Alan Moore is the founding director of SMLXL (Small Medium Large XtraLarge), http://www.smlxtralarge.com the specialist community and engagement marketing firm based in Cambridge and London UK. Alan has 16 years experience as a creative brand strategist, representing global brands at leading international marketing agencies including: Publicis London, DDB Needham Vienna, Hasan & Partners Finland, HHCL & Partners in London and Lowe & Partners Worldwide.
Alan’s notable projects include the brand strategy development and integrated communications program for a Pan-Nordic 3G mobile service; Saab’s global brand communication strategy; H&M’s store opening strategies in the US; and a number of existing brand and NPD projects for The Coca Cola Company. SMLXL has also recently been working on innovative communication projects with Nokia, Masterfoods, the communications group IPG, Diageo, Red Bull, John de Mol’s investment company – Talpa Capital in Holland, think tank DEMOS, the Nordic state broadcasters TV2 Finland and TV2 Norway, SonyBMG, Orange, AOL, Hewlett Packard, Telia Sonera and the WPP companies JWT and OgilvyOne. He is also currently involved in building the strategy for a suite of iPTV channels.
Alan’s belief is that, within the near future, community based engagement initiatives and the enabling of peer-to-peer flows of communication within organizations and those that engage with them will replace the traditional orthodoxies of government, management, business, media distribution, and marketing as the primary medium by which these organizations will successfully engage with their audiences.
Alan’s recent book (Communities Dominate Brands) http://www.communitiesdomiante.blogs.com has provided an international platform for him to address radio and television audiences, and as a keynote speaker at numerous media conferences and marketing forums in the UK, the Nordics, Spain and the US, including HP’s CMO summit in September and Nokia’s global summit in Amsterdam in November. Reviews of his book and his articles have been published in the Financial Times, The Guardian, New Media Age, Market Leader (the official journal of the Marketing Society UK), The International Journal of Advertising, New Media Knowledge (University of Westminster) and by the Magnus University Business School (India).
