If Agency MD says realistic agencies will benefit from hard times
Ahead of the announcement of today’s emergency Budget, Christian James, MD of The If Agency has said it is the agencies that have been realistic during the economic downturn which will fair best during recovery.
Speaking to The Drum, James praised the coalition Government’s ‘blunt’ honesty that it would look to make cuts which would be unpopular, but necessary.
“It’s not great news, but if you’ve been involved in a major car crash and your arm’s hanging off, at some point you need someone to break it to you that amputation is the only option. The tea and sympathy is all well and good, but doesn’t actually advance the healing process. That all starts when the consultant presents you with the facts which then allows you to start dealing with them,” said James.
“Over the last 18 months, we’ve had a fair share of bad news in our industry, but in my experience, it’s the agencies which were prepared to be consultants and deal in facts that have faired best. Agencies have to be able to communicate bad news on occasion…to their staff and to their clients. The trick is knowing when and how to do it. When you’ve just inherited a colossal deficit after 13 years in opposition, it’s fair to say that ‘immediately’ is a good time to set the public’s expectations. But it’s the style of the delivery that has impressed me. No fanfare or grand standing, little hyperbole - the facts are fantastic enough - and a lot of plain English. People can relate to that. They might not like it, but they can start to deal with it.”
The emergency budget will be announced by Osborne in his first budget at lunchtime today and are expected to include tax increases and spending cuts by the public sector.