead…is Eirexit an option?

These and many other questions may not be answerable until the nature of Brexit becomes clearer. But, by March 2017, we will be closer to the UK initiating Article 50 in order to formally leave the EU. It will be a good time to debate the future for Ireland and the UK in a post-Brexit (and post Brexit-hysteria) world.

As a follow-up to our EU Referendum Business Debate held in Belfast in April 2016, we are delighted to announce a debate and conference. This will be a must-attend event for people in business, government or public affairs to get right up to speed on the latest thinking about British/Irish trade in a post-Brexit world.

To help debate some of these issues we have a stellar line-up of speakers including:

  • Douglas Carswell MP – the first elected Member of Parliament for the UK Independence Party (UKIP)
  • Noelle O’Connell – Executive Director, European Movement, Ireland
  • Paul Staines – the Libertarian political blogger and publisher of the Guido Fawkes website
  • Anthony Coughlan – Associate Professor Emeritus, Social Policy, Trinity College, Dublin
  • John McGrane – Director General, British-Irish Chamber of Commerce
  • John Longworth – Former Director General, British Chambers of Commerce
  • Cormac Lucey – Economics Commentator, Sunday Times (Ireland) and Author, Plan B: How Leaving the Euro Can Save Ireland
  • David McCann – Deputy Editor, Slugger O’Toole
  • Keith Redmond – Director and Co-Founder, Hibernia Forum

The event will provide invaluable insight into the political decisions that need to be taken as well as the opportunities for trade. The conference will provide a forum for business people, politicians and academics to discuss and network.

Please complete the short form below to register your interest.

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