NEW DIRECTIONS FOR THE INTERNATIONAL MARKETING OF FINNISH DESIGN
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.
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