THE CHALLENGE

Working closely with global relationship marketing firm Carlson Marketing Group, ICON was asked to come up with a concept that would help create a powerful reputation for the organisation as an industry leader and pioneer.

THE SOLUTION

Subsequently, ICON developed an initiative called the "Industry Leaders Roundtables", a regular series of roundtables co-hosted by Carlson Marketing Group and influential industry magazine AdNews.

The roundtables were invite-only sessions attended by some of the country's leading marketers and facilitated by Carlson executives. The forums canvassed topical - and often controversial - marketing issues in a three-hour forum and were then published as detailed white papers within the pages of AdNews.

THE RESULTS

A great deal of interest in the forums - and follow up debate - was fuelled by the publication of the white papers which provided high quality exposure for Carlson and successfully profiled the company as a thought leader in its space.

The roundtables also helped reinforce Carlson's reputation among key vertical markets and created new business opportunities by building relationships with prospective clients.