The Big Interview
Monday, December 1st, 2008Today’s Business Telegraph sees Stephen Moore get quizzed on a few of the key creative issues within the agency.
The Big Interview
Stephen Moore, Director of Creative Services, AV Browne.
How’s business?
Great. In the last year we’ve re-structured and re-energised the company. We are a multi-disciplinary creative company and have managed to truly integrate our services. That was essential because the marketplace has changed so dramatically. The brands we work for need to build long-term relationships with their customers. That requires joined up thinking across PR, Design, Advertising and Interactive on-line platforms. It’s made our business more effective, more proactive, more youthful and in turn more fun.
Any exciting projects in the pipeline?
We’re creating four TV commercials for four different clients. That’s exciting. We’re working on several major re-branding projects including the National Museums of Northern Ireland. We’ve recently won the Northern Ireland Tourist Board account, and The Zoo picked up a CIM award for ‘Best Brand Campaign’. We have also just been awarded a national Fresh Digital Award for our btblack.co.uk work. Rarely a dull moment.
What are the long-term prospects for your company?
We believe if we continue to do great work for our clients the future will look after itself. We succeed when our clients succeed.
What are the biggest challenges facing your organisation?
Clients expecting more for less. We’re in the service sector operating at the top end of our particular industry. We offer a specialist and skilled service yet there’s a continual pressure to over service and to do so on ever-smaller budgets. Our strategy is to have big ideas - lots of innovative, integrated, scalable and desirable ideas that catch our clients’ imaginations. It’s why we have a team of over 30 creative professionals. We have the capacity to generate great ideas quickly and the capability to turn those ideas into reality with uncompromising efficiency. There’s no doubt that it is a real business challenge but then again we like challenges.
Could the government help you to do business better?
In at least two ways. We’re a tradable service, we sell our time. Help us waste less time, money and the opportunity cost by devising an equally fair but less bureaucratic and involved tendering process for public sector contracts. Secondly, help us market our services further afield. We are one of those highly skilled added value tradable services that for the last two decades the government have forecast would be at the heart of a modern economy. We are not limited by geography and have the potential to bring new money into the local economy. There’s a lot of talent in this part of the world that with a little help could be more effectively promoted.
Why would someone work for you?
Because they’re good at what they do and want to prove it in a thriving, dynamic agency.
Your views on the economy please?
In the communications industry perceptions are reality. If a brand is being seen as past its best or uncool, it already is. From my perspective the same seems true of the economy. I guess the financial reality is different for different people depending on their personal circumstances, but right across the board the concern about the economy over the last year has had an affect on behaviour. It’s our job to tune in to the mood of consumers and develop messages and ideas that resonate appropriately.
The business climate - good or bad?
Good and bad. For some of our clients the business climate is particularly challenging but for others it represents a real opportunity as consumers pare back. The Northern Ireland Tourist Board and more specifically Hastings Hotels are good examples. Perhaps we can encourage more people to spend more time holidaying at home and enjoying the fantastic landscape, activities and accommodation that we have on our own doorstep.
What ambitions do you have on a personal level?
I suppose like most people I’d like to feel that I’m making a difference. I’m surrounded by great people, who are an inspiration to work with, and I’m proud of the ethos we’re cultivating in the company. There’s a vision to create work that is truly world class. To make a difference to our clients and, in doing so, allow all our people to share in the success.
What do you get up to in your spare time?
I have three amazing daughters aged 9, 6, and 3. What spare time?