Rewriting the Rules of Marketing: Creative Finnish

"Rewriting the Rules of Marketing: Creative Finnish" is a set of internationalisation initiatives for the Finnish commercial communications industry produced by MTL Finland. The first launch of the programme was at Clio Festival 2008, Miami Beach, FL, USA in May 2008.  

MTL Finland @Clio 2008 

MTL Finland presented 3 cases [FMCG, B2B, Services] at the Clio Festival 2008, Miami Beach, on 15/5/2008 under the theme of "Rewriting the Rules of Marketing: Creative Finnish".

A US and international audience of 200 attended and got in-depth accounts on the case of HK Potku by TBWA\PHS and TBWA\Tango, where a new consumer segment representative of lad culture was discovered and led to the innovation of a new subcategory between meals and snacks of packaged meat, pushing a declining category back in black.

The next presentation lifted the audience high: SEK (Grey) had a radical approach in order to triple the sales of replacement elevators of Kone by focusing on end users instead of the usual construction managers, crystallising the message to "50 % is a lot more".

Finally, Taivas and Ego (Ogilvy) has revolutionised the entire real estate agent business in Finland with an innovative web-based service giving the power to the people by enabling them to earmark desirable dwellings as well as experiment sales with silent sales. A media buzz soft launch was followed by exceptional means of traditional advertising. The client, Igglo, is actually a spin-off from the agencies themselves.

The Showcase Team Finland is featured on the photo: from left, Jere Teutari (TBWA\PHS), Antti Lauslahti (HK), Lauri Gulin (Taivas), Lauri Toivonen (SEK) and Markus Leikola (MTL). The 11-strong Finnish delegation was an outcome of the first project in MTL Finland's internationalisation programme.

For more information and case contacts, you can download the presentation summary here:
>MTL Finland @ Clio 2008 summary (pdf 1.5 Mb)  

Photos: Pekka Mustonen