THE largest independent marketing agency outside London believed its diversity made it well placed to ride out the recession as it undergoes a subtle “refreshment” of the brand.
RobsonBrown’s chief executive, Alan Brown, said despite firms slashing budgets during the economic downturn he was confident that they would turn to full service firms like the Newcastlebased agency to spend what budget they had.
The agency, which is celebrating its 25th anniversary and employs more than 120 people, is undergoing a subtle makeover of its corporate imagery and website.
Founded by Mr Brown and his business partner Stuart Robson, the company now has departments dealing with advertising, PR, design, TV-film, media planning and buying and digital services.
Mr Brown said that the company, which achieved a £30m turnover last year, believed that this diversity would attract clients looking to get the most value for their money in straitened times.
And he expected companies who continued to promote themselves to do better through the recession, even though many would reduce their marketing budgets.
He said: “They say this is our marketing budget how do we cut it up? We can offer them sound professional advice.
If they go to a PR agency they get PR advice, if they go to an advertising agency they get advertising advice. We can blend all these ingredients.
“Nobody has a bottomless pit and everybody’s budget is contracting. The challenge is how do we make sure they get a bigger share of the market.
“We have a good business model and are a one-stop shop because of what we think our clients want.
“We haven’t just gone and said we want a digital business.
There is more money spent on web advertising than television advertising and we have to adjust accordingly.
“To the outside world you would think we are an advertising agency, but we have six separate income streams run as separate businesses.”
And he believed it was important that companies did maintain their marketing.
The firm’s managing director Andrew Marwick added: “You have to spend your money wisely but if people look at the wider picture they see the money you spend now will get you a bigger return in two years time. While there is a recession, the ones who market themselves properly will do significantly better at the appropriate level.
“You have to accept business performance will be lower, but having said that you need to maintain your presence to get through the recession.”
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