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Lakeland's marketing secrets at county event

Tony Preedy, Director of Marketing & International Development at Lakeland
Tony Preedy, Director of Marketing & International Development at Lakeland

Lancaster University will host a CIM event on February 22 featuring Tony Preedy, director of marketing and international development at plastics and homeware firm Lakeland.

He will give an insight into the successful marketing operation of the company which was originally founded as a mail order business by Alan Rayner in his Windemere garage.

It developed from supplying agricultural plastics and home-freezing products into Lakeland Plastics selling creative kitchenware products.

In 1997 Lakeland Plastics changed its name to Lakeland Limited to reflect its changing product lines.

Tony (pictured) said: “The event will cover how we create content and then publish it through digital and physical channels, the values that underpin the Lakeland brand and therefore everything that we do to introduce our extraordinary products to customers and the wider public.”

He will also talk more generally about the five guiding principles for decision making.

The event, sponsored by The Candidate, is titled ‘Turning data into cash’ and is open to all. Visit http://regions.cim.co.uk/events for more.