MICE lures former agency director

MICE International has recruited former Imagination strategy and planning director Andrew Haigh to fill the newly created role of global account director for its Motorola account. Haigh will oversee all aspects of the Motorola account, business that MICE International has held since 1999. “The plan is that I bring a more strategic approach to the handling of the brand, but in a way that delivers practical and functional results-based programmes. It’s not strategy for strategy’s sake,” Haigh said. The agency’s Motorola team is based in the UK, but will deliver executions around the world. Recent projects include a retail roll-out in Moscow and the development of a 650sqm Motorola Innovation Centre brand experience at its Illinois headquarters. MICE International has also been responsible for Motorola’s exhibition activity, such as the CeBIT technology show, and experiential work such as the five-month MotoFunk tour, which targeted the European youth market. Haigh added that the brand was looking to increase its experiential activity. Haigh’s position at Imagination has not been filled following a restructure that saw the strategic planning team integrated into the company’s global brand communications offer. Kenny Holmes who joined from design company Landor in September is heading up the team. “From my perspective, one of the reasons I’ve come to MICE International is that I see a solid opportunity to develop a strategic role within the experiential team,” Haigh said.

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