| Following Tim was the Global Research Director for Microsoft, Beth Uyenco. She updated the group on the fast moving world of Net 2.0 and showed samples of how companies are using the internet to reach customers in new ways.
Staying with the digital theme, Rafael Arteaga from the ICOM agency in Puerto Rico, Arteaga & Arteaga, introduced a new division of their agency, CHAT. CHAT specializes in marketing to young customers using social media, FaceBook, My Space, etc. Rafael invited all ICOM members to use the CHAT resource to help their clients.
The business day finished with a discussion of how members were preparing for a tough 2009 lead by the North American Regional Director, Bob Morrison.
In the evening the group walked down to the historic old water front to sample some of Boston’s famous seafood.
The second day started with a spirited presentation by Professor Larry Powell from the University of Missouri School of Journalism. He talked about the “YaYa’s” the 18 to 24 segment of the population that is just entering the work force. Larry helped us understand how they view the world and how they use digital media to communicate and build their communities. These are the digitally-savvy young people that all of our agencies will be needing in the future.
Linda Gonzalez of our Miami agency, ViVA, then told the group how her agency is working with other ICOM members, C-K and Turtledove Clemens, to help their clients reach the fast growing Hispanic market. Hispanics now represent about 13% of the US population. She showed examples of how her agency took general market campaigns and adapted them to effectively reach the target audience.
The final speaker was Robb High, the new business “guru” and regular contributor to THE GLOBE, who took the group through the “10 Common Mistakes that Agencies Make in New Business”. Judging from how fast people were taking notes I think some of those mistakes were familiar to more than a few.
In addition to all this there was still time for two new members of the region, Moller in Mexico City and Square One in Dallas, to introduce themselves.
Next year the North American regional meeting will be in Chicago hosted by Cramer-Krasselt.
Gary Burandt
ICOM Executive Director
burandt@icomagencies.com
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