The future of media is… outside London: ‘Great work comes from anywhere’
This month, The Media Leader is heading out of our London office to host our first event in Manchester.
The inaugural Future of Media Manchester aims to expand the debates and discussions at many of our London-based events to the north of England and beyond.
In the spirit of the event, The Media Leader asked industry leaders who will be in attendance why brands should work with agencies outside the capital and why the future of media is in the north.
Jordan Owens, regional business director, Digital Cinema Media
“Brilliant people produce brilliant work — and there is an abundance of both outside of London. Not only that, but there are different perspectives, different clients and different opportunities that exist in the regions across the UK.
“They know they’re up against the big fish in London, which fosters an extra level of commitment and pride in their work. They also fight for every bit of value they can get for their clients.
“People, and consequently relationships, move around constantly. Establishing yourself with agencies across the whole of the UK can lead to some of the most creative and awe-inspiring work — not to mention aligning yourself with the wider population who can often feel overlooked.”
Lucy Barnes, joint general manager, Havas Media Manchester
“I should start by saying I am a proud northerner, born and bred in Wigan. For the last 12 years, I have worked for global media networks in Manchester and, prior to that, I did 12 years working for London agencies. So I am not going to bash London agencies.
“Instead, I believe the rapidly growing pool of creative, digital and technology industries in the north, plus the talent pool that goes with that, makes for a more dynamic and varied agency marketplace.
“Manchester is synonymous with creativity and pioneering developments, which is critical as we all navigate the world we are operating in. Symbolised by the ‘worker bee’, we are also a region known for getting things done. Brands (or certainly the clients in charge of brands) like that!
“The Manchester media industry has been a powerhouse for years, with many award-winning campaigns for both global and local brands originating from here. In my experience, brands can get greater access to senior management more regularly at Manchester media agencies and a more hands-on approach from across the team, often resulting in deeper collaboration, creativity, retention and great results.
“The talent in the north is strong and just as talented and connected to what brands need to do to be successful, which means you can often have greater access to more quality and experienced talent, making working with Manchester media agencies cost-effective.”
Tess Gullis, gaming business director, PHD
“Choosing an agency isn’t about geography — great work can (and does) come from anywhere.
“It’s about brands choosing an agency with the right capabilities and talent to address your current business challenges, while positioning you to take advantage of the next wave of opportunities in your market.”
Catch all four contributors in person at The Future of Manchester. The event takes place on 26 September at the Royal Northern College of Music.