THE demise of advertising firm Wallace Barnaby does not signal a decline in the local marketing profession, according to one industry practitioner.
Peter Grange (pictured), managing director of locally-based advertising and marketing group Offshore International, insisted the industry was still strong and that now more than ever was the time for businesses to get their message across to the public.
‘Good ideas and effective marketing are even more essential in an economic slowdown. There is evidence that those businesses which market through such times emerge stronger in a subsequent upturn.
‘It will be a challenging time for many businesses in the islands, but we should not forget that there are also many opportunities in this environment.’
He agreed with Orchard PR managing director Steve Falla, who on Saturday said he did not believe the Wallace Barnaby situation was linked to economic hard times.
‘We have not seen any marked downturn in business and are actively looking for additional client-services, creative and finance staff,’ said Mr Grange.
‘Our business has grown by 40% in the last year. We now employ 17 staff and have a diverse client base across the Channel Islands, in the UK and internationally.
‘It’s exciting times. Businesses will be working closely with their agencies and looking for their marketing activities to work harder. Good ideas and expertise will be essential.’
The Wallace Barnaby Group turned over £22m. in its last financial year to the end of June and its clients included Lloyds TSB Offshore, Guernsey Electricity and Jersey Dairy, but the group was not expected to reach profitability in the forthcoming financial year and was subsequently liquidated by its UK parent company, Ekay.
Through its subsidiaries, CMA Events Management and White Knight PR, it also organised many major island events such as Liberation Day and the annual Institute of Directors debate and held PR contracts with a number of States departments, Aurigny and Wave Telecom.
And although Mr Grange has confidence in the industry’s future, he did expect the work advertising and marketing agencies in Guernsey carry out to get more technical.
‘I think you will see an increased demand by clients for digital media services as they opt to use their websites as key marketing tools, along with the internet.
‘I believe those who will succeed on the up are those who embrace marketing through tougher times.
‘In a world currently full of doom and gloom, it will be increasingly important to stay focused and stay positive.’
Article posted on 29th October, 2008 - 2.30pm
Most Commented: