60 second interview: Yahoo! head of marketing for Europe James Tipple

James Tipple, head of marketing for Europe, Yahoo!

Yahoo! head of marketing for Europe James Tipple
Yahoo! head of marketing for Europe James Tipple

Do creative events go out the window in the downturn?
An economic downturn forces you to think more creatively to get your budgets and communications messages to work harder. This means you can run events in a more creative way without spending more of your budget.
 
Are you integrating more technology into your events?
At the Mobile World Congress in Barcelona this year we had a ‘pick and mix' sweet stand event in which people could choose what they wanted and put them into a bag. This was ahead of our web portal relaunch where we have opened up people's homepages so they can out whatever sites like Facebook or the BBC on there. It worked really well and we got the message across.

More or less events in 2010?
We are about to go into 2010 planning now so I can't confirm how many or what events we will be definitely attending next year.
 
What's on the radar?
The big events that are on our radar are the Mobile World Congress, Digital Marketing Exposition and Conference (Dmexco), and digital IT and telecommunications tradeshow Cebit.
 
Internal or external?
In each of our markets there are specific times when we do external events for our key customers. In Spain we do an event in May and we do a ‘back to school' event in France. We also do a quarterly ‘all hands' event for staff, which is an opportunity for our European chief executive and his team to have a video conference with staff.

For more Big Brand Strategies, see C&IT's focus with Yahoo!, Domino's, Peugeot and more.

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