New York City: Lecture - Winning and Keeping Customers

An invitation to AFLSE members from the London Business School Club of New York

"Simply Better” – Winning and Keeping Customers By Delivering What Matters Most

Join the London Business School Club of New York for a short presentation by Paddy Barwise, Professor of Marketing and Management at London Business School on "Simply Better - Winning and Keeping Customers by Delivering What Matters Most", the title of Paddy's book, published by Harvard Business School press in September 2004. Paddy features JetBlue for their exceptional execution of customer service as a winning marketing tactic, so after Paddy's presentation, we will have a "real world" discussion of Paddy's ideas in a “Town Hall” forum with Tim Claydon, Senior Vice President, Sales and Marketing, JetBlue Airways, and Brian Flatow, Senior Vice President, The Ad Store, Inc. (Jet Blue’s Advertising Agency).

Monday, 18 April – 6:30pm
The Penn Club
30 West 44th Street, between 5th and 6th Avenues.
$50 per person, London Business School alumni, AFLSE members and alumni of NYBSC member schools
$55 per person, guests
Includes wine, beer, soft drinks and hors d’oeuvres.
To Register – Click Here
Deadline for sign up – Thursday, 14 April 2005. Unfortunately, we cannot accept walk-ins on the night.
For more information, please contact the London Business School Club of New York at

6:30pm – 7:00pm - Registration, networking
7:00pm – 8:30pm – Program, including presentation by Paddy Barwise, discussion and Q&A/debate
8:30pm – 9:00pm – Networking continues.

"Simply Better" - The Premise
For years, managers and marketers have been told that the surest route to winning and keeping customers was to give them something no one else could. They were told to innovate, revolutionize, think outside the box, break the rules, and above all, differentiate or die! But while companies were busy working on better “bells and whistles,” customers were still waiting on hold, receiving bad customer service, and dealing with products that don’t work. In a world in which customers have more choices than ever, they are still as dissatisfied as ever. What are companies doing wrong?

In his new book “Simply Better”, written by Paddy Barwise, Professor of Marketing and Management at London Business School with Seán Meehan, Professor of Marketing and Change at IMD in Lausanne, Switzerland, and published by Harvard Business School Press, argue that customers have much lower expectations than we think and that companies have gone so far trying to differentiate themselves that they’ve often neglected the basics.

On 18 April, Paddy Barwise will present his “Simply Better” concepts and then join in a “Town Hall” discussion with Tim Claydon, Senior Vice President – Sales and Marketing, JetBlue Airways, and Brian Flatow, Senior Vice President, The Ad Store, Inc. “Simply Better” praises JetBlue’s accomplishments: “Combining low fares with good customer service can be compelling if well enough executed. Jet Blue has focused on service, actively cultivated loyalty and benefited from the positive word of mouth associated with good customer experiences.”

Speaker Biographies:

Paddy Barwise
Patrick Barwise is Professor of Marketing and Management at London Business School. He joined the School in 1976 having spent his early career with IBM. His many publications include the books Television and Its Audience, Accounting For Brands, Strategic Decisions, Predictions: Media, and Advertising in a Recession, as well as numerous academic papers, reports, and practitioner articles on strategic investment decisions, brands, consumer and audience behavior, marketing expenditure trends and new media. Professor Barwise has held a range of management roles at LBS, including Faculty Dean, Director of Alumni Affairs, Director of the London Executive Programme, and Chairman of the Future Media Research Programme.

His outside activities comprise consulting, applied research, executive development, and pro bono work, including three years as Deputy Chairman of the UK Consumers' Association. He is currently an advisor on audience research for Ofcom, the new UK communications regulator. He is also a frequent conference speaker and an experienced expert witness who has been involved in commercial and competition cases in London, Washington, Brussels, Paris, and Milan. Professor Barwise holds a Masters in Engineering Science with Economics from Oxford University, an MBA from London Business School, and a Ph.D. in consumer behavior from London Business School. For more information on Simply Better, visit

Tim Claydon
Tim Claydon is the Senior Vice President of Sales and Marketing for JetBlue Airways, the New York based low-fare, low-cost airline. He has served in this capacity since July 2003 when he was promoted from Vice President of Sales and Business Development, a position he had held since joining the company in February 2001.

In his role, Mr. Claydon is responsible for the oversight of JetBlue's Sales and Marketing, Revenue Management, Schedule Planning and Reservations departments. He was also responsible for the management of JetBlue’s Information Technology department from July 2003 until this year. During his tenure, JetBlue has successfully grown from the early days of a “start-up” carrier to official Major airline status, which it achieved in January 2005 after reaching annual sales of more than $1 billion. His efforts were recognized as “Advertising Age’s Marketer of the Year” in 2003.

Before joining JetBlue, Mr. Claydon spent more than 17 years in the airline/travel industry. Most recently he served as the Senior Manager of Supplier Relations with Expedia, Inc., from 1999 to 2001. From 1988 to 1999, he held various sales and marketing management roles at Virgin Atlantic Airways, both in the UK and US, including Vice President of Sales and Marketing, North America. From 1986 to 1988, Mr. Claydon worked with Japan Airlines in London within a sales capacity. His career started in 1983 with UK-based Dan-Air London

Mr. Claydon currently serves on various advisory boards within the travel sector, including The Masters Program, which is affiliated with The National Business Travel Association (NBTA). Educated in the UK at the Ingatestone – Anglo-European School, he currently resides with his wife and son in Westchester County, NY.

Brian Flatow
As the oldest of four he grew up bossing around his siblings and, as Senior Vice President, continues to do the same with his Ad Store brothers and sisters – although he believes he’s learned to work and play well others.

Brian is responsible for the day-to-to day output of the agency, the business side of the business and occasionally feeds the agency cats. Brian is a founding member of The Ad Store and counts to his creative credit numerous campaigns for JetBlue Airways, Alitalia Airways, Mike’s Hard Lemonade, Lowes Cineplex Entertainment, Hanes Hosiery, Hard Rock Café and the multi-borough Maurice Garment Care chain of dry-cleaning establishments. Brian was born in Princeton New Jersey, but that’s as close as he ever got to Ivy League.