The Unprincipled

A personal record of setting up, growing and selling a marketing agency: part memoir, part business handbook, part comic novel. Set in Oxford, it documents the fun and games, and pain and heartache we telescoped into 12 short years. The title is taken from the scurrilous in-house ‘newsletter’ our creative department compiled a couple of times a year, to debunk some (alright all) of our employees. More
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About David Croydon

For 15 years David worked in marketing departments of various corporations and international companies, in support of direct sales forces. For the next 5 years, he moved to the agency side of the fence and worked in sales promotion/direct marketing/ advertising; then set up his own ‘through-the-line’ consultancy in Oxford, which he ran for 13 years, before selling out to an American multi-national. As an agency head, he necessarily has in-depth experience of most business sectors, both FMCG and B2B.

His marketing experience is overlaid with general management experience, having founded and grown a small consultancy business from scratch to a £6million turnover with 40 employees. He is currently working as an independent coach/mentor/advisor in the small/medium-size business sector, specialising in helping the MD/Owners of a wide variety of businesses in very different market sectors to grow and improve their businesses’ performance and profitability.

He now works with business owners to help them achieve their personal and business goals, generally in one of three distinct areas: general growth strategies and plans; franchising as a specific means of achieving rapid business growth; and exit strategies.

He also works as a marketing specialist – de facto marketing manager – for some clients, developing marketing plans and strategies, and more importantly implementing them. As a marketing services business owner, he knows how to get things done as well as what needs to be done.

His strong belief is that the principles of marketing and business management remain the same, no matter what the product or market sector (his business was called Marketing Principles, and his book "The Unprincipled" is a record of events starting, running and eventually selling the business, over 12 or more tumultuous years).

He is a strong team player (a zillion years ago, he played rugby football for Saracens for 10 years, and believe he still holds their all-time points-scoring record.)

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