The managing director of One Marketing Communications, Wayne Silver, came and spoke to us about his rapidly expanding business in the digital industry.



Wayne Silver – One Marketing Communications Transcript

What’s your name, position and where do you work?

My name is Wayne Silver, I’m the Managing Director of One Marketing Communications.

Describe your business in one sentence.

One Marketing Communications is an integrated marketing agency based in the North West but with a national client base and we offer branding, marketing, social PR and digital services.

What separates you from the competition?

Obviously I would say fantastic strategic planning, great creative work, but in actual fact, probably the most important thing that separates us from any other agency doing similar things, both in the North West and nationally, is our people. They own the relationships with the clients, they have the brainpower and we invest very heavily in training and motivation for our staff because they are so important an asset to the business.

What have been the highlights of your company so far?

Two things really stick in my mind. First of all, when we won a very competitive pitch to win all the TV work for one of our major clients, United Utilities. We were very proud of that achievement. And, in terms of the structure of the agency, when we reached our milestone of becoming 40-strong agency. That was actually last year and we’re well on the way to becoming a 50-strong agency thanks to recent successes.

What qualities are needed to succeed in your industry?

Well I think you first and foremost need to be a very good listener. You certainly need to never give up your quest for learning new things, certainly in our industry where the landscape is changing on almost a daily basis. And I believe also, as Managing Director and sort of leader of the agency, it’s very important to build a strong and successful team, and we stick to two main principles within the agency. The first one is if you possibly can, you promote from within because that makes sure that your staff are very motivated and believe that there’s no glass ceiling to their opportunities. And if you do have to go outside to recruit externally, you make sure that you find people that are better than you. And in that way I think you have a healthy, motivated workforce and you’re always bringing in new talent into the agency.

Why do new businesses choose Manchester?

Well I believe that Manchester is such a great city because we have access to a vast pool of talent in terms of staff that we can recruit into the agency, and also relationships with strategic companies that we can tap into. For example whether you’re looking for a company that can provide you with animation, CGI, photography, illustration, the talent is probably here in the North West. And also I’m very proud to be based in Manchester, the city is great because whilst it’s a big cosmopolitan city, it still feels very compact. You don’t have to get on a tube to go to different areas in the city and similarly you have access to some fantastic green spaces so in terms of a very healthy work/life balance for the staff, I think it’s a fantastic place to work and live.

Who are some local companies you would recommend?

Well first and foremost, I would recommend Hackett Media Services, a very good friend of mine, Pauline Hackett, she is a fantastic media planner and buyer and has been a great strategic partnership, has formed a great strategic partnership with agency over many years. We work very closely with a business called Specific Media, they help us with all of our online advertising, they have a fantastic online network that we can tap into. And then thirdly, a recent company we’ve been working with is a company called Marketing Signals. And if you have a client or you’re working with a client that have any type of requirement to build their SEO effectiveness or they perhaps have a marketing penalty from Google then Marketing Signals is the company to work with to help you address these issues.

Who do you think are the most influential people in the local business scene?

There are lots of fantastic people who are doing great things for Manchester and the wider region. A couple of people spring to mind. Howard Bernstein perhaps for all the work that he’s done, certainly in terms of his commitment to the metrolink project in Manchester, very instrumental in bringing the Commonwealth Games to Manchester a few years ago which basically put the city on the map. Another person who springs to mind is Ian Simpson, the architect. If you look around in Manchester you’ll probably see the results of his real creative architecture across the city: Urbis, Number One Deansgate, Beetham Tower – the big landmarks. He’s helped transform the city into a really modern, urban metropolis. And, not one individual, perhaps, but I would also reference the BBC for the bold decision they made to relocate a big part of their infrastructure to the North West and to Salford in particular and that’s really helped to re-shift the balance of media coverage and media inferences away from London and into the North West and has really put Manchester on the map.

Do you have any advice for new businesses in Manchester?

I would say three things, really. It’s very important to network, understand what are the key business networks relating to your business and make sure you exploit the opportunities to work with them. In terms of your customers, listen to your customers and try and understand what they want and make sure that your marketing, your communications and your products and your services are relevant to them because that way they’ll trust you and that way they’ll transact with you. And thirdly, very importantly, surround yourself with good advisors, whether it’s lawyers, accountants, architects maybe, financial advisors and certainly great marketing support where you can.

Where are your favourite places to eat and drink in Manchester?

Two places I would mention. My first, and my favourite place of all time, not the trendy Northern Quarter, not the trendier Spinningfields, but an old favourite, a veteran on the Manchester scene, and that’s Dmitri’s at the bottom of Deansgate. Fantastic Greek tapas, great in/out atmosphere, I’ve never had a bad meal there. I love it to bits. And if you go further out of town, I would also, perhaps, quote Damson which is a superb restaurant in South Manchester owned and run by a genius guy called Steve Pilling who owns a lot of establishments in the North West but his own original Damson restaurant is probably my favourite.

Okay, so, I’m Wayne Silver from One Marketing Communications and I’ve been huddled.

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