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IDM Annual Lecture: The Marketing Department of the Future

The marketing department of every organisation, regardless of size or sector, needs to perform a very different role today than it did as little as five years ago. On 16 April at Google Town Hall, Amanda Rendle, Global Head of Marketing, Commercial Banking and Global Banking and Markets at HSBC, will draw on the actual, practical changes she’s currently making at the banking giant, to answer the question: What will the marketing function of the future really need to become?

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HSBC’s Amanda Rendle firmly believes that a marketer’s role in the business is to be "obsessive" about customers and their brand experience across all touchpoints. Her Lecture, this year sponsored by Acxiom, will discuss the full, business-wide implications and practicalities of putting customers at the heart of everything we do. Amongst Amanda’s themes:

  • Why we should think in terms of the customer model rather than business model
  • How the customer voice impacts every area of the business
  • Why there should be no Digital Marketing Team
  • The true meaning of InnovationAcxiom new web jpg
  • The marketing capabilities every manager needs within their teams
  • The skills individual marketers need to develop to stay ahead

Join IDM members, guests and a distinctly senior audience at the event with a reputation for challenging the fundamentals of today's marketing, and exploring the themes that will shape its future.

Why you should attend
Whether you’re a marketer, a manager or a strategic leader, the themes of this year’s Annual Lecture are deeply significant to you, your role and your business, regardless of its size, sector or specialism. The event offers the chance to take full advantage of some unparalleled networking where you can discuss the Lecture themes and more in depth.

IDM Annual Lecture 2014
Watch last year’s keynote, delivered Rory Sutherland Hon F IDM who joined the long list of marketing and business luminaries who have delivered the IDM Annual Lecture: Sir Martin Sorrell; neuroscientist, Baroness Greenfield CBE; Oscar winner Lord David Puttnam CBE; Corporate philosopher Roger Steare; Microsoft Chief Envisioning Officer, Dave Coplin, to name just a few.


Guest Speaker

A Randle pngAmanda Rendle M IDM, Global Head of Marketing, Commercial Banking and Global Banking and Markets, HSBC.

Amanda leads marketing strategy, customer experience, insights, proposition development and marketing communications activity across over 50 countries and territories. Amanda joined HSBC UK in 2000, leading to a European marketing role and then her current role of Global Head of Marketing.

With over 20 years clientside and agency experience, Amanda began her career at Barclays before moving to a new agency start up, eventually joining Limbo (Bartle Bogle Hegarty) to manage the accounts of major brands such as Debenhams, Alliance and Leicester, Flora, Whitbread, Levis and Topshop. Recognising the opportunity to have greater focus on customer experience and engagement, Amanda went on to establish her own consultancy, implementing a number of successful service initiatives for a range of blue chip clients including Whitbread.

She is on the Commercial Development Board for the London Symphony Orchestra, a fellow of the Marketing Society, a member of the Qualifications Advisory Board for the Institute of Direct and Digital Marketing and most recently appointed as an advisor to the Board at The Royal Mint.  She was also a member of the Task Force for Women’s Enterprise (2006-2009) a government led body to encourage more women to start and grow their own business.  Amanda is also a sponsor for the Women’s Development Programme at HSBC and a Sustainability Leader for the business.

Event Agenda

18.30 – 18.45Registration and welcome drinks
18.45 – 19.00Welcome: Mike Cornwell, CEO, The IDM
19.00 – 19.40Annual Lecture – Amanda Rendle, Global Head of Marketing, Commercial Banking and Global Banking & Markets
19.40 – 20.00Q&A
20.00 – 20.10Close: Jed Mole, Marketing Director, Europe, Acxiom
20.10 – 21.15Networking and drinks reception



Central St Giles

1 St Giles High Street



About Acxiom

Acxiom color web jpg

Acxiom is a data and technology company specialising in connecting data across all channels, media and devices in neutral and ethical ways to help brands and their partners deliver connected experiences to consumers and better results to companies.

We are passionate about the ethical use of data to deliver connected experiences to consumers. We specialise in managing, connecting and enabling data so that brands can recognise and understand individuals wherever and whenever they interact.  We do this through our data sciences, data-onboarding, and marketing database solutions. What makes Acxiom different is our 45-year history of innovations that deliver a difference to the world’s leading brands and the world’s consumers.

Acxiom has operations across four continents and over 5,000 associates. For more information visit

Continuing Professional Development (CPD)

This event counts as 2 hours towards the IDM Continuing Professional Development (CPD) Award scheme, which is an important means of on-going recognition and advancement for marketing practitioners. This event may also qualify towards CIM, IPA and other CPD schemes, and we are happy to provide supporting evidence for your records. Contact the membership team on 020 8614 0277 or email on completion of the event.

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