After doing some recent research for one of our clients, I came across some advertising produced for BMW. Believe it or not, these adverts were actually used, but mainly in Greece. I’m not sure that we would get away with them in the UK. If you dig deeper into these campaigns and read forums and blogs, they have been causing outrage and controversy for years, with claims that they are ‘demeaning’, ’sexist’, ‘chauvinistic’ and ‘degrading’. However, whether we like them or not, BMW must be having the last laugh. The very fact that people are talking about these adverts all over the world, whether in a good light or bad, can only be more publicity for BMW. As the old adage goes, their is no such thing as bad publicity – however, not quite sure BP would agree with that statement at the moment.

Opinion – Paul Mabin (Creative Director / Managing Director)

The recently launched Apple iPad may not instantly deliver the commercial impact of the iPhone, but it represents another important step towards the inevitable convergence of the personal computer and the publishing industry. Whether we like it or not, the way we design is going to change forever.

Before long, graphic designers (and photographers) will have to start working in a different way. Using devices such as the Apple iPad, the consumer will be able to access all kinds of ‘publication’ electronically – which will undoubtedly feature both still images and, increasingly, video content and animation. Not only is video more engaging, it is also easier and faster to consume – an important factor in today’s ever-busier society. Like it or not, most of us that don’t currently ‘do’ moving pictures are soon going to have to learn. (There are already professional cameras on the market, such as the Canon 7D, which can capture both stills and full HD video. This is no accident.)

Currently, many agencies deal with, say, press advertising entirely separately from digital, television and video; indeed clients often use a different agency for one than they do for another; but increasingly there’s a call for integrated campaigns and for agencies that can deliver value across multiple channels. Promotions are becoming multi-dimensional, which adds complexity (and an interesting challenge) for the agencies that dream them up. Ultimately the agencies that will gain an advantage are those that can become truly media agnostic – those that can combine static content with rich media and whose ideas can work across all types of platform.

It’s up to the design and photographic industries to embrace new technology and to guide their clients on this fascinating journey we’re all taking. Sure, this will mean investment and upskilling for many of us, but the benefit will be the ability to offer a more holistic approach to corporate communications and, with it, client retention and loyalty (not to mention how interesting all of our jobs will become!).

The iPad is another signal that the publishing and design industries are in the middle of a revolution.  We wait with bated breath to see where it will lead!

[Opinion: Paul Mabin - Creative Director]

The UK economy still isn’t in great shape and we are still regularly asked for tips on marketing through a recession. The simple answer is, there is no simple answer, but there are a few things that are worth keeping in mind:

1. It’s a sad fact that most businesses aren’t particularly well run. If you’re finding it hard, your competitors probably are too. If you have a business plan, a budget and a reasonable grasp on your cash flow, you can stay one step ahead by acting sooner and with more certainty than the companies that don’t. If you don’t have a plan and a budget written down somewhere, you need one.

2. Keep things simple. Why should customers buy from you? How will they benefit? What makes you different from your competition? Make sure your messages are simple, clear, compelling and focussed on how your customers will benefit.

3. Review your marketing budget. Do you know what’s working and what isn’t? If not, it’s time to start measuring – recessions are no time to be wasting money. If you are going to reduce your marketing budget by half, make sure it’s the half that isn’t working!

4. If what you are doing now isn’t working, don’t keep doing it! Change something. Try something new.

5. If you have cash and you want to grow – start investing in your future. There is no better time for gaining market share than during a recession. Competitors are weak, prices are low, suppliers are willing to negotiate and new customers are coming up for grabs as their existing suppliers go bust. If you don’t go and get them, someone else will.

If you’d like to know how we can help you share the burden, call us on 01803 616100 and we’ll arrange a no obligations chat over a cuppa.

[Opinion: Jim Green - MD]