(Invitation-only meeting for ITSMA members)

ITSMA Inner Circle Meeting

Consistency and Adaptation:
Balancing Global and Local Priorities and Perspectives

11 September 2007
18:00 – 21:00 London time

The Don Restaurant & Bistro
London, U.K.

Overview

Most people agree that global organisations should present consistent core values through their global brand but also provide an umbrella under which a degree of localisation can be adopted. However, maximising local effectiveness whilst leveraging scale and ensuring consistency is a balancing act worthy of any circus. Getting the right balance is difficult. Add to this the complex and fragmented nature of the European market and even defining ‘local’ poses its own question: do we mean regional, sub-regional, or country level?

Changes to communication channels and our approach to different markets have compounded the issue, leading marketers to re-evaluate the most appropriate ways to:

• Develop and drive marketing strategy and plans
• Distribute leadership and associated decision making
• Organise and allocate resources across geographic boundaries
• Ensure consistency in the customer experience whilst listening and responding to the local voice of the customer

This invitation-only meeting will focus on these and other issues faced by ITSMA member companies operating in Europe and will provide an opportunity for senior marketing executives to discuss key challenges with their peers in a small, group setting.

Participation is by invitation only. If you would like to discuss who might be eligible to participate from your company, please contact Victoria Keen on +44 1892 523060 or at vkeen@itsma.com.

Your Facilitator	[TOP OF PAGE]

Robert Bailey
Managing Director, ITSMA Europe
rbailey@itsma.com

Robert leads ITSMA Europe's programme of events, education, research, and consultancy, all designed to keep members at the forefront of marketing practice.

Robert brings over twenty years of international marketing and business development experience to the position. Prior to joining ITSMA, he held numerous senior-level positions at SITA, a leading global telecommunications and IT services company serving the airlines, travel, and transportation sectors. Prior to SITA, he held general management positions at Galileo International and Swissair Group.

Location and Event Information	[TOP OF PAGE]

Event Date:	11 September 2007
Event Time:	18:00 – 21:00 London time (dinner included)
Member price:	No Charge
Non-member price:	This event is open to ITSMA member companies only.
Event Location:	The Don Restaurant & Bistro
	The Courtyard 20 St Swithins Lane London, EC4N 8AD tel: 020 7626 2606 www.thedonrestaurant.co.uk
	For additional information, details or assistance please contact Victoria Keen on +44 (0)1892 523 060 or at vkeen@itsma.com.

About ITSMA
ITSMA specializes in helping companies market and sell services and solutions. As a membership organization, we work with the world's leading technology, communications, and professional services firms to generate new business, strengthen customer loyalty, and increase brand differentiation. Through research, consulting, training, and community we provide the insight companies need to improve marketing impact, sales performance, and business results. ITSMA is based in Lexington, Massachusetts, and has offices in the United States, the United Kingdom, and Japan. Learn more at www.itsma.com.