Why we are all in debt to my late friend, Derek Holder

By February 15 2012, 1:01 pm 4 Comments
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Derek Holder did more than educate a generation of marketers in direct and digital marketing. He was a major part of a movement that professionalised our industry. He helped turn a rag-bag collection of entrepreneurs, chancers, writers, media owners and pointy-head data specialists into a professional group of marketers who were respected for the science and discipline they brought to bear to an often flaky industry.

You can see his influence today every time a wide-eyed marketer trumpets the success of a campaign that has only been measured in terms of  ‘likes’ or ‘views’. Where is the ROI? What did you test? What are the lessons? What about the control? Who exactly were you targeting? Did you reach them? Questions more relevant today in the rush to tweet than even they were in the 1990s.

He, probably more than anyone, forced people like me to question what I did and PROVE that what I did worked. And worked better than what had gone before. And in doing so he framed the arguments by which direct marketing became the lead discipline for many major brands. The car companies, the banks and building societies, the insurers, the aggregators, the online retailers and even the charities owe him a huge debt. One which, thanks to Derek’s genuine humility, they will probably not be aware of.

As head of the Institute of Direct and Digital Marketing he inspired a generation of clients and agency principals to rigorously analyse what they did. But despite his championing of intellectual discipline, he was warm and delightful company. And very generous. He was very supportive of us in the early days of BHWG and because we believed in what he was trying to achieve, we would do anything to help him make the IDM an outstanding success. That was the loyalty he inspired.

The IDM is his epitaph. But I also remember a lovely, kind man, who was always ready for a good lunch and hours of fascinating debate, chat and gossip. I am so sad he is no longer with us. I will miss him.

  • Noelle McElhatton

    Professor Derek Holder was a pioneer in the education of marketers. By founding the Institute of Direct Marketing nearly 26 years ago and ensuring it remained relevant in a digital world, Derek was pivotal in the professionalisation of the marketing discipline. His tireless efforts in the cause of educating marketers means he will be fondly remembered by both senior players and the thousands of former students he nutured. My personal favourite memory of Derek was his witty and self-deprecating speech at the IDM’s 20th anniversary ball in 2006.
    Noelle McElhatton, editor, Marketing
     

    • Ruth

      Hi Noelle

      We are all so saddened by the loss of someone who achieved so much and was great man and dear friend to so many.  For my part I am indebted to Derek both personally and professionally for his support in business and life. 

      I’ll miss him so much.

      Ruth Stone

  • Mike Cornwell

    Echo all this Chris. He’ll be terribly missed in many obvious ways as well as less obvious. Anyone who attended the many Student events can testify. RIP Derek, I’ll miss you enormously. Mx

  • juliet hilditch

    Thank you Chris, and yes, Noelle, for all Derek’s influence and achievements, he never once took the credit himself – always quick to acknowledge the efforts and expertise of those who worked both for him and with him. For anyone who would like to add their own thoughts and memories of Derek, or simply to read those of many, many others from across the profession, there’s a dedicted facebook group at http://on.fb.me/wugGPk

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