DIARY IMM 2010
Everyone knows that the client wants it all and is always right...
Innovative solutions? Check. Delivery at the lowest cost? You bet. Maximising sales and awareness? Of course. If any of the industry’s up-and-coming
stars that attended this year’s IMM thought this wasn’t the case then they were in for a rude awakening. M&M’s annual training course saw a
brief delivered by a real-life client for the first time. Attendees were split into groups and handed the task of devising and presenting a three-year communication plan for internet tech specialist Cisco. Teams hoping to make the final
shortlist needed to find a way to reach Cisco’s three core audiences: consumers and decision makers in both business and corporate technology. A successful campaign would identify a core audience and effective media channels while maximising sales and awareness. Think that sounds simple? Fortunately, Cisco’s head of brand and
awareness in Europe, Andrew Sibley was on hand to guide delegates in the right direction. They were also armed with insight from a host of expert speakers from the likes of ZenithOptimedia, Accenture and the Financial Times along with mentors such as OMD’s Debra Isaacson, PSI Posterscope’s Robin Hall and Philip Monzi from Nokia. On the first morning, Anamoly’s head
of communications planning Tom Himpe highlighted some of the pitfalls that international planning presents. For Himpe, it is sometimes better to
devote ad spend in a targeted way rather than spread it across all media channels. “By focussing a disproportionate
amount of marketing and media budget on particular solutions, you can create a strong sense for your product and target audience,” he said. The course’s most successful
groups would go on to showcase this understanding by focussing on a single product or message that could feed into Cisco’s other products and services. With a brief that pinpointed the use of social media, the power of earned
12 M&MJULY EZINE 2010
After two busy days working through the Cisco brief in their teams, delegates were able to put their competitiveness aside for a glass of wine in the evening. However, all the fun and games proved too much for one delegate who spent the evening falling asleep on people’s laps.
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JULY DIGITAL EXCLUSIVE
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