Put marketing back on the agenda

Andrew Scott, managing director of leading full-service marketing agency Purplex, discusses why now is the time for ambitious businesses to align their marketing activity by working with just one agency – and explains why Purplex has invested £1.4m to support the window industry.

The last two years have been a roller coaster for the industry, as the pandemic led to disruption and challenges for companies hit with a spike in demand but also a huge shortage in supplies, materials and labour issues.

It’s likely the supply chain and labour issues will continue for a few months, but we’re already seeing sales volumes steady, and many companies are now looking at their future plans in what will be a very different landscape.

Reputations have been built and lost during the pandemic. Some have pushed forward to take advantage of the increased demand, others have scaled back due to supply and labour problems.

When a company like Anglian reports a drop in revenue from £203m to £121m in their latest published accounts, you realise no two companies have handled the situation in the same way.

As we emerge from this uncertain period it’s more important than ever that companies put marketing back on the agenda, focus on their brand and reputation and align sales, operations and marketing.

Next generation marketing

Historically, when it comes to marketing, companies work with multiple agencies to deliver their strategy. One agency for PR, another for web design and another for digital marketing or social.

Taking this approach may have worked in the past but now is the time for change. This year, companies must look to ‘converge’ their marketing activity in order to produce quality content which will reach a wider audience.

Convergence marketing, as it is known, is a method where companies create integrated, consistent and clear messaging across all media platforms to build brand awareness. The most effective way to do this is by working with one agency who can own the marketing strategy and drive the business to new heights.

As a fully integrated agency, Purplex is designed to do just this, to support its customers with next generation marketing.

Investing at Purplex

At Purplex, 2021 was a year of investment, to support our customers through a difficult period and prepare us for the years ahead.

We are now well-placed to move rapidly and help our customers achieve their business and market goals and meet the challenges head-on in an increasingly digital world.

This investment includes a £1.4m new office acquisition. Refurbished in just over 12 months creating a state-of-the-art marketing and technology centre with 15,000ft2 of space and cutting-edge equipment.

And while other agencies cut back, we chose to push forward and recruit, train and develop over 30 new staff who join an experienced marketing team with decades of window industry knowledge and experience.

Purplex is now ready to support any company that wants to realign its business and marketing strategy, and has the resources, knowledge and technology to hit the ground running.