Twenty-five years ago almost to the day I sat in the boardroom at the Leo Burnett building on West Wacker, Chicago trying to persuade Cathay Pacific to extend the agency’s relationship with them beyond traditional advertising. At the time Burnett had embarked on a network-wide initiative they called ICS, which was all about trying to access advertisers’ marketing budgets as opposed to limiting themselves to that portion accounted for by advertising. The agency’s case to Cathay encompassed ticket wallets, on-board materials, airport presence, mails, travel agent collateral (remember travel agents?) and even touched on the airline's livery.
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