Following the lead of the big boys!
I love reading any interviews with Martin Sorrell CEO of WPP, not because he earns something like £74m a year, but because he has built the world’s most successful marketing & communications business from scratch, and a lot of what he says can be applied to any business including a small media business like Take One.
His latest thoughts are about the 4 things he has and is concentrating on to drive the success of WPP.
They are Geography – extending a successful formula as far as you can; Integration – ensuring that all the work you do for a customer is integrated across the various channels; Technology – making sure that you make the best use of any available technology to improve processes and customer offerings and, finally, Horizontality – a great word – making as much as you can of the partnerships and joint opportunities with the people you already deal with.
Very excitingly, Take One has moved recently on the first of these – the Geography. We are market leader in England in the tourism information display and distribution business, and last week we bought EAE, Scotland’s leading company in the field. (Or at least Menzies Distribution, Take One’s parent company, bought it).
We now have over 10,000 display opportunities across the UK, and a great opportunity to share the innovations that made both of us leaders in our territories.
And we have been considering the other three of Mr Sorell’s 4 strands for success .
On Integration – we talk to all customers about ensuring they integrate their media and messaging for maximum effect and have been developing new products and services to help them do this – for example our consumer website www.dayvisits.co.uk gives our customers a digital option to get to potential visitors.
On Technology – Our suite of reporting facilities makes intelligent use of the data we collect on behalf of customers which can guide their future decision-making; and our award – winning HD digital displays for airports. Both put us well ahead of the competition.
We have moved less quickly on Horizontality – but have recently struck a partnership with The City of London Tourist Information Centre which is working well for both parties.
I am really looking forward to the next stage of Take One’s development and continue to check out what Mr Sorrell is advocating next.
Managing Director, Take One Media