Anderson Baillie Unify Intentia and Lawson in Prague.

In 2006, Lawson Software and Intentia merged to form the new Lawson. The new company delivers software and implementation services to 4,000 customer sites in manufacturing, distribution and services industries across 40 countries.

Prior to the completion of the merger, Intentia had identified a requirement to gather and communicate this new situation to its internal EMEA team; and as one of Anderson Baillie’s long standing clients, Intentia engaged Anderson Baillie Projects to manage the communication of this requirement.

It had already been decided that the best method of communicating the intricacies of the merger to such a large and widespread audience (over 300 delegates from across 18 countries attended) was through an event.

The brief to Anderson Baillie was to generate and manage all aspects of the conference.. Anderson Baillie understands that the right message is integral to the successful communication of such a potentially sensitive topic and so developed a unique sub-brand identity for the event that not only communicated the future union of Intentia and Lawson, but also cultivated a positive attitude towards the merger.

The sub-brand was complimentary to the existing Intentia and Lawson brands, but was also independent enough to encourage a fresh approach. Anderson Baillie proposed Unify2006 – Performing Brilliantly Together; and this was further supported by the Connect, Create, Communicate taglines.

With the theme and brand agreed, the content for all collateral elements was then developed by Anderson Baillie, which included the development of creative for all event collateral, including all promotional material.

The event was promoted through an online portal that not only communicated all event detail, including executive insights, but also detailed the various available sessions and streams and captured registrations online.

The programme for the event was extremely complex, with plenary room sessions and a number of breakout sessions, by industry segment, geographical segment and product / services segments.

The event portal also enabled delegates to create their own personalised agendas for the 2 day event and allowed Anderson Baillie Project Managers to automate the registration process, which would in turn streamline the onsite management of these various sessions and streams.

In addition to the promotional campaign, Anderson Baillie also developed the onsite collateral elements – full onsite AV
requirements including room branding with flash walk-in sequence movies, delegate packs, badges and presentations.

Being responsible for venue search, management, flight co-ordination, airport transfers, accommodation requirements and a full evening social programme, with team building exercises for the 300 delegates, and onsite delegate management throughout the course of the event, Anderson Baillie was able to provide a truly managed events service.

The location for the event was the Corinthia Towers hotel in central Prague, which was selected for its ease of access for
the event delegates, who were travelling from European, Middle Eastern and African territories.

The feedback from the event has been excellent and Intentia are now planning to engage Anderson Baillie on the next
stage of events planned once the merger has been finalised.