Hi-tech agency A Plus is investing in an international marketing
group to encourage IT companies to tailor marketing and PR strategies to
the needs of local markets.
The Foundation is co-sponsored by A Plus, IT and telecomms company
Spikes Cavell and Co, design consultancy Encoda, IT events group Miller
Freeman and VNU Business Publications and will bring together
representatives from international IT for its first forum in May.
A Plus managing director Mike Copland explained The Foundation was set
up in response to critictism of the IT industry for adopting US
strategies without analysing their relevance in Europe. ’The climate in
the US is ahead in terms of PR friendliness and willingness to use it as
a tool,’ he said. ’One of the challenges is to get it seen as part of
the marketing mix.’
Quarterly events will be held throughout Europe, with meetings planned
in Scotland and Switzerland later this year.