Dump Your Advertising, Get Online & Save UK Jobs

July 2, 2009 | 12:00 am

LONDON, July 2 /PRNewswire/ -- UK firms have been advised to dump their advertising and take their brands online to slash costs, reduce job losses and improve competitiveness.

"The UK advertising industry sucks GBP18 billion annually from firms to make ads that are increasingly being ignored and deliver no value," said Tim Hunt, who has advised firms on marketing for more than 25 years.

"With British companies desperate to save money, I'd advise them to dump their TV, magazine and junk mail advertising immediately and go online," said the 45-year-old MD of Flexile http://www.flexile.co.uk - a company that has launched a dynamic press kit http://www.dynamicpresskit.co.uk to help firms get global online visibility.

"The Internet is where buyers now flock to find products and services. However, ad agencies still perpetuate the myth that it's an immature environment because they see their easy money disappearing. With good advice, British firms can compete on a national and global scale using the internet ... something a 30-second TV commercial can't do," said Tim.

He continued: "UK firms can't afford to foot an GBP18 billion advertising bill. This money must be used to create productive jobs and advertising agencies must adapt or go away," he said.

Last week, Maurice Levy - CEO of Publicis - which owns Leo Burnett and Saatchi & Saatchi - admitted that search engines can deliver more results than a formidable advertising campaign.

Said Tim: "If he's prepared to admit this, then self-serving advertising agencies and old-school marketing managers should also admit to their bosses that they've got it wrong."

Tim also issued a warning to British bosses that their foreign counterparts are "getting it" and getting online at a lightening pace. Research by Forbes Insights & Google showed that US business executives now class the internet as their most important information source ... more than personal recommendations, advertising or conferences.

"Fact is, UK firms need to get their brands noticed by search engines if they want to compete. If you can't be found on Google, it's unlikely you'll be found at all," said Tim.

In summing up his advice to companies, Tim said: "Fire your advertising agency and your marketing manager if they don't understand blogging, Twittering or Social Networking. It's what your customers are doing and getting online with them will be the best saving and investment your company will make this decade."

Contacts: Tim Hunt, Flexile Limited, Email: tim@flexile.co.uk, +44-7876765007