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Today's Integrated Marketing Communications Council (IMCC) was founded some 25 years ago by three Dutch entrepreneurs as the European Federation of Sales Promotion (EFSP).

Being used to sharing ideas at a national level and travelling abroad frequently, they realised that no platform or forum existed for their specific business sector to share ideas across Europe and to exchange and learn from best practice.

Simultaneously, the original EFSP European Award for the best promotional cases was created to stimulate exchange of ideas and make the best cases visible to the world.

The development of the sector over recent years from mainly tactical promotions to more strategic marketing services and covering a much broader spectrum than sales promotion alone has finally led to the current Integrated Marketing Communications Council.