Case Studies JLS Marketing John had worked in various capacities with Waterford Crystal for 19 years prior to striking out on his own. For over a decade John managed the World Sports and Special Events Department for Waterford Crystal. This specialist position meant he was responsible for the development of the company's global sports marketing programme. During this time John established contacts at the highest levels within PR agencies, Event Management Companies, Major Corporations, TV Networks, Ad Agencies and Sports Governing Bodies. When deciding to start his own business John adhered to a simple philosophy "start as you mean to go on and be consistent in your approach and service. John feels that consumer programs are all dictated by the lever of customer service and consumer care provided. A satisfied customer he says is your greatest asset and is also hidden revenue in terms of the advertising he or she can generate, equally a negative experience will have an adverse effect on your business. JLS Marketing is a company founded in 1998 by John Warren, the company specialises in a number of areas: • International sales and marketing (tourism, golf and giftware) • Sponsorship negotiation on behalf of international clients • Destination and logistics management for travel in Ireland JLS Marketing is fast approaching the end of its third year of trading and has built up a strong brand in that time. Joint marketing programmes like the Irish Independent/SDS golf challenge have proved highly successful in establishing JLS as a major player in the golfing sector.