Organisers of the showpiece advertising congress taking place in
London this summer are taking the unusual step of running a major
above-the-line campaign to boost delegate numbers.
A poster and press offensive will promote the Inter-national Advertising
Association’s London congress as a ’must’ for marketing and advertising
Its importance is emphasised in a 98-sheet poster on London’s Cromwell
Road, bearing the message: ’June 6-9. The future of advertising will be
decided. With or without you.’
The poster is the precursor to a campaign carrying the conference
message across Europe via trade press and business titles.
It was written by Simon Anholt, the founder of World Writers and one of
the conference speakers, at the invitation of Adrian Vickers, one of the
founding partners of Abbott Mead Vickers BBDO and the president of the
IAA’s UK chapter.
Up to 2,500 delegates are expected at the conference. David Abraham, who
heads the programme committee, said: ’We’re having to turn would-be
sponsors away because we’ve had such a large response.’
Nicholas Negroponte, the internet guru; Germaine Greer; the NATO
spokes-man, Jamie Shea; the WPP chief executive, Martin Sorrell; and
Elisabeth Murdoch, Sky’s managing director, are included in the line-up
Anholt said: ’We decided on an above-the-line campaign because the
conference will feature some of the most influential people in world
communications and will be different to others where you listen to
somebody mouthing off in a darkened room and leave it none the wiser.’