ortfolio Director Kate Chambers, the person responsible for leading the ICE team said: “The ‘Strategy Day’ was one of the early initiatives I introduced when I arrived three years ago. It gives an opportunity for the entire team to contribute to the campaign and to understand the thinking that lies behind it. I was delighted that David and Christine accepted the invitation and I am very grateful that they were able to provide an honest critique of where we are now and how far we have traveled over such a short period of time. By their own admission David and Christine have attended more exhibitions than they care to remember and their insight both regarding ICE and the position it now holds on the industry calendar was invaluable, particularly as they report on the event, exhibit at it and also produce the ICE Daily show paper.
“We have adopted what is very much a brand-led approach to the marketing of ICE and as a result we spent a lot of time over the two days discussing what it means to work on a brand as opposed to a product and the responsibilities we all have to protect and enhance the reputation that ICE has earned. We discussed the importance of taking a pride in everything we do, of having a passion for the brand and a commitment to the vision. 2013 was a landmark year. We successfully relocated to ExCeL and grew our attendance in the process. Each year our aim is to build on the success and my team is under no illusion as to what that entails.”