IBI Webinar

In the current economic turmoil where the global market worsens daily and concerns about the economy grow, the “Marketing in a downturn” Webinar was IBI’s response to the changing environment in the market and the need to increase confidence within our clients in these difficult times.

The aim was inform people of the current environment, and educate them as to why sustained marketing and advertising in a downturn is a good idea. Secondly, with companies reining in marketing and especially advertising budgets the challenge was how do we ensure we retain and increase advertising spend across the business?

The answer was a webinar to help us effectively:

  • provide independent advice from credible industry leaders
  • be seen as giving something back to the industry
  • give companies confidence and tools to keep on marketing/ advertising
  • open up channels of communication to new and existing clients about something that will interest them
  • provide quantifiable knowledge to support marketers decisions with bosses


The Webinar covered a number of areas of interest:

  • How to refocus your offering and advertising message to achieve maximum appeal in the current climate.
  • How to spend effectively and generate the best possible ROI.
  • How to maximise your marketing budget.
  • Why continued marketing is important to maintaining business as well as expanding your client base.
  • How continued advertising will help to improve your competitive position

We purposefully selected speakers at the top of the marketing profession; Dr John Quelch, Professor at Harvard Business School and; Paul Dickinson, Global Sales and Marketing Director for Virgin Atlantic ensuring the message was credible on a global scale and independent.

The webinar was then offered as a free to participate to all IBI advertisers and other interested parties. The response to the Webinar was overwhelming. Please click on the links below to view the speaker presentations.

Click here to download the whitepaper and audio file
NOTE: We are currently experiencing technical difficulties with the new recording of the webinar.  An older version is temporarily uploaded for your perusal.

Paul Dickinson Paul Dickinson - Director Of Sales And Marketing, Virgin Atlantic
View his presentation

Paul Dickinson is Director of Sales and Marketing for Virgin Atlantic and has global responsibility for sales, marketing, e-commerce, contact centres and customer relations. Paul joined Virgin Atlantic in November 2001 as Sales and Distribution Director.
Paul previously worked for the RAC as Director of Sales and Marketing, Granada PLC as Director of Sales and Marketing for Air Travel Group, Air Miles as Travel Products Director and Visa International as Marketing Manager Travel and Entertainment.


John Quelsh Professor John A. Quelch - Lincoln Filene Professor of Business Administration at Harvard Business School
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Professor Quelch is the Lincoln Filene Professor of Business Administration at Harvard Business School. Prior to this he has been the Dean of London Business School and the Sebastian S. Kresge Professor of Marketing and Co-Chair of the Marketing Unit at Harvard Business School.
Professor Quelch’s research focus is on global marketing and branding in emerging as well as developed markets. He has written over 25 books in this area and developed countless teaching materials related to innovations the pedagogy.  Quelch’s research focus is on global marketing and branding in emerging as well as developed markets. He is also an independent director of 12 publicly listed companies including a non-executive director of WPP Group plc, Pepsi Bottling Group, Gentiva Health Services and Inverness Medical Innovations Inc.