SHANGHAI - WE Marketing Group introduced a new marketing tool during a client seminar titled “Marketing in the New Era”. The agency invited Mr. Hamish Pringle, ex-Director General of the Institute of Practitioners in Advertising of UK, Strategic Advisor to integrated creative agency 23red (Worldwide Partners Inc.’s fellow agency with WE) to make a presentation themed “5 Steps to Effective Integrated Marketing”. The speech earned compliments from more than 50 attendees, representing major local and international brand in China. WE hosted the seminar because they realize marketing professionals nowadays know that integrated marketing communication is critical to business success, but may not know how to do it right. After many years’ research, Mr. Hamish Pringle created a new marketing tool-5 steps to Effective Integrated Marketing. His speech combined advanced international marketing theory with practices of Chinese market and provided the audience with insights of understanding the customer journey, measuring people’s behaviour in life and the media flow, choosing the right channel and content mix and optimising touch points, and above all, applying the ‘Fame’, ‘Advocacy’, ‘Information’, ‘Price’, and ‘Availability’ (F.A.I.P.A.) model in China. WE’s successful campaign for Chery Auto’s new model-ARRIZO 7 was taken as a local example to further illustrate how the 5 steps were carried out. With the rise of media diversification and fierce marketing competition, Mr. Hamish Pringle focused on the effectiveness of communications, which aims at relevance and tuned to customers’ media consumption mode. Kenny Wong, Managing Director of WE Marketing Group, remarked, “Chinese marketers are faced with international competition. Mr. Hamish Pringle brings us an effective tool. We are glad to invite him to China through our Worldwide Partner’s network. We take it as our mission to spread international marketing knowledge and to benefit our Chinese marketers.”