The Future of Media Manchester
“Use it as a superpower.”
This was Active International Cameron Swan’s key message to northern businesses during a panel on supercharging northern media businesses for the future at The Future of Media Manchester.
While narratives around the north/south divide are changing, and as analysis from Agency by Agency reveals, the north accounts for 25% of all UK agencies.
Although London still accounts for a substantial portion at 38%, the panel made clear that there are advantages to building a business in the north and geography should not be relevant in the media landscape.
What you need to know about the northern agency landscape
Advantages of going north
Despite a consensus towards London, senior leaders on the panel argued for the business opportunities of being based in the north that often get overlooked.
Pete Coates, managing director of Omnicom Media Group Newcastle, stated: “I thought we can either go where everybody is or where everybody isn’t.
“I chose to go where everybody isn’t because of the unique talent and business opportunities.”
One of the key arguments is a sense of community, which is often less present in the south.
As Kate Bradbury, deputy managing director at Wavemaker North and a born-and-bred Mancunian, pointed out: “There is more community and access to people in Manchester and more access to face-to-face meetings.”
Swan echoed this sentiment: “There’s a completely different vibe.”
He highlighted how there is a lot of data showing economic growth in Manchester is strong — this should be an encouraging sign and a point of consideration to both talent and businesses.
Highlighting opportunities
The panellists agreed with the suggestion that geography should not matter and northern businesses should celebrate what makes them different.
Swan stressed: “Geography is irrelevant. Business is about where the talent is and finding meaningful work that drives revenue and makes shareholders money.”
And all agreed that this is the mentality that should be instilled into new graduates, who would continue to progress the narrative around opportunities in the north.
Swan argued that this is also the angle that businesses should be showcasing to clients: “Embrace it and use it.”
Coates added: “Ultimately, we have to talk positively about what we do. Where location adds value, we use it: if it gives us access to talent or if it’s closer to a client’s HQ.”
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Supporting future talent
Looking to the future, the leaders spoke about the importance of prioritising young talent and making opportunities known.
Oliver Scull, head of digital and solutions at News UK, discussed the “breath of fresh air” one of his new graduates has provided and the “vital importance” of fresh talent.
“Young people are super-boosting businesses,” he added.
That said, it was agreed that more needs to be done to highlight opportunities to younger generations and people who don’t have access to university to ensure continued diversification of those working in the industry.
Bradbury said: “Gen Z expects more from their career and hats off to them — we need to do better as an industry to show people opportunities even before uni.”
The session also included Roland Dransfield founder and CEO Lisa Morton.
