Leslie Butterfield
NationalityBritish
OccupationAdvertising executive
AwardsCommander of the Order of the British Empire

Leslie Butterfield CBE, FRSA is a British brand and communications expert.

Career

Early career

Butterfield joined the fledgling advertising agency, Boase Massimi Pollitt in October 1975 as a trainee Account Planner.[1] He joined start-up agency Abbott Mead Vickers as Planning Director in April 1980.[1]

Butterfield started Butterfield Day DeVito Hockney in March 1987 with three partners. Initially he was Planning Director, later chairman. The company grew to become a Top 20 UK advertising agency by 2002, securing clients such as Honda, BT, The Cooperative Bank, Harley Davidson, the Labour Party and Mercedes-Benz.[2] In 1998 the agency was sold to Snyder Communications, who in turn were acquired by Havas Groupe in 2000. BDDH was ultimately folded into Havas’ Euro RSCG network in 2003.[3]

Political involvement and work

Butterfield became involved in work for the UK Labour Party in 1985, when he was introduced by BMP's CEO, Sir Chris Powell, to Labour's ‘Breakfast Group’ (chaired by Peter Mandelson).[4] For that group, he conducted a major piece of qualitative research (titled ‘Society and Self’) to evaluate the impact of Margaret Thatcher's policies on voting intentions, and how Labour might respond to this. In his book, ‘The Unfinished Revolution’, Philip Gould (later Baron Gould of Brookwood) described this as “the single most influential piece of research ever conducted for Labour”.[5] Butterfield conducted another major piece of research after the 1992 election, concluding that a much deeper re-assessment of Labour's offer to the electorate was necessary. He undertook further research, and advised on Labour's communications with the electorate, for each of the next three elections, all won by Tony Blair.[6][7][8]

Early Brand Consultancy roles

Butterfield left BDDH at the beginning of 2001 to pursue a career now increasingly focused on brand and communications consultancy. His first venture, Butterfield8, was a new consultancy concept that included himself plus seven partners from brand-related disciplines.[9][10] Butterfield8 was sold to The Ingram Partnership in 2003[11] and Butterfield joined TIP as a partner.[12] in 2006, Ingram decided to close the business and release all partners from their contracts.[13]

Butterfield briefly ran a new consultancy, Butterfield Partners, in 2007-8 – working with Alliance & Leicester (Santander), Bupa, the Cabinet Office and the Liberal Democrats – before joining Interbrand in November 2008.[14]

In recognition of his services to the Advertising Industry, Butterfield was made a Commander of the Order of the British Empire (CBE) in the Queen's 2007 Birthday Honours list.[15]

Recent career

Butterfield joined Interbrand in 2008 as Global Chief Strategy Officer[16][1] and was later promoted to the Executive Leadership team of the company. Based in London from 2008 to 2012, he moved to Shanghai with his family from 2013 to 2015.[17] On returning to the UK in 2015, Butterfield and his partner left their corporate roles to start a new brand consultancy business - Butterfield Harris.[18]

Butterfield also acted as a Non-exec Director in the recipe box business Mindful Chef from 2015[19] until its majority sale to Nestlé in 2020. He was also Non-exec Chairman of the research company, Join the Dots Ltd., from 2017 until 2019.[18]

In January 2022, Leslie was invited to become a Fellow of the Royal Society of Arts.[20]

Books

  • Excellence in Advertising. The IPA Guide to Best Practice.; First edition 1997. Second Edition 1999; Butterworth Heinemann
  • AdValue. Twenty ways Advertising works for Business.; 2003; Butterworth Heinemann[21][22]
  • Enduring Passion. The Story of the Mercedes-Benz Brand; 2005; Wiley'[23]

References

  1. 1 2 3 "Interbrand appoints Butterfield as group chief strategy officer". Campaign Magazine.
  2. ↑ "Agency provocateurs?". Marketing Week. 7 February 2002.
  3. ↑ "BDDH debates future after Havas deal". Campaign Magazine.
  4. ↑ "Politics: The Labour revolution 10 years on". Campaign Magazine.
  5. ↑ ‘The Unfinished Revolution. How the Modernisers saved the Labour Party.’; 1998; Philip Gould; Little, Brown & Co.
  6. ↑ "CLOSE-UP: NEWSMAKER/LESLIE BUTTERFIELD; Perfectionist planner keeps BT at Butterfield Day". Campaign Magazine.
  7. ↑ Rentoul, John (20 June 2013). Tony Blair: Prime Minister. Faber & Faber. ISBN 978-0-571-29987-4.
  8. ↑ "Mandelson's role in Labour's communications revealed". Campaignlive.co.uk.
  9. ↑ "Butterfield fronts new consultancy". Campaign Magazine.
  10. ↑ "Butterfield8 lifts wrappers off revamped youthful TUC". Marketing Week. 19 July 2001.
  11. ↑ "Ingram Partnership buys Butterfield8 to boost strategy". Campaign Magazine.
  12. ↑ "Ingram partnership recruits Innocence founder". Marketing Week. 3 June 2004.
  13. ↑ "Tilley and Butterfield launch ventures as Ingram closes". Campaign Magazine.
  14. ↑ "DoH establishes life stage model for social marketing". Campaign Magazine.
  15. ↑ "Birthday honours: London list". BBC. 16 June 2007.
  16. ↑ "Interbrand recruits Butterfield as strategy chief". Design Week. 7 October 2008.
  17. ↑ "Interbrand's global chief strategy officer Leslie Butterfield relocates to China". The Drum.
  18. 1 2 "Join the Dots appoints branding expert as board chair". Prolific North. 27 June 2017.
  19. ↑ "'Farm to Fork' Healthy Eating Investment Opportunity". BBP Media.
  20. ↑ "LESLIE BUTTERFIELD CBE". RSA.
  21. ↑ "Advalue : twenty ways advertising works for business, Leslie Butterfield (editor) : book review". MFSA Journal of Marketing. 10 (1): 60. 1 January 2004. hdl:10520/EJC75273.
  22. ↑ "CLOSE-UP: ADVALUE - 20 WAYS ADVERTISING WORKS FOR BUSINESS. A new way of looking at the concept of the brand". Campaign Magazine.
  23. ↑ "Mercedes must be magic, not just another car". the Guardian. 15 October 2005.
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