LOCAL advertising and marketing company JMG has set its sights on attracting big blue-chip clients on to its books following a strategic realignment of the business.
JMG has primarily been a direct marketing and below-the-line advertising company for 20, years but changed focus last year to gain more above-the-line integrated marketing and advertising business.
The company has started the new year gaining new accounts as a direct result of the changes to its structure.
The most recent win was securing work from B Digital’s new broadband and home phone services. 303 remains B Digital’s advertising agency for its mobile phone business.
JMG also beat incumbents MJB&B and Linc to secure the Health Insurance Fund of Western Australia account.
Along with JMG’s new national broadband client Clari-net, the two new account wins will add about $2.5 million in billings to the agency next financial year.
According to business development director Barthol-omew Hart, the company will pitch for some of Perth’s biggest accounts in the coming years.
“It’s not so much that direct marketing is dying but that the money in the market is in above-the-line work,” Mr Hart said.
“We weren’t getting invited to pitches because direct marketing was really the second element.
“We’ve spent a lot of time restructuring the business over the past 12 months and changed our focus. We’ve bolstered our strategic capacity and creativity capacity and set significant goals.”
He said the company wanted to be considered among Perth’s top 10 agencies in terms of billings and was close to achieving that goal.
“We want to get out there and pitch for the Western Power, BankWest and RAC accounts. We want to be a real alternative that provides a point of difference because they’ve been going through the same agencies for the past 10 years.”
JMG’s biggest client is the $1.9 million StateWest Credit Society business, an account it has held for the past 10 years.