Dear Editor,

It was extremely refreshing to read David Guerrero’s insider view of the Philippines (Campaign, 6th October).  Of particular note was his view that the quality of an idea is no longer linked to geography. The same could be said of all marketing services.

A number of digital agencies now design online campaigns in the UK but actually code and build them in South Africa.  Likewise, some larger agencies are outsourcing artwork and production facilities to Asia – one large northern UK agency has 100 artwork staff based in Mumbai, India.  Our own data bureau company services UK clients but at less than a half of UK costs.  How?  We’re also based in Asia, Manila to be precise.

The outsourcing of marketing services is set to be the next stage in the evolution of marketing communications.  According to Ventoro Consulting, fully 95 per cent of the US’s top 1,000 companies have an offshore strategy.  Within ten years, the same will be said about UK marketing services.

Author:  Jed Mooney, Managing Director
Source:  Campaign
Publication Date:  19 October 2006