The Business

The Works is an award-winning advertising agency based in Norwich. Established for 17 years, the managing director is Russell Evans. In addition to The Works providing creative solutions, it offers online and PR solutions through its sister companies Magic and The Word, employing 30 people.

The Works believe ‘the brand is king’. Could you define what is meant by ‘a brand’ and identify the elements of The Works’ brand?

In marketing terms a brand identifies and differentiates a product from its competitors and creates a unique proposition or personality.

The Works brand is quite simply about creating great work that works. Creativity is at the core of what we do. At the same time we know it must be disciplined and well managed. As well as making the audience take note, it also has to deliver tangible, measurable results.

As a creative agency you focus on providing creative solutions to clients’ problems. Are there ways in which you’ve applied creative solutions to help build your own business?

The Works has been known for creative solutions for over 17 years and whilst we delivered online solutions and PR under The Works brand, they were always viewed as support rather than lead disciplines. By creating The Magic brand we have developed a standalone online company and also a standalone PR agency with The Word.

How can someone identify ways in which their own business might improve its brand?

By clearly identifying what your position or unique selling point is. Commissioning market research with existing, lapsed and potential customers can clarify what you’re associated with at present and how you can differentiate yourself in the market.

In times of recession, the marketing and budget is often the first to be cut. Is this a practical business option?

Research confirms that the brands that carry on spending throughout a recession on marketing will be in much better shape than those that don’t. Marketing should be seen as an investment, not a cost budgeted for and defended when the accountants come looking for savings.

Norfolk has a talented and skilled creative sector. Over 650 businesses are registered on www.creativenorfolk.com website alone. How does The Works survive and flourish in such a competitive environment?

By adapting and reinventing ourselves in reaction to marketing requirements. Change is good not bad.

What would be the three pieces of business advice you would give to a young creative who was considering setting up his or her own business in Norwich and Norfolk?

Follow your dreams, be passionate about what you do and have fun!

Links

www.the-works.com

www.creativenorfolk.com