Insider Media Limited

The UK’s economy glass is seriously less than half-full, with even the usually safe domain of the public sector now declaring the cupboard bare. So, for small businesses it must be the end. For end see beginning though, where the creative sector is concerned.

There has never been a better time for small creative businesses as technology has levelled the playing field. Ideas have never been such valuable equity and those agencies that can translate these creative visions into effective campaigns cleverly using social media tools and SEO are now finding themselves on the major pitch lists.

Last week, we launched Microsoft Game Studio Rare’s new website showcasing games for Kinetic – live at the Los Angeles E3 show – the world’s biggest gaming show. This week we are launching Elastoplast’s new range of plasters. These are clients that the global agencies would be surprised to see on our books.

Truth is, the only thing that ever really separated the small agencies from the global ones that usually do have these accounts is the amount of budget and time they could throw at the pitch, and the power to publicise themselves and get their brand out there beforehand.

Technology, the leveller and skilled use of all the new and financially available digital tools and knowledge, means that Nzime et al can now take their creative visions and immensely workable marketing strategies to the tables of the world’s largest brands - and slay the big agency dragons to win the big name accounts. Providing, of course, that we are all good enough on the day.

You still have to be good – better, in fact - but size (or indeed geographic location) is no longer everything. So much of an agency is on display now – blogs, tweets, Facebook pages, YouTube channels – and the big brands can see more than ever: firstly, if you practice what you preach and secondly, what your culture is like. By this, I mean – are you genuinely spontaneous, packed with ideas and testing the boundaries as an agency, or just one which uses Twitter etc. as a stream of drum banging, benign diary statements. The truth is out there for most agencies now, and it’s spread across several channels for all to see.

The funniest thing about the surging success of the creatives in the East Midlands is that they are just doing what they do well. It’s not contrived – those that are good with social media tools probably are that good, as they live that life and are genuinely immersed in that creative culture and enjoy liaising, conversing and sharing with their peers, and so learn the etiquettes and effective uses of the technology.

I also believe that some of the best creativity that has helped the region stand out is due to the fact that it doesn’t have all the glamour brands and has to work harder to achieve stand out. Sometimes you need a law firm, engineering firm or accountants to build a website or devise a creative DM campaign to knock someone’s socks off. After all, Bethlehem Steel never struggled to look cool!

Lastly, we have our local big wigs to thank for finally placing the creative industries at the heart of Nottingham, Leicester, Derby and Lincolnshire’s recent regeneration plans. In my own back yard you won’t find a bigger fan of one such creative centre – Antenna.

Andrew Horner-Glister is the owner and creative director of design consultant Nzime, based in Nottingham.