There are relatively few media companies in the Scottish market. Feather Brooksbank dominates the indigenous market followed by MediaCom Scotland.
Both are owned by networks and together they handle nearly 60% of the market. Add in MediaVision and The Media Shop and you have more than 80% of the money spent through Scottish buying points on Scottish media. It’s a small number but it’s difficult to see how a market worth roughly £115m can support many more players.
The dominance of the networks, with better buying deals and lower fees is likely to increase. However, I am not sounding a death knell for the independent. The successful independent will deliver a premium service that does not lead on price but delivers competitive advantage through great planning skills, a closer relationship with the client and creative agency as well as an intimate knowledge of the client’s business.
Good advertising needs a motivated team, access to senior management, good planning and buying skills, outstanding creative work and a worthwhile financial incentive.
