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Craig Poole
recently caught up with 90 partner agencies from around the world
at the 2009 IN international convention in New York.
The New York convention covered global trends in advertising,
digital and new marketing technology and attracted member agencies
from the US, Europe, Scandinavia, Asia, the Middle East, and Africa.
“We’ve been part of IN since 2003. The annual convention allows
us to understand what is happening globally and to hear firsthand
about some great client case studies. It also helps us further
develop strategies for clients looking for support in off shore
markets”.
Meetings were held with our colleagues in China to discuss
Nielsen; Korea to discuss Travelex and India to discuss the
Incredible India campaign. We also spoke to agencies in the US about
retail motoring and fashion trends and reviewed how our partners in
the US and Sweden were integrating Twitter and other social
networking platforms into client strategies.
As well as meeting with partner agencies, presentations were made
by the Global Head of Marketing for both Kodak and Motorola; and the
Marketing Director of discount Spanish Airline, Vueling. Each of
these three case studies offered incredible insight into new
marketing strategies and technologies as well as their
application.
Vueling Airlines has been launched and exclusively marketed via
search and online advertising, each of which feed deep contact
database tracking, analysis and management. The airline now rivals
Ryan Air and continues on its aggressive expansion plan at a
fraction of the budget of more high profile competitors.
The turnaround in Kodak’s business is also an incredible story
and will no doubt be the source of plenty of case study work in the
years ahead. For a business that enjoyed such global prominence
before going into freefall and then completely reversing itself in
the space of 5 years is astounding. Interestingly, the evolution is
continuing at Kodak … Kodak announced recently that they will be
discontinuing the iconic Kodachrome product. To celebrate the life
of Kodachrome they’ve set up a tribute at:
www.kodak.com/go/kodachrometribute
Motorola also has a great story. Whilst most of us know them for
the large ‘brick’ mobile phones that were being carried around in
the mid 90’s, Motorola have massive penetration and incredible
technology within both enterprise and essential services. An example
of the evolution in mobile communication that Motorola is driving is
the ability for Police and Fire Brigade to relay real-time images
from threatening situations to help officers make better decisions -
“instead of worrying about the technology, the only thing emergency
services have to think about is their mission”.
As the IN agency in Australia, Synchromesh, together with
sister business Balance Interactive, is one of 130 agencies who form
part of IN - the world’s largest independent agency network. The
annual convention brings together member agencies to review and
discuss global trends, present new media and marketing initiatives
and further develop shared client campaign activities that might
otherwise be handled remotely. www.in-advertising.com
