Scotland Fifthring Axis Animation

How is the creative industry changing? Is the change still being fuelled by digital?


By The Drum Team, Editorial

September 6, 2011 | 3 min read

Scotland has a great digital and creative reputation. Whether it’s in the form of forward-thinking creative PR strategies, or ground-breaking animation, the Scottish creative sector has a lot to be proud of. But with spending cuts affecting the way agencies operate, how is the changing face of Scotland’s creative sector reflective of the industry as a whole? Is it possible for creative businesses to really thrive in Scotland? The Drum spoke to successful agencies that are doing just that, to find out their views on Scotland, its potential, and how the country’s creative landscape might just continue to flourish.

The Drum speaks to a cross-section of agencies north of the border to find out their views on Scotland's creative landscape.

Aaron Harper, creative director, Weather Digital And CommunicationsIt is true that a lot of the industry is being fuelled by digital. With clients wanting to be a lot more prudent with their money, digital channels allow them to reach a lot more customers at potentially far less cost per customer than printing glossy brochures and distributing them. Digital channels can also give marketing managers instant reporting on how successful campaigns have been.Having said that, there is still a need for print. People still like to hold a glossy brochure in their hands, particularly in the property sector. We probably have seen the end of high budget printed Annual Reports.Lorraine Fraser, director, Incentive MediaThe PR industry continues to evolve and change and clearly with the explosion in digital and the influence of social media, this area has a particular focus. However, I believe we are in a fortunate position as there is tremendous potential to engage in conversation for our clients in such a variety of ways and opportunities available.Nevertheless, smart people realise that just social media is not the only answer as it is simply another communication channel and I do feel the need to say that the printed product remains of great value to our businesses. As media becomes even more fragmented and targeted, the medium continues to offer mass market coverage and still plays a valuable role in PR. Put simply, is it about using all of the tools available - both digital and traditional - to ensure our industry delivers powerful campaigns to gain maximum exposure for our clients.Richard Scott, managing director, Axis AnimationOur work is consistently delivered via digital distribution online. When we started this business there was still the feeling that traditional broadcast was the pinnacle in terms of where you wanted your work to be seen. You wanted that TV series or that 30-second commercial.The desire for people to consume media and entertainment in totally different ways has been key to our growth and success. Would over ten million people have seen the Dead Island trailer if it hadn't been for the internet? Would Hollywood have come knocking? No because it would have been broadcast in some obscure slot at 2am when no one is watching television and vanished without a trace. More importantly, would the client have ever funded a project to that level without the ability to distribute digitally? Never!Ian Ord, business development director, Fifth RingThere is no question that digital is the driver for change. It demands an increasing requirement for integration and consistency of messaging across all marketing channels. It also requires us all to react and respond quicker.
Scotland Fifthring Axis Animation

Content created with:

Fifth Ring

Fifth Ring is an international integrated B2B communications agency specialising in the energy industry. Since our formation in 1991 we’ve dedicated ourselves...

Find out more

More from Scotland

View all


Industry insights

View all
Add your own content +