Business First Issue2 Vol5 CH5:Layout 1 23/10/2009 15:06 Page 26
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Marketing
PANI – gearing up to
make a difference
Marketing as the
Gavin Walker speaks with Hugh Black, chair, Publicity wealth generator in
Association of Northern Ireland
T
he Publicity
Association of
recession
Northern Ireland by Michael Maguire, director, Chartered
(PANI)– established in
1958 and one of he
institute of Marketing
longest established
marketing and
communications
associatons in the UK – W
hile While there is much pessimism
atte abroad where many companies have
ndi suffered badly over the last eighteen
has a long history of ng a dinner a couple of weeks ago I fell months, in my judgement our network
bringing together into conversation with a journalist of my of smaller enterprises has begun to
members of the creative, acquaintance who has reported widely display a much more positive attitude to
media, marketing and on the progress and impact of the recovery than existed just three months
production communities present recession and the credit crunch ago.
in Northern Ireland. that preceded it back in 2007. It hasn’t necessarily been triggered by
Perhaps recognised
Possessing more than a passing interest anything the government has said or
most of all for their
in the path to recovery that the done. Rather it has been due to
awards, which have
government is forever heralding, I asked realisations that in recession companies
celebrated the best creativity in the local advertising and
him what his personal take was on the need to find new ways of tackling
design industries since they were first held in 1977, PANI
recovery process. market shrinkage if they are to survive
is about so much more. It was one of those open-ended and grow, and this can bring out the
Part of a network of publicity associations across the
icebreaker questions that often triggers best in entrepreneurship and
UK, the organisastions aim is to provide a vibrant forum
tangential outcomes that tells us as intrapreneurship.
where everyone in the creative industries can meet
much about the way people think as to It is a ‘can do’ attitude that has been
together to share information and experience, network
what they say. heavily endorsed by The Chartered
and build partnerships with people across the industry, He told me that he had interviewed Institute of Marketing here in Ireland in
and promote and celebrate excellence. many politicians and prominent its recent position paper Revenue
Elected as chair in January 2009, Hugh Black – who's
business leaders and while everyone Generation for Recovery – Using
day job is manager of Victoria Square – has had an
espouses views on the causes and Marketing Principles to Grow Our Way
active year with a number of social and professional
progress of recession, few ever seem to Out of Recession.
events during the year.
But perhaps the most impressive feature of the year
“It is the age of the sound bite” he suggested, “where it is more
has been PANI's work with students from the University
important to be seen to be strong than to take tough decisions, thus
of Ulster.
projecting policies and apportioning blame have become daily
“If the future of our industry depends on the
features of this recession. Everything has become short term.” They
development of our young people, then it's in our need to be much more focused.
interest to invest time and effort in encouraging them to
develop their talents and keep them in Northern
agree on a clear route map to To lend further emphasis to the
Ireland,” Hugh said. “We invited University of Ulster
recovery. importance of marketing as the wealth
students to work with local advertising agencies to
He also reasoned that there is a generator in company fortunes, the
respond to a brief and produce their own advertising
universal tendency to talk up recovery Institute hosted Marketing Week in
and creative strategy. It was a great opportunity for the
while down playing the negative Ireland from 19th to 23rd October 2009.
students to immerse themselves in an agency
economic and social consequences that Business people participated in a
environment and they all agreed that it was fantastic to
recession has brought in its wake. range of exciting and informative
interact with the industry. They have no other chance to “It is the age of the sound bite” he
seminars and workshops about
do that and that is what PANI is about.” Plans are already suggested, “where it is more important
marketing issues delivered by leading
in place to repeat the project in 2010. to be seen to be strong than to take
practitioners. Indeed events took place
And what about the PANI Awards which have not
tough decisions, thus projecting policies in various locations.
been held for the past couple of years. “That's one of the
and apportioning blame have become Reflecting back on my dinner
things we aspire to reinstating,” Hugh said. “They will be
daily features of this recession. discussion with my journalist colleague
an important aspect of the reinvigoration of the Everything has become short term.
it occurs to me that while he was
Association. I would like to see them back in place for They need to be much more focused.
articulate in analysing and projecting
2011 at the latest.” This was not the cynical discourse of
the collective views of political and
During 2010, PANI will be working with Business First an old newspaper hack but a reasoned
corporate leaders, he didn’t actually
and
businessfirstonline.co.uk to bring you a series of professional perspective that mirrors the
offer any views of his own!
practical and useful articles on various aspects of times through which we are living.
As I suggested, open-ended questions
marketing and promotion. For more information on the But while it may reveal much about
often produce tangential outcomes.
Association, visit
www.panionline.com Whitehall and City PR is it a fair reflection Michael will continue to provide
on the broader attitudes of the business articles for Business First during 2010.
community here in Northern Ireland? I
think not.
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