NEW DIRECTIONS FOR THE INTERNATIONAL MARKETING OF FINNISH DESIGN
18.04.2006 News
The
aim of the project is to improve the visibility of Finnish design both
in international press as well as in important international arenas.
The purpose is to present new designers, companies and success stories
alongside well-known icons of Finnish design. The marketing strategy
currently under preparation is intended to promote the international
competitiveness of design-intensive companies and the design sector as
a whole. At the national level, the aim is to make design as one of the
prime focuses of Finnish creative exports and to seek synergies in the
promotion of other cultural, as well as technological fields.
Needs of the Finnish design sector as a starting point
The
need for intensifying the international marketing efforts of Finnish
design has originated from the Finnish design sector. According to
research done in recent years, the lack of marketing and communication
skills is currently one of the main challenges for the Finnish design
community. According to the study The Impact of Design on Economic Performance (2005,
Nyberg M. & Lindstrom M.) made by ETLA (The Research Institute of
the Finnish Economy), Finland ranks high in the technology related
design know-how whereas know-how related to marketing and communication
is weaker.
Steering group and the working team
For
the project, a steering group has been appointed. The members are: Arni
Aromaa (CEO, Pentagon Design), Eero Miettinen (Design Group Manager,
Nokia), Outi Raatikainen (Communications Manager, University of Art and
Design in Helsinki), Ilpo Santala (CEO/Chairman, Design Forum Finland)
and Eva Torra (Marketing Director, JCDecaux/Finland). Design Forum
Finland is responsible for the strategic planning of the project, in
cooperation with a Stockholm based brand development agency Grow
Partners Ab. Members of the Design Forum Finland working team are Brand
Manager Anna Varakas (project leader), Marketing Manager P ivi Kaira,
PR & Communications Manager Aila Kolehmainen, Project Manager Hanna
Neuvo and Marketing Planner Kristina Noor.
The first stage
of the strategic planning process will be completed by summer 2006.
Practical marketing measures will be undertaken during autumn 2006.
For further information please contact:
Anna Varakas
T: +358-9-6220 8116
C: +358 50 53 88 543
E: anna.varakas@designforum.fi
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