10 minutes with Margot Parker.

This month we focus on an industry guru who's determined to ensure the EU works for industry and not against it!

Margot Parker has been a board member of the BPMA (British Promotional Merchandise Association) for 14 years, she has been honoured with a Fellowship, and for the last 12 years has been Spokesperson on European matters for the Association.

She also runs Eurocom-Consult.com, offering updates on, and explanations of, current legislation, forthcoming legislation and in-depth research on European issues for companies in the promotions industry and the wider business community.

Margot has become a well-known and respected figure in EU parliamentary and lobbying circles, particularly in relation to the promotional, marketing, food and fragrance industries. Now she's hoping to become even more involved in the EU, but before we go into that, we'll find out more about Margot's role in the promotions industry and get her to reveal one little thing about herself that colleagues in the promotions world would be surprised to hear!

Q. How long have you been involved in the industry?
A. 14 years.

Q. How did you become involved?
A. When I was working for an American company offering telephone cards, I realised the promotions industry was an excellent target market. So, I joined the promotions industry's trade association, the BPMA, to find out more about the industry and meet the movers and shakers.

Once I'd accomplished that, I decided I had a contribution to make to the Association, so I joined the board and with my interest in pan-European promotions, I quickly took on the role of European Spokesperson.

Q. What has changed about the industry since you joined?
A. There is no doubt that technology has had a major impact on this and every other industry. E-marketing has to some extent taken over from on-the-page promotion. That said, I'm a big advocate of exhibitions. You can select a number of products from the web, but if it's a big project you need to visit an exhibition to see and feel the products, and meet the various suppliers to find out which one suits your way of doing business.

Without question you need to ensure that any products destined for mainland Europe adhere to EU directives and legislation and sadly, there are still companies that don't even know what those directives are, let alone how to adhere to them.

Q. What further changes would you like to see?
A. Education and accreditation are both excellent ways of maintaining and raising standards in the industry. It's already started with the BPMA's Academy. But the bar needs to be raised to a standard where education is a part of every company's culture. Well-trained employees give a quality service.

Q. What do you like most about the industry?
A. Being an avid reader of Promo e-news, I know that lots of interviewees have said it's the people they like most and I must agree with this. There are such colourful characters, a rich tapestry of individuals who all have their own special qualities.

It's also always nice to see a new product or new way of promoting and its great to be part of it all.

Q. Who do you admire/respect most in the public eye?
A. At the moment, I'd have to say it's America's First Lady, Michelle Obama. I admire the way she connected with everyone from the school kids to the Queen. She demonstrates a natural charm and ease with everyone.

Q. What's your typical office day?
A. I think 'exciting and diverse' is a polite way to describe chaos! Not the sort of chaos that you can't handle, but the sort of chaos that you have to have a very nimble mind to deal with. I have recently been asked to write for the Outreach and Training unit of the FBI on IPR (Intellectual Property Rights) from the European Perspective, so I could be working on that, then the phone rings and I might have a query from the BPMA on the proposed new legislation to replace the 1988 Toy Safety Directive. I'm constantly combing the web for information, and I'm constantly adding information to the web in the form of articles and blogs. I frequently write articles for UK and European business magazines too, which require research.

Q. It all sounds very busy, so what do you like to do to relax?
A. I go home and have a bit of 'me time'. I love to read the papers – you see, I'm not totally against printed media! One of my biggest pleasures is socialising with family and friends. I also love concerts, travel and meeting people, but politics is my passion.

Q. Tell me something about you that nobody in the industry knows?
A. That's a very timely question, as this is breaking news. I've just been informed that I have been selected to stand as an MEP for the relatively new pan-European Libertas party, representing the East Midlands region of the UK, with elections on 4 June.

The research I've done on European regulations on behalf of trade associations and individual companies has allowed me to see that 8 out of 10 laws that effect us in the UK are made in Brussels. That figure stopped me in my tracks some years ago! So now I'm hoping to be at the coal-face, doing my bit to ensure we in the UK have our say on laws that impact on us.

Libertas is a pan-European and pro-European party, with members standing in all 27 member stands. The party stands for reform in Europe and it's a party that gives ordinary people, such as myself, a chance to stand for election in the EU. They are not necessarily looking for career politicians, so it gives everyone a chance.

I believe that with the knowledge I have of the promotions industry, I could serve the industry really well from a European prospective. I know the problems and I want to see a better opportunity for all companies in Europe to compete across the boards, with less red tape.

I'm keen to get involved. If you ignore democracy, democracy will ignore you … and you'll lose it!

Margot Parker
Eurocom-consult.com

Editor's note:
In the interests of being fair to all political parties, if you are involved in the promotions industry and you are standing for election or have a political point to make that's relevant to the industry, then let me know.
Carole Bull
Editor

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