Scottish Marketing Communications Action Group

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About the smcaction Group

The Vision of the Scottish Marketing Communications Action Group (smcaction) is clear:

To position Scotland as a world-class centre of marketing communications excellence that tangibly contributes to the national vision of a smart successful Scotland.

The Mission is:

To create an industry-wide body to represent the interests of the Scottish marketing communications industry in such a way that it contributes to identifiable and measurable growth of the industry and investment in its talent.

There are four clear objectives:

• 1. The initial objective is to recruit representatives from every discipline that forms the marcomms supply chain of agencies, (including freelancers, sole traders and partnerships) operating in Scotland.
• 2. Thereafter to gain a mandate to represent the industry as a whole
• 3. To secure sufficient funding to establish the organisation
• 4. Ultimately to drive the industry forward to achieve growth of 25% and, in the process, improve the reputation of the industry and its talent pool.

These objectives will not be achieved without comprehensive cross-industry representation. If you feel that the participation of you or your organisation can help to deliver these goals in any way register your support and interest by joining our mailing list below. You will be added to our database and updated on developments as they happen.

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Who are the smcaction?

The smcaction is a not-for-profit body and its administrative function and representation structure will be agreed through a cross-industry consultation.

The group is the outcome of ‘The Scottish Marketing Communications Industry Study’, which was a cross-industry collaborative initiative funded by, amongst others, the DMA in Scotland, The Marketing Society in Scotland and The Scottish IPA, PPA Scotland and a number of media owners and agencies including Carnyx Group, Channel 4 and SMG.  Their funding was matched by Scottish Enterprise through its Creative Cluster initiative and carried out independently by EKOS Limited, the economic development and regeneration organisation, in late 2005.

Research led

The objectives of the study were to establish how the industry was viewed by potential and existing purchasers of its services, its contribution to the Scottish economy and its prospects for the future. 

The findings were highly encouraging in that the opportunity for the Scottish Marcomms industry is significant, and growing rapidly.  Its contribution to the economy is unquestionably important.  The study found that:

• The agency side of the industry (excluding consulting) employs around 7,400 people in Scotland, with the total marcomms supply chain in Scotland accounting for almost 40,000 jobs in 2002.
• Agencies contribute an estimated £332m in GVA to the Scottish economy in 2002 with the supply chain as a whole contributing in excess of £1billion.
• Total agency sector business stock in 2004 was estimated at 1,108 businesses (5,720 in total supply chain).

Why is this initiative so important?

Nevertheless there is a widespread feeling, across the industry, that demand in Scotland has declined, particularly in terms of larger accounts.  This is attributed to the drift south of corporate HQs and a perceived bias in favour of London agencies amongst large Scottish businesses.

The future is viewed with some uncertainty and there is a slight tendency towards pessimism, despite the fact that agencies are perceived to offer good value for money, strong creativity and high quality service among the existing client base.

These findings have alerted the study’s contributors to the need for real and decisive action, industry-wide, and has resulted in the formation of an ‘advance party’ which is tasked with actioning the first three objectives of the newly created body.

Industry-wide participation vital

It is clearly recognised that the contributors to the study represented a good cross-section of the industry.  However, they are by no means fully representative and the primary objective is to move towards the formal formation of a universally representative organisation that can act in the industry’s best interests.

smcaction sees a role for  such a non-partisan body, representing the interests of all businesses and trade bodies in Scottish Marketing Communications, to play a significant role in representing the industry’s collective interests.

To that end the Advance Party is seeking expressions of interest from sectors of the industry that have, until now, not been represented and to establish their commitment to drive forward the vision and mission of the organisation on the industry’s behalf.

Specifically we are in the process of seeking engagement with the PR, design, market research, marketing consultancy, digital, print, photography, event management, sponsorship and telemarketing sectors in Scotland.

If you represent one of the above sectors, or simply want to be aware of our activity click here and you will be added to our database and updated on developments as they happen.