The new name and corporate identity will be officially launched on May 26th 2010, at the ISP Awards 2010, which will be the last event to use the existing ISP identity.
From then on, the Institute will take on its new name – a name that better represents the wide range of marketing and communications activities the Institute’s members do, says chairman Clive Mishon.
The decision to change the name was taken at an Extraordinary General Meeting of the Institute, held on 25 February. The “overwhelmingly positive” vote in favour of the change far exceeded the 75% required by UK company law.
The decision took many months, but the “overwhelming view” from members and the industry was that the term ’sales promotion’ was limiting given its association with the FMCG and retail industries.
“Changing our name underlines the fact that promotions are about more than sales. Promotions are a part of the marketing communications industry and not ’apart’,” Mishon explains.
“Promotional marketing is present in all media channels, particularly digital, but also the experiential and motivation disciplines. So, for many of our members, it is long overdue for the name of their trade association to change to reflect this broadening market.”