A Plus builds The Foundation for IT

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.

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.



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