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 MCEI began as the S.P.E.A. (Sales Promotion
Executives Association) in America. At the end of 1954, Stanley
Goodman, Irvin Towers and some colleagues decided to create in New
York a "think tank" open to the top executives of
companies interested by sales promotions.
During the Second World War the American industrial production
was concentrated on the armament in the broad sense of the word
(weapons, ammunition, armoured vehicles, aircraft etc). After the
hostilities, the United States government moved gradually out of
this wartime type economy in order to meet the essential needs of
the consumers. Factories were reconverted into production of
"civil" goods (cars, equipment, household, toys,
construction etc). Initially the consumers wanted at all costs to
forget the days of war and to compensate for the market
restrictions, It was a true economic revival causing a considerable
increase in the demand which could not be met immediately , causing
imposing and significant delivery delays.
However, ten years after the war, the industry had accumulated
stocks clearly exceeding the real needs for consumption. A serious
competition battle was set up, bringing a pressing need for the
producers and distributors to promote the sales in order to find a
place for the new companies entering the market. Therefore, at that
time, sales promotion in the USA benefited from dynamic creativity
and very significant investments. It was in particular the time of
POP actions ("Point Of Purchase") to attract the customer
and give him the desire and the need to buy more. It was the time
of "sweepstakes", "couponing", and innumerable
other premiums and incentives (gadgets and gifts included in the
packaging etc).
This is why, quite naturally, a group of "promoters"
constituted an association under the name of SPEA (Sales
Promotions Executives Association) to exchange their
experience, define the professional code of ethics and the
methodology applicable to this new discipline in the commercial
development.
"The promotion man is the world's truly great
revolutionary. He stimulates the latent wants and desires of people
and provokes them to seek a higher level of living. He makes
possible business expansion thus creating jobs and the means for
society to grow. Sales promotion is a proud profession. S.P.E.A,
with its world-wide affiliates, is a leader in that profession.
Therefore, S.P.E.A. has a responsibility to develop the knowledge
and promote the interchange of ideas that will make sales promotion
continuously more effective throughout the world." JOEL
W. HARNETT Past-President, Sales Promotions Executive
Association, New-York
As time went on, with less of an emphasis on ‘sales’ and more on
Marketing and Communications, the word ‘sales’ needed to be
dropped. Consequently a unique international association, Marketing
Communications Executives International, was born......
Marketing Communications Executives International
MCEI spans the entire spectrum of business management and
marketing communication techniques, not being committed to any
medium, but bringing together a wide universe of ideas involving
all media and ways of action. The organisation is made up a great
diversity of top-level people in marketing, advertising, public
relations, sales promotion and other disciplines in the business
field.
Through Conferences and Workshops there is an educational emphasis
on study and training and on new techniques and trends. In addition
to the World Congress every two years and the seminars, MCEI
Chapters conduct regular meeting programs providing further
educational opportunities. Through newsletters and other media -
ideas, news, meeting, highlights and case histories are shared.
There is an opportunity for every member to expand his or her
expertise in the full range of marketing communications and
management areas, with recognition and rewards being sought after
outcomes - especially in the coveted "Marketing Excellence
Award", of which three are given each year by an international
jury of renowned experts.
Conviviality, cordiality, user-friendliness and solidarity is the
image and aim of MCEI worldwide, with an emphasis on a very special
spirit of dynamics and effective networking.
Click
here to view International Chapter Information
Annecy - France; Melbourne -
Australia; Brussels - Belgium; Geneva - Switzerland; Osaka - Japan;
Rome - Italy; Seattle - USA; Taipei - Taiwan; Tokyo - Japan;
Trujillo - Peru; Istanbul -
Turkey; Casablanca -
Morocco
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