The bi-annual MIP events are key marketplaces where ITV Studios negotiate the selling, licensing and distribution of their programming and show formats worldwide. Nearly three hundred shows, formats and other pieces of content are on offer to buyers and ITV holds over 1,000 meetings at MIPCOM alone, so the event is a hugely complex operation. ITV had previously worked with a number of different agencies, to create catalogue content, the catalogue cover and the website. This led to an inconsistent look and feel across ITV’s sales and marketing collateral.
ITV wanted to appoint one agency that could provide a consistency of brand across all touch points and advise on how best to use technology and digital tools to enhance its marketing at the MIP events and streamline some of the sales process. Having just re-branded under their new name they wanted an agency to help implement its new brand and content across a whole range of platforms - both online and offline.
ITV looked into a number of different agencies and appointed ORM London in 2009 to produce all of the marcomms support materials for MIP, involved in everything from print collateral and the website, to the design, graphics and experiential elements on the stand. ORM wanted to create digital elements that would streamline the running and sales processes at the event while also impressing clients.
Because of the large amount of meetings ITV Studios runs and attends at the shows, ORM London started with designing and building a digital content management system to manage the video content and information, together with a Meeting Management application to streamline the management of on-site meetings. The aim was to ensure that the sales team and other staff could focus on interacting with customers. A key selling tool for ITV Studios is being able to show video clips of their content not just at the event but online, so ORM London created an Online Preview website to allow visitors to browse the extensive video content that is also presented in a printed catalogue.
Every meeting at the show is now managed and delivered via a series of 30 touchscreens installed in meeting pods at the stands, which has streamlined the whole process. The system stores meeting notes and passes on meeting information to the relevant people automatically. It can also be used to book additional facilities for example the ordering of DVD screeners for future reference or a table for lunch after a meeting.
The Meeting Management application also gives ITV Studios real-time feedback on how many meetings are being held, what’s being discussed and which pieces of content and programming are attracting the most interest. Because the website is also optimised for iPads the ITV Studios sales team can use them for showing content at meetings away from the stand. The end goal is to have everyone interacting with the online preview so no hard copy catalogues are needed.
ORM London is now in its third year working as ITV Studios’ strategic partner at MIPCOM and MIPTV and is continuing to work closely with the company to evolve its offering at the show. The next step will see the CRM and meeting manager application linked to ITV Studios’ existing internal systems.
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