Forum finds agency scene vibrant in spite of recession
Mar 23 2009 By Terri Smart
Talk of recession, depression, credit crunch and general doom prompted the industry mouthpiece The Drum to hold a Birmingham forum to engage Midland agencies to discuss these issues.
You would think there would be a great deal of sensitivity and bravado when confronted by such a range of industry champions clustered together in one room, while collectively and individually being quizzed on the key problems facing their businesses and the new initiatives and measures they are implementing to infuse greater energy into their people.
Well it just goes to show that when asked to be open and honest, people are generally happy to share thoughts, ideas and wisdom for the development and preservation of the industry regionally.
Such illustrious company included Dean Lovett, chief executive, McCann Erickson; Jacqui Lennon, managing director, WAA; Andy Walton, managing director, Golley Slater; Steve Price, director, Unsuitable/One Black Bear; Julia Willoughby, chief executive, Willoughby PR; Paul Bramwell, managing director, Brilliant Media Birmingham; Ollie Purdom, director, Pitch Consultants; John White, director, Madison Soho and yours truly Terri Smart, The Smart Corporation!
The Drum’s key objective: to glean insights into the effects on the region and its agency brands.
Questions like what measures agencies had taken to best restructure themselves to counteract the economic downturn.
How were they managing client relationships? How had that dynamic had shifted? Are they repositioning? Their objectives for sustainability/new business? Strategies for new acquisitions/potential mergers? Staff management/training programmes for instilling confidence considering the wave of redundancies and failing businesses sweeping the Midlands?
Discussion outcomes were overwhelmingly positive.
It seems that agencies are up-skilling and investing in staff, research, planning, and infrastructure for a more robust and proactive approach to existing/new business.
They are having to think far more strategically and creatively to deliver ROI and grow business.
Perhaps re-awakened ambition has replaced pre-recession complacency?
In short, agencies continue to be challenged and only the most talented, commercially-focused and resourceful will survive.
Thankfully, the debate confirmed that we have a creative and vibrant agency scene.
Believe me, the general message seems clear if you listen and read it right – the future can be very bright indeed.
* Terri Smart, is managing director of the Smart Corporation, chairman of the Publicity Association of Central england and Midlands representative for the Drum.
