Minutes With: Pat Fallon, Brand Marketing Genius

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Minutes With: Pat Fallon, Brand Marketing Genius

机译：会议记录：品牌营销天才Pat Fallon

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Pat Fallon founded Fallon, a highly regarded global adver-tising agency, in 1981. Today he works to nurture the creative company's culture while continuing to spend most of his time working on clients' business. He is known for reiterating the importance of marketplace accountability as the ultimate measure of success. HOTELS was able to get a few minutes of his time recently to discuss hotel brand marketing and his agency's work on various IHG brands, including the oft-discussed Holiday Inn Express "Stay Smart" campaign. You've worked with Holiday Inn since 1996. How did you win the brand's business? Six to seven agencies were competing, it came down to two, and we [got it]. Why? The passion we had for the brand, and the fact that many of us were users of the brand (we weren't faking it) and the client held that in previous relationships agencies were 'too good to use the Holiday Inn brand.' I think we had a strong sense and surprisingly deep understanding of the brand and what it represented. Plus, I'm very good looking.

机译：帕特·法伦（Pat Fallon）于1981年创立了享誉全球的广告代理机构法伦（Fallon）。如今，他致力于培养创意公司的文化，同时继续将大部分时间用于客户业务。他以重申市场责任作为成功的终极衡量标准的重要性而闻名。最近，HOTELS可以抽出几分钟的时间讨论酒店品牌营销及其代理机构在各种IHG品牌上的工作，其中包括经常讨论的Holiday Inn Express“保持智能”活动。您从1996年开始在Holiday Inn工作。您如何赢得该品牌的业务？六到七个代理机构在竞争，后来降至两个，我们[明白了]。为什么？我们对品牌充满热情，而且我们很多人都是该品牌的用户（我们并不伪造），而客户则认为，在以前的关系中，代理商“太好了，无法使用Holiday Inn品牌”。我认为我们对品牌及其代表的含义有深刻的理解和令人惊讶的深刻理解。另外，我很好看。

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《Hotels》 |2009年第3期|p.22|共1页
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中图分类生活服务技术;
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Minutes With: Pat Fallon, Brand Marketing Genius

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