It was interesting to read Gideon Spanier’s article in the Evening Standard last night.

The gist of it is that there is an increase in the number of smaller, more specialist breakaway PR agencies forming, coupled with the consolidation of some of the bigger firms. The good money is on these smaller specialist agencies taking business from larger PR firms, as more and more brands are starting to think they are over-paying their current mid-large size incumbents. Equally, the larger firms are all merging, thereby hoping to secure more global accounts from multinational brands.

What struck me most about the article is that we have been sending out mailers to agencies for several years with similar messages – certainly since the rumours about economic slowdown started circulating prior to the 2008 recession.

This practice of forming breakaway specialist agencies crosses many other marketing disciplines in times of recession, as the tide of accounts flowing between agencies doesn’t just stop – brands will always need to get their messages out there in one way or another.

If anyone reading this has formed a new agency and would like advice on how to maximise your potential to win new business, or similarly if you feel you are one of the agencies in danger of being left adrift then help is at hand, so give us a call.

I always look to read Gideon Spanier’s advertising & marketing column on a Monday in The Evening Standard, but last week, yet again, it dealt with the rise of social media and its increasing importance in the business world. Slightly disheartened with the progress in this area galloping well ahead of my understanding of it, after a few flicks of the page I hit on an article entitled:

“Steve Jobs and other movers and shakers say it by phone”

What a breath of fresh air. When I joined Alchemis in July 2000, I feared that traditional telesales was on borrowed time. Earlier barriers such as voicemail were still there, but the internet was taking off as a marketing tool and everyone wanted to receive emails rather than actually talk. That fact still remains, but now we also contend with tweets and pokes and every article is pushing home the potential benefits of social media as a business tool (a fact that I find ironic since many companies banned Facebook due to decreased productivity at its inception). However, Alchemis has gone from strength to strength utilising the phone. The survival of our competitors and the rise of numerous start up new business agencies gives me real confidence that the phone based new business industry is a resilient one and that the phone, whilst maybe not having the potential quick reach of other mediums, is the most powerful and effective tool when selling your business, service or product.

The article quite rightly points out that when your creditors want payments they don’t send emails, they use the phone. It goes on to say that as many “retreat behind the walls of electronic communication, the advantage only grows for those ready to make phone calls”. A statement I wholeheartedly agree with.

· The phone allows you to quickly react to a person’s mood or persona – something email does not

· Email content and tone is open to damaging misinterpretation by the recipient

· “The phone is the best medium to find out things you may not have anticipated”. Absolutely!! A good telesales person will find the issue and opportunity

· As more and more people use the phone as a secondary communication tool, the cards are stacked in favour of those who have the skills to use it effectively

· You can get your point over in one clear concise message, which is not fragmented by a traffic of related emails sent hours or days apart

I do appreciate the value of new communications tools and ways of working, but I firmly believe that the humble phone will continue to play a key role for a long time yet and should remain a part of any integrated sales/marketing strategy.

The advertising and marketing column in the Evening Standard on 7th February focused on the pharmaceutical world and how recent and future changes offer opportunities for specialist healthcare agencies.

Alchemis has successfully served numerous healthcare agencies over the years. These have been in the traditional PR, communications and advertising space, but more recently the digital sector.

Healthcare and pharmaceutical work is something in which we have thrived and one of the few areas where we have worked for both UK and overseas clients. The nature of the business is interesting and diverse and a break from the more mainstream sectors in which we operate.

One key difficulty in this arena for new business prospecting is that of data and contacts and this is a key reason why these specialist agencies turn to Alchemis. We have spent a long time building data in this sector and this helps us get around the no name policies, which provide the biggest barrier to success.

As the article highlights, political reform and a change in consumer behaviour and access to information is opening up new avenues for agencies. With the power moving away from the NHS trusts, doctors’ surgeries will take charge of buying medicine. This change brings big opportunities for communications experts.

The article goes on to suggest that global demand for medicine will increase as developing countries such as India and China increase their expenditure.

However, it is the digital world that has really put the cat among the pigeons. Even in my days on the phone for several healthcare agencies in the early noughties, “Direct to Consumer” communications (or DTC) was the buzz phrase. With the internet and the growing influence and power of social media, there is huge potential for well positioned agencies.

Digital communication is also a great tool to help work around the ever increasing time constraints of the healthcare professional.

Due to our experience of the sector, Alchemis is set up to help healthcare focused agencies really benefit from all these changes. We enjoy the challenge the industry brings and would welcome the chance to deploy our skills in this area further.