Laurie Young is a specialist in the marketing and selling of services. His management career has been primarily in the technology and professional services sectors where he is well known and respected.
His career has included a number of jobs which required marketing skills to be applied to companies in the midst of dramatic change. For instance, in 1984/5 he was Executive Assistant to the then Deputy Chairman of British Telecom, Deryk Van der Weyer, the director in charge of BT’s privatisation. « MORE »
This project was a major initiative by the then prime minister, Margaret Thatcher, which introduced competition to telecommunications for the first time anywhere in the world. That massive organisation had to go to market in a completely new way, pioneering the way for other communication companies. Laurie’s other roles at the firm were therefore focussed in creating new marketing, sales and account management capabilities.
Later, as Director of Service Marketing at Unisys, Laurie was responsible for marketing and repackaging a range of services after a collapse of product margins in the worldwide computer industry. « MORE »
At the time, concepts such as outsourcing, third party maintenance and systems integration were new. Laurie was one of the UK pioneers in designing and launching these for a major supplier.
In 1999 Laurie was invited to be the global marketing partner of PricewaterhouseCoopers’ $2billion Corporate Finance division when it was considering disinvestment as a result of radical regulatory change. « MORE »
Laurie was one of the few non-accountancy partners to join at this level. He worked on brand repositioning and new account strategies, remaining as global marketing leader once the partners decided to remain with the main accountancy firm.
Laurie has also founded, built and sold his own professional service company specialising in services marketing. This grew to a mid-sized boutique with offices in London, Paris and Stockholm, without borrowings or acquisition. It was bought by Ogilvy & Mather, on behalf of WPP. « MORE »
Blakes Marketing Practice was an international company specialising in the marketing of services and competitive customer care. Founded in 1994, the firm provided a unique service for blue chip companies worldwide, creating profit through the development of marketing concepts and their practical application to service industries.
Blakes developed significant experience in a variety of industries including telecommunications, IT, utilities, financial, technological and professional services. Up to its purchase by Ogilvy & Mather at the end of 1999, clients had included ICL Sorbus; Unisys; Computasoft Consulting; Telewest; Securicor Cellular Services; Batelco; Phillips Mobile; British Gas Trading; United Utilities; Emerson/Liebert; Datex Engstron; and ARM.
Over the years Laurie has advised a range of high profile firms on different aspects of service marketing. « MORE »
Laurie is a Fellow of the Chartered Institute of Marketing, the world’s largest professional institute for marketers, holds its Post Graduate Diploma in Marketing and has served on its international board of trustees. He holds an MBA in Strategic Marketing from the University of Hull and has taught service marketing on MBA programmes at Hull and at ESSEC in Paris as well as on the joint Professional Services Marketing Group / Cambridge Marketing College CIM accredited Diploma in Marketing for the Professional Services Industry. Laurie is a contributor to the Oxford College of Marketing's Marketing Video library on Marketing Professional Services and Corporate Communication and following interest in his From Products To Services book in 2009 Laurie was asked to teach on the Executive Education Programme of Wharton Business School, USA.
Laurie is also a member of the advisory board of Rethinking Legal Business and a judge on both the Information Technology Services Marketing Association annual awards and the International Dairy Federation marketing awards.
"I really enjoyed the book From Products to Services by Laurie Young. Encouraged by it, Haier accelerated its changeover from a traditional product-driven to a more customer-centric company. This new book Marketing Technology as a Service is another major contribution to technology companies for the cultivation of service needs worldwide." - Mr Zhang Ruimin, CEO and Chairman, Haier Group, Beijing
"Young and Burgess describe a shift in mindset and pragmatic techniques that are quite doable - Rae Sedel, MD, Global Technology Practice, Russell Reynolds Associates.
"This book provides practical and insightful advice on how to use services to turn technology into value add solutions for real people - Rudy Provoost, CEO, Philips Lighting
"Business leaders in India have been remarkably successful at offering technology based services like outsourcing across the world. Currently worth $60 billion, they intend to reach $300 billion by 2020. To succeed, the Indian business community must offer new value propositions and adapt to emerging trends, like cloud computing. Burgess and Young have put together the first comprehensive and practical guide for business leaders to meet their challenges of exponential growth." - Dr Mukesh Aghi, Chairman and CEO, Steria (India),
Laurie's latest book, The Marketer's Handbook unveils the truths and misconceptions behind many well-used marketing techniques. Professor George Day, Chairman of the American Marketing Association says of it "Laurie Young casts an experienced and sceptical eye on many cherished marketing concepts and techniques. He provides an antidote to the tendency to adopt them without understanding their limitations and possibilities."