The
Road Taken
An inside look at a SIPA member, the choices he or she has made on the road
to success, and the challenges ahead.
Robin Crumby, Managing Director, Melcrum Publishing, London, United Kingdom
SIPA: What was your first job out of
college and how did you get into this business?
ROBIN: First job was telemarketing subscriptions and conference places for Armstrong Information, now
part of Informa. I graduated straight into the early ’90s recession, so had to complete a post-graduate diploma in European
Business Administration before I could get work on that first rung of the ladder. I discovered that a degree in French didn't
qualify me for any career in particular, and that there were 65 million French people who spoke the language better than I
did.
Has there been a defining moment in your career?
Perhaps when you knew you were on the right road.
Yes, realizing that I wasn't very good at telesales encouraged me to discover direct mail as an alternative
selling method I could master. Once I saw how well this could work and how “scaleable” this was, I quit my job
and set up Melcrum.
In brief, describe your business/company?
Melcrum is the leading authority on best practices, emerging trends and strategy in internal communication. We advise internal
communication leaders at 69% of the Global Fortune 100 largest organizations and 84% of the FTSE 100. Through our independent
research and executive education, we help internal communicators achieve the rewards and recognition they deserve.
What are two or three important concepts or
rules that have helped you to succeed in business?
First, keep it simple: Information businesses get complicated very quickly, so stick to the formats that work best. Second,
squeeze the lemon: It is always tempting to diversify into other topic areas, but focusing on your core market yields the
best returns.
What is the single-most successful thing that
your company is doing right now?
Building profitable relationships with a select group of very large global organizations.
What are the key benefits of SIPA membership
for you and your team?
SIPA has taught me everything I know about running a specialized information business. The network of entrepreneurs it contains
is second to none.
Where did you grow up?
London, UK.
What college did you attend? Is there a moment from that time that stands out?
I studied French at Bristol University. Key a-ha was realizing that knowing Rabelais and Moliere was never going to get me
very far in life.
Are you married? Do you have children?
Yes, married to Victoria Mellor, the co-founder of Melcrum. We have two children: Jake (7) and Beatrice (3).
What are your favorite hobbies?
I still play field hockey, cycle most days and love sailing dinghies whenever I can.
What was the last book you read and movie
you saw?
Last novel I read was a gripping thriller set in wartime Russia, “Child 44,” by Tom Rob Smith; last business
book was “Purple Cow” by Seth Godin. Last movie I saw was the fascinating “A Single Man” with Colin
Firth.
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