Miller Freeman, the major magazine, new media and event division of United News & Media were planning to implement a new database warehousing and processing structure. The project aim was to capitalise on the very large amount of subscription, event visitor, enquiry, accounting and advertising data currently held by the many divisions and departments throughout the European organisation.

Innovative smart agent technology would allow Miller Freeman to create a better understanding of the inter-relationships, interests and clusters that exist within currently held data and new data coming in on a daily basis. The application of this technology means that Miller Freeman will be able to improve their service and communication with customers as well as provide themselves with a far greater understanding of market trends and direction.

The concepts and technologies involved are complex and not easy to embrace, yet it was essential that staff at various levels throughout Miller Freeman had a good appreciation of this development and of the contribution they were being asked to make to ensure its success.

Imarco planned a complete launch programme, including the development of the 'QuoQuest' branding to clearly differentiate the message from other internal communication.

The proposed launch included a 'Question Time' type panel of experts with celebrity host, based at a central TV studio with audience linked to a series of satellite TV studio audiences in regional centres in the UK and in Europe.

Participation was key, so the campaign proposals included the distribution of pre-think documentation to help all staff come to the sessions well prepared to listen and to speak.