36 l October 2013
www.psneurope.com
livereport UNITED KINGDOM United we stand
What exactly is ‘The Martin Experience’? The directors know – at last – says Dave Robinson
“WE’RE IN a good space,” says Anthony Taylor. “The move away from a centralisation strategy at Loud, to empower the brands again, means we’re in a much happier place.” The Martin Audio managing
director and his newly appointed marketing director James King are expounding on a new series of initiatives for the High Wycombe- based loudspeaker manufacturer. “The culture in Loud is [now] to enhance brands, to allow us to formulate strategy and execute accordingly, while still enjoying certain efficiencies of being part of a larger group. That’s enabled
us to do what we want to do.” Loud Technologies has had
stormy seas to navigate since it acquired Martin Audio in 2007. Troubleshooter Rodney Olson took the helm for two years in 2008, grappling, but eventually taming, some tricky supply chain issues. Once those waters were calmed, Crown’s Mark Graham took charge in 2010. Since then, it’s been time to look at growth for Loud’s US brands (EAW, Mackie, Ampeg) – as well as giving more autonomy to Martin Audio. “We can now enforce the
culture that we’ve had for the last 15-20 years, which is focusing on
people, and more about having some fun. At the same time, in the last few years there’s been a growing maturity in the management team, where we have to think more strategically about what we’re doing. James has helped to ‘sharpen’ our thoughts.” And so firstly, to ‘Uniting the
Audience’. In the past, the PA company has talked of ‘The Martin Experience’ but, Taylor admits, it wasn’t clear as to what that was. Hence, the marketing director has conducted both an internal and external audit, each time asking the questions, ‘What is it that Martin Audio does, what’s at the root of the business?’ A simple conclusion emerged:
one of providing the best experience to the audience.
James King (left) and Anthony Taylor
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