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Scots Marketers Organise to Promote Home Talent
A group of Scottish marketing communications professionals have formed an industry action group to counter larger Scottish companies' perceived preference for London agencies. The move comes after a study by Scottish Enterprise found widespread concerns on the issue - but may not win the support of Scottish researchers.
According to a report in The Scotsman (www.scotsman.com ) the new body, the Scottish Marketing Communications Action Group (SMCAG), is being formed 'to promote the industry and its contribution to the Scottish economy'. The steering group includes the Direct Marketing Society, the Marketing Society and the Scottish Institute of Practitioners in Advertising, and wants involvement from 'every sector in marketing and communications'.
The Scotsman quotes Mark Gorman, Chief Executive of public relations and advertising group IAS Smarts, saying that despite the 'highly encouraging' opportunities for the sector, 'there is a widespread feeling that demand in Scotland has declined, particularly in terms of larger accounts. This is attributed to the drift south of corporate HQs and a perceived bias in favour of London agencies among large Scottish businesses.' Major Scottish agency Faulds went into liquidation in September 2003, not long after Kwik-Fit moved its £5m advertising account away.
As yet the move does not appear to have the specific backing of MR leaders. Steven Hope, Research Director at Ipsos MORI Scotland has mixed feelings about the announcement, telling DRNO this afternoon: 'It is important that clients know about the range of services and talents available to them in Scotland. However, the industry needs to avoid appearing to have a chip on its shoulder and make sure that it can compete effectively with London agencies in terms of creativity, quality and price.'
The Scottish Enterprise study was undertaken by independent economic consultancy, Ekos.
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