What is the link between low cost airlines and Darwin’s theory of evolution? The answer is ‘survival of the fittest’, as proven by the success of easyJet – which along with Ryanair in the UK, has shown that through marketing innovation and ruthless cost cutting a new breed of air carrier can evolve in the marketplace.

This was Tony Anderson’s theme at the recent Kent Annual Marketing Lecture, organised by Business Link and the Kent branch of the Chartered Institute of Marketing, when he recounted his time at easyJet as Marketing Director, from the firm’s conception by entrepreneur Stelios Haji-loannou in 1995.

Mr Anderson explained how easyJet grew as a brand ‘for the many’, how the firm enjoyed the David vs Goliath battle with British Airways and the resulting publicity and how the internet was adopted early on and now accounts for over 98% of easyJet’s bookings.

The lecture drew a crowd of over 150 marketers and colleagues. CIM Kent Branch Chairman, Ian Lockyer said: “Tony Anderson showed us how good marketing makes simplicity a virtue and how low cost does not have to mean low quality. easyJet’s orange revolution has touched most of us and its success is a shining example to all marketers.”

Tony Buddin, Head of Marketing at Business Link, added: “It was a great privilege to hear first hand how one of the country’s great marketing success stories came about. As Tony said, the lessons he shared with us can be applied to all small and medium sized businesses.”

The lecture was also the opportunity to acknowledge the CIM Kent Branch Student of the Year, an accolade won by Neil Wilkins of AXA PPP Healthcare. Neil received his CIM certificate from Ian Lockyer in recognition of having achieved the highest marks of any Kent Student in the CIM’s 2008 Post Graduate Diploma examinations. Neil Wilkins commented: “It is an honour to be named top student in Kent. I would like to thank both the tutors at Golderest Academy and my employer AXA PPP Healthcare, for their invaluable support.”

Future Business Link events include the Kent Annual Management Lecture, which takes place on Thursday 13 November at the Village Hotel, Maidstone. The guest speaker is Geoff Armstrong CBE, who was Director General of the Chartered Institute of Personnel and Development for 16 years. To book a place at the management lecture visit www.eventskent.co.uk or call 01732 878555. Tickets are £22.50 + VAT, to include hot buffet supper and refreshments.

To find out how you can access free and impartial advice at a time to suit you call Business Link’s customer services team on 0845 600 9 006.

For more information on the CIM visit www.cim.co.uk