A working party was set up in 1973 and several senior fellows of the Institute of Marketing subsequently helped gain the support of the Court of Aldermen in the City of London for establishment of a guild.

[4][citation needed] One of the most important roles of all livery companies is their charitable work, and the support and recognition given to education and the achievement of excellence in their profession or craft.

The trust also makes donations each year to the lord mayor's chosen charities and through advice from its Almoners, also provide assistance to members and their dependants who are in need.

As well as contributing financially to good causes, members who have skills and expertise are also encouraged to engage in voluntary outreach work giving practical marketing help and professional advice.

[citation needed] Formal occasions which are held in City livery halls or the Mansion House include several annual dinners or luncheons, and a banquet in honour of the lord mayor.

Following a livery tradition, many companies maintain close supportive links with units of the armed forces and the Marketors adopted 151 (London) Transport Regiment, Royal Logistic Corps.

As a secondary agenda, the TLG takes opportunities to promulgate the basics of good practice to external audiences which lack such knowledge, working with other company committees.