Megan McCormick chats to CMA judges about their career highlights and what makes them tick
Liam Bateman – Founder and Managing Director, The Think Tank
As a judge at this year’s CMAs, Liam Bateman, founder and managing director of The Think Tank, is hoping to see something “brave” and “different” among the entries.
Why did you choose to start The Think Tank?
We started The Think Tank 30 years ago, and it was initially a group of independent marketing thinkers from multiple disciplines coming together to answer clients needs. In an age of no email or internet, mono monitors and printers and lots of couriers, it was a different world. But the main reason we set it up was to provide a multi-discipline consultancy focussed on B2B (business-to-business) marketing. Some of our very first clients were Geberit, Plasson, Ariston Boilers and furniture designer K+N international, setting the scene for us becoming a specialist in the built environment.
What has been the biggest challenge in your career recently?
Apart from the pandemic, recruitment has been a challenge as we have grown by almost 50 per cent over the past two years, and finding the right people with an expertise and cultural fit is always a challenge in the B2B agency world. However, we now have a very strong team of marketers across many disciplines, providing us with the ability to work across multiple sectors and geographical locations. The next generation of ‘Thinkers’.
Having worked with businesses around the world, what has been the most valuable lesson you have learnt?
No one size fits all. You have to ensure relevancy in each market you are working in and you cannot just force messaging or campaigns on a market that you have run in another. The nuances are so important and having that knowledge is essential for success.
What is the main message you are trying to convey in your new podcast ‘B2B Marketing’?
We’ve tried to bring together a wide range of guests from all areas of B2B marketing to provide a broad conversation that inherently adds value for the listener. We want them to go away either having learnt something or are inspired to build their knowledge, experience and interests. From business coaches, to leading B2B marketers and creative gurus, we just want to inspire the next generation of B2B marketing experts.
Is there anything you are looking out for when judging the CMA Awards?
I am looking to see innovation, bravery and a determination to change the way we see, think or understand brands, concepts or products. Please, show me something different.
