The Institute of Sales Promotion is changing its name to the Institute of Promotional Marketing, a name which chairman Clive Mishon says better represents the wide range of marketing and communications activities the Institute's members do.
The decision to change the name was taken at an Extraordinary General Meeting of the Institute, held on February 25th 2010. The overwhelmingly positive vote in favour of the change far exceeded the 75% needed by UK company law.
Clive Mishon, chairman of the ISP (pictured left), says:
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"We spent many months taking soundings right across the communications industry. The overwhelming view of members and the industry at large is that the term 'sales promotion' limits us because it is more associated with activity in the fmcg and retail industries. They believe that promotions now span all industries and all media channels."
"The feedback we got was that the term 'promotional marketing' better represents the broader role that promotional content plays in the strategic development and deployment of behaviour-changing communications within the marketing communications industry."
"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."
"Changing our name from the Institute of Sales Promotion underlines the fact that promotions are about more than sales. Promotions are a part of the marketing communications industry and not 'apart'."
"So now it is time for us to be known as the Institute of Promotional Marketing."
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 that date, the organisation will be officially known as the Institute of Promotional Marketing, or IPM for short.
The ISP was originally founded in 1933, as the British Sales Promotion Association. It later became the Sales Promotion Executives Association, and then, in 1979, it changed its name to the Institute of Sales Promotion.
