The Institute of Sales Promotion (ISP) has changed its name to the Institute of Promotional Marketing (IPM).
The new name and corporate identity was officially launched at the ISP Awards 2010, which took place on the evening of May 26th 2010 and which were the last event to use the old ISP identity.
Since it was founded in 1933 as the British Sales Promotion Association, the organisation had always had the term ‘sales promotion’ in its name. But Clive Mishon, chairman of the Institute of Promotional Marketing, says the new name better represents the wide range of marketing and communications activities the Institute’s members do.
According to Mishon, consultation both with members and with the broader promotional marketing industry supported the argument that “the term ‘sales promotion’ limited us because it was more associated with a particular kind of activity in the fmcg and retail industries. They believe that promotions now span all industries and all media channels.”
IPM members are now involved in creating promotional content and developing and deploying behaviour-changing marketing communications across a range of media channels.
Mishon concludes: “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’ from it.”
