Date: April 2011
La Playa’s Marketing Director, Juliet Allan, has won a UKTI scholarship to the prestigious North American Marketing Programme at the J L Kellogg School of Management, Chicago.
Since 2010, when it launched in the US, La Playa has become one of the very few specialist insurance brokers with transatlantic capability – looking after clients’ assets and liabilities in both the UK and the US. The initiative was a direct response to clients’ needs, with creative clients in the Arts and in Science & Technology starting to operate on both side of the pond; however, this has subsequently developed into a major growth opportunity as specialist insurance is significantly under-developed in the US market.
The UK Trade & Investment (UKTI) US executive marketing programme offers a unique opportunity for executives of SMEs to gain an in-depth understanding of one of the most challenging and competitive markets in the world. Juliet Allan is one of 9 participants selected to join this intensive course.
“This has come at just the right time for us – we established our first US office in New York last year. It’s a huge opportunity that we’re very serious about. The course will help us formulate our market entry strategy as well as giving fantastic insights into best practice in US marketing: what works and what doesn’t, tailoring our messages for the US market, and understanding the mindset of senior decision makers”, says Juliet Allan. “I’m very excited and feel extremely privileged to have been selected!”
The course explores the most effective ways of gaining a foothold in the US, looking at the latest theories and case studies, and how to develop long-term business relationships in the US. The programme includes a week-long marketing course at the J L Kellogg School – known for its eminent scholars and professors including Philip Kotler, Roger Myerson and Arthur Andersen - followed by a one-week attachment to a US company, where participants can see how US companies market their goods first-hand.
The Scheme was introduced in 1993 and to date UKTI has facilitated almost 300 attachments to its programme on the US Business to Business and US Business to Consumer courses.
Alison McQueen, Author