Can Aberdeen become a marketing industry centre of excellence?

To my mind, Aberdeen is primed to be a centre of excellence for the marketing industry.

Several of the largest companies in the country are based here, some with a scale second-only to businesses in London.

Simultaneously, the city is known as a haven for startups and the fruits of this can be seen in a plethora of innovative SMEs spanning sectors and specialisms.

Our creative community rivals that of any other conurbation, from craft makers to artisan bakers and from artists to writers.

Our business acumen is world class, thanks to an influx of international talent and perspectives, two of the top universities, a network of schools, colleges and other establishments, all working together to foster new skills and career pathways.

So why isn't it, yet?

I believe there's a fear of competition. I've worked in London, Melbourne and Leeds for the last 10 years and the primary similarity was an abundance of competitors. It forces everyone to be better. And it leads to collaboration between media owners, agencies, freelancers and brands alike.

I also believe it's not an attractive job market. Our students are flying South. There's a lack of pride in our city and our work.

I'm pleased to see that the above is not absolute. There are signs of change.

We need to keep this focus.

What do you think comes next?

That very true, I'll bet, Paul! It's particularly British to be demure. It's always a good measure to see what you'll stand up for. I think previously, having grown up here, I took a lot of things for granted. The sea. The architecture. The mountains. The sense of coming together that can be achieved in an "underdog" community. So I wasn't always an advocate or a defender. However more recently and a large part of my decision to return, was realising all the good things we do have going for ourselves, up here. Now you won't catch me not being positive about the future of our wee corner of the World! (Unless it's first thing in the morning, it's hard to be positive about much first thing in the morning ;-))

Replies

Paul Forrest July 17, 2019 at 3:57pm

I think a lot of this is due to our UK attitude of loving a good moan, berating the achievements of others, and seeing the bleak side of everything! The way to tell is whether a person would defend the place if another was putting it down. I notice, in myself, that I don't like a lot of Aberdeen (I don't like any city tbh), but as soon as someone is slagging it off, I can't help but defend it! I think that says something (not sure what though) :)
- Adam > Paul Forrest July 17, 2019 at 4:26pm
  
  That very true, I'll bet, Paul! It's particularly British to be demure. It's always a good measure to see what you'll stand up for. I think previously, having grown up here, I took a lot of things for granted. The sea. The architecture. The mountains. The sense of coming together that can be achieved in an "underdog" community. So I wasn't always an advocate or a defender. However more recently and a large part of my decision to return, was realising all the good things we do have going for ourselves, up here. Now you won't catch me not being positive about the future of our wee corner of the World! (Unless it's first thing in the morning, it's hard to be positive about much first thing in the morning ;-))
  - Paul Forrest > Adam July 17, 2019 at 4:35pm
    
    haha true :)
Jessie Crawley July 11, 2019 at 4:37pm

100% agree that there is a lack of pride for the city. I must admit, before I left over a year ago now, I felt the same. Since being away, and still being involved with ABN (of course) I have noticed my perspective change. I've noticed how many of our new members bring so much more variety to the table now - so yes, change is definitely happening and its down to the creative, open-minded and talented individuals and businesses that Aberdeen is lucky to have.
- Adam > Jessie Crawley July 17, 2019 at 11:54am
  
  Couldn't agree more, Jessie! It's all about the future-focus. I think it's very important to respect the past - indeed our heritage and history is fascinating! - but the things that worked 20 years ago (especially, in business) aren't going to be the things that see us through the next 20 years. I'm pleased to see more motivated, mindful individuals and businesses coming to the fore!
Allison Stewart July 11, 2019 at 2:04pm

Food & Drink is the key...quality good & drink. We need to be shouting about that more, embrace it, like Dundee has.
Oh I could write war & peace about this!
- Adam > Allison Stewart July 17, 2019 at 11:56am
  
  You're spot on, there Allison. We are lucky to have engaged with a number of food & drink businesses so far and as a subset of tourism (and hospitality, even) we think that there is huge growth likely in this area in the coming few years. I wish that more were getting ahead of the game as there are plenty of great ideas, but a lack of understanding as to how to take them to market (locally and nationally!)
Carmen Irving July 11, 2019 at 1:35pm

As North East folk/Aberdonians I don't think we fully value and appreciate what we have on our doorstep. I think things are changing though and we're starting to 'sell' what we have more and being outwardly proud about it too but it has possibly taken people from outside the region to help us see that and the possibilities and potential there are.
For me its promoting even more the wealth of what there is going on in the region and the vibrancy and life there is.
- Adam > Carmen Irving July 17, 2019 at 11:58am
  
  I think you're so right about that. Aberdeen isn't seen as an "attractive" destination still for young businesses, especially those in emerging sectors like tech, marketing and even more traditional businesses that require a new direction like tourism and food & drink. There are many great things about the North East but for me, it took going away to realise it. I think the lack of appeal, especially for young people entering the workplace, is what's really holding a lot of progress, back.
Victoria Withy July 11, 2019 at 7:31am

I agree but still see clients choosing agencies in the Central belt and England. I feel agencies here are still perceived as oil and gas focused - and maybe they still are?
I specialise in life science and medical association and conference marketing - the demand for that is primarily outwith Aberdeen.