If you want a diverse and representative brand, you’re going to need a diverse and representative set of agencies, writes Simon Crunden
It’s time to leave London.
At least occasionally.
The ‘regions’ (we really do need a better way of describing 80% of the country) are booming and the next five years will see growth and opportunity in cities across the Midlands, North of England and Scotland.
Some of the UK’s biggest advertisers are based outside London and using northern agencies – brand owners like JD Williams, Aldi and Jet2 – and yet the industry and trade press is arguably as London-centric as it has ever been.
Here are five reasons why adland’s focus should be firmly outside the M25.
The world is getting smaller
Globalisation and technology are shrinking the planet and making location less important. International clients see the UK as a centre of excellence, and Heathrow is as much a gateway to Northern Britain as it is to central London.
WPP have recognised that and are investing significantly in their Manchester hub. It’s not just the undoubted cost savings versus London, or the booming direct-to-consumer client opportunity in the North West, it’s also the benefit of understanding, as Karen Blackett put it, “the fruit-salad that is modern Britain”.
It’s where the people are.
If you’re an agency, get out into the towns and cities of Britain and you’ll understand your audiences better and deliver better work. Radiocentre’s Re-evaluating Media study highlighted the perception gap between what advertisers and agencies think, and what the facts say when it comes to media effectiveness. Marketers will face the same gap when trying to understanding consumers who don’t live in the London bubble (just look at the shock generated by the Brexit vote).
If you’re a client, you’ll also benefit from massive cost savings without sacrificing quality, and your work will be more inclusive.
2 of the big 4 broadcasters will soon be headquartered in the North.
The BBC’s move to Manchester and Channel 4’s to Leeds are controversial but will be seen as one of the greatest pieces of long term strategy in economic development. Channel 4’s move will support up to 3,000 jobs, drive economic growth and inspire creativity. The new prime minister has this week announced funding for the new high speed rail link connecting Manchester and Leeds which will improve further the prospects for that corridor.
The broadcast media are being forced to look North and are finding that the quality of people and ideas is world-class.
London’s loss is the regions gain.
In 2008 the average age someone left the capital was 47, in 2018 it was 37. The reasons are complex but can be boiled down to cost and quality of life.
The benefit for the regions is that we’re getting a stream of creative people looking to make their mark and armed with a combination of attitude and experience.
Try something different
Clients need agencies because they need people who think differently to them. Everyone using the same five networks living in the same London bubble is not difference. If you want a diverse and representative brand, you’re going to need a diverse and representative set of agencies.
Some of the most exciting and diverse agencies are springing up in the North. Agencies like Studio Something in Edinburgh who have gone from making animations for Tennent’s Lager, to producing a weekly football show on BBC Scotland and making documentaries about Kazakh Olympians. Or Manchester’s Social Chain, a media company built on forward momentum and adaptability that couldn’t have survived with a London cost base.
The North doesn’t need help from the South to grow- it’s happening anyway. But if you’re in London and still think creative excellence can only be found in the home counties, you’re missing a huge opportunity and your work will be poorer for it.
Simon Crunden is managing director at Republic of Media
