His career in the direct marketing business spans over 30 years and during that time he has achieved "guru" status in marketing circles worldwide, and he is often referred to as the 'Father of Direct Marketing in Australia'. For over 10 years he was a member of the International Advisory Board of the Direct Marketing Association of America and is one of the few Australians on the international marketing speaking circuit.
In 1972 he founded Bond International, a company that became the largest Australian independent direct marketing organisation of its kind. In the early days of Relationship Marketing in Australia, Ian drove such projects as the membership acquisition for Diners Club, building the first loyalty database for Qantas, launching the State Bank's first ATM card and developing the first direct response TV campaign for AMP. All highly successful projects.
Apart from his achievements in business, Ian is also the President of the Starlight Children's Foundation, a charity organisation that granting the wishes of a seriously ill Australian children, almost every day. Ian has generally directed the marketing and fund-raising since its inception in 1988.
In 1995, Ian as a consultant, formed the first integrated direct marketing resource of any major Australian agency. He built for George Pattersons one of the largest DM groups in Australia with over 80 direct marketing specialists in Sydney, Melbourne and Brisbane. More recently Ian had responsibility for below the line ticket marketing for the Sydney 2000 Olympic Games. Ticket sales were the most successful in Olympic Games history.
In 1990, Ian brought the brand Polo Ralph Lauren to Australia, and held the Master Licence for Australia and New Zealand. He is the co-author, with Bryce Courtenay, of the best selling book "The Power of One to One" which reached the Australian non-fiction top 10 list. The book is about Ian's lifetime of experiences in marketing. Ian's monthly column in Ad News "Direct Marketer's Diary" is widely read by the marketing community and he is often quoted by the media on marketing issues.
Ian Kennedy's passion and affinity for the industry are legendary and his knowledge has earned him a well-deserved place amongst the top direct marketers in the world today.
Thank you for a fantastic presentation. The word 'fantastic' covers humour, delivery, conviction and above all a message. May I also point out that the members do not give standing ovations lightly. Congratulations.
- National Speakers Association of Australia
A very professional performance. The audience was rapt and so were we of Australia Post.
- Australia Post
Your presentation was certainly the outstanding session of the conference, and gave all in attendance plenty to think about.
- Australian Investment Conferences
Your presentations and seminars at the Pan-Pacific have assisted in making the Pan-Pacific what it is today - Australia's largest and foremost marketing conference.
- Pan-Pacific Direct Marketing Symposium
..congratulations on an excellent presentation, Nissan Dealers are still talking about it.
- Nissan Motor Company
Ian's ability to reduce complex marketing concepts to simple and impactful messages is the key to the success of his presentations.
- Australian Pharmaceutical Industry
Your Direct ' Relationship Marketing workshop was undoubtedly the most successful this year....I was able to experience at first hand the wealth of knowledge and experience you so generously shared with our members. The feedback through evaluation sheets and follow-up contact with our members was excellent."
- First National Real Estate
I want to thank you for your presentation and the way in which you related to a group of 'bean counters'.
- BDO Nelson Parkhill, Chartered Accountants and Consultants
Ian gave a polished and powerful presentation on the benefits of direct marketing in today's sales and marketing environment. He expertly used the material I gave him regarding our specific situation
- AIBA Life
Ian's session was information - not hype he was a VERY VALUABLE contribution
- LJ Hooker
It was an excellent session and obviously very popular, evident by the number lining up to buy your new book
- Meetings Industry Association of Australia (NSW)