Following our recent feature City Brand Leaders – Birmingham, we interviewed a select group of leaders from Birmingham’s top agencies to help focus on the Birmingham brand and consider their own agency vision.

Creativebrief Founder & Chairman Tom Holmes talks to Dylan Bogg, CEO of Big Communications

TH: Firstly Dylan, what does the Birmingham brand stand for?

DB: Embracing, open, industrious and inquisitive. With great people at its heart.

TH: What are your views on Birmingham’s marketing to date?

DB: It’s all been far too modest.

TH: How do you think Birmingham should position itself?

DB: See question 1. Be true to what you’ve always been.

TH: Are the city’s brand values reflected in your own agency culture?

DB: To some extent yes. I think that Birmingham has always embraced human endeavour and diversity. It’s never really put the small man down and can laugh at itself at any time. It’s fair to say things like that run through the team we have at Big for sure.

TH: Does being based in Birmingham influence your creative output? If so, how?

TH: What makes your agency offer different?

DB: Creative strength and pragmatic partnership. Our creative reputation has always been strong but we also pride ourselves on our client partnerships. A large proportion of our client base has been with us for over 5 years, some over 10. That doesn’t happen without strength of product, honesty and transparency in the relationship. Clients value this and I think it’s something that sets us apart.

TH: Why should clients consider sourcing work from Birmingham agencies?

DB: I think that the region as a whole has the potential to deliver a worldly view but it’s often coupled with a sleeves-rolled-up, can-do attitude. There’s excellent creative and marketing talent in our agencies and very few white towers.

TH: What sort of clients do you want to attract?

DB: We’re after ambitious brands.

The greatest work comes from a relationship based on conversation, trust, respect, transparency and a bit of bravery to boot.

TH: What work have you done recently makes you really proud?

DB: I think that the Domigoals app that we produced for Domino’s recently is world class. And it would seem that a lot of awards panels agree.

TH: What Birmingham brands do you most admire and why?

DB: Land Rover, Aga, Aston Martin – All have a rich heritage that they’ve worked hard to stay true to. Plus all have been written off at some point yet have persevered to retain their iconic stature and are still there sticking it to everyone.

TH: Are there any local marketers who have inspired you?

DB: Not especially. But the way this area embraces everyone, takes all the jibes on the chin and keeps delivering for its clients day-in day-out does.

TH: What business would you most like to win?

DB: To this day it amazes me that so many challenger brands continue to make conventional London Agency appointments.

I’d just love to see more challengers stepping out beyond the tube map. We’re already delivering world-class work for brands and when people step away from the M25 they are always pleasantly surprised.

TH: Thanks Dylan.

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