Ian Spero - Spero Communications Ltd
Ian Spero is founder and managing director of Spero Communications Ltd, widely recognised as a leading authority on brand development through cultural and affinity marketing.
Following success as an independent film producer, Ian Spero founded Spero Communications in the USA and brought the company to the UK in 1986 and to France in 1997.
Taking a consumer-centric approach, Spero has excelled in creating dynamic sales and marketing channels (Live Brand Experienceâ) which take full advantage of new developments in media and technology to enable brand, media and rights owners to collaborate together with retail partners to achieve competitive advantage and a cost effective return on investment.
Spero Communications has created successful campaigns for many blue-chip clients including: American Airlines, the Automobile Association, Air France, Carte Noire, Coca-Cola, Disneyland Paris, Galeries Lafayette, Mercury Communications, Nortel, Shell, News International . . .
Spero has furthered its agenda by developing a proprietary communication platform called BigTime™, which enables brand owners to effectively engage with the elusive, yet affluent youth market.
A regular contributor to conferences, seminars and anthology, as well as to radio and magazines on brand communications issues and commercial partnership marketing issues, he also advises NGO’s and governmental organisations, such as the British Council, Council for Europe and the Brazilian and French governments, on sponsorship and plural funding issues.
Research studies produced by Spero include ‘Sponsorship into The Millennium’, an analysis of the benefits of sponsorship, and the recent study on emerging youth trends, ‘Agents of Change – Teenagers: Mobile Lifestyle Trends’.
Industry commendations have been received from, among others, Metro Dade County (Miami) for services to tourism, the New York Festival for film and video, the International Public Relations Golden World Award, the IPR Sword of Excellence and the PR Week Award for ‘Best Use of Sponsorship’. In April 2003, Spero won Revolution Magazine’s ‘Best Integrated Marketing Campaign’ for the promotion of Oasis’ new album release ‘Heathen Chemistry’ using the BigTime Multimedia System, which broke sales records for the newspaper and helped the band sell 30,000 extra albums in the week of release.
Spero has enhanced the BigTime programme to include BigTime.TV – a fully interactive broadband enabled web TV environment that provides access to a spectrum of one-to-one channels. Designed to meet the interests and needs of target audiences, BigTime.TV is aligned to lifestyle-related concessions provided by Spero’s network of over 400 cultural organisations, including event organisers, club owners, museums, galleries, theatres, independent cinemas and performing arts venues.
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