POSTED ON: Sunday, 5th April 2009

News - Evolve or Disappear

Talk of recession, depression, credit crunch and general doom prompted the industry mouthpiece Ê»The DrumÊ¼ to hold a Birmingham forum to engage Midlands 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, whilst 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, CEO, McCann Erickson Communication House; Jacqui Lennon, MD, WAA; Andy Walton, MD, Golley Slater Birmingham; Steve Price, Partner, Unsuitable/One Black Bear; Julia Willoughby, CEO, Willoughby PR; Paul Bramwell, MD, Brilliant Media Birmingham; Ollie Purdom, Director, Pitch Consultants; John White, Director, Madison Soho and yours truly Terri Smart, The Smart Corporation!

The DrumÊ¼s key objective: to glean insights to the affects 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 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 conï¬dence considering the waive of redundancies and failing businesses sweeping the Midlands?

Discussion outcomes were overwhelmingly positive despite the difï¬culties associated with the external environment. 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. Although the forecast seems to be that this downturn will continue to challenge agencies; the reaction is one of positivity and self belief. Belief that 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? By prompting greater thought leadership and proactivity to deliver consistently for clients along with self sustainability/growth.

In short, agencies continue to be challenged and only the most talented, commercially focussed and resourceful will survive. Thankfully, the debate conï¬rmed that we have a creative and vibrant agency scene both cross discipline/size. We have specialist agencies and reputable local, national and global agency brands, making for a very well balanced and diverse regional agency proposition. It seems we still have a great agency platform to champion; possibly even greater due to agency actions being undertaken as a result of this economic pressure. Believe me the general message seems clear if you Ê»listenÊ¼ and Ê»readÊ¼ it right - the future can be very bright indeed!