Cape ex­pan­sion builds jobs

As the econ­omy im­proves, op­por­tu­ni­ties in ad­ver­tis­ing grow

Finweek English Edition - - ADVERTISING&MARKETING -

EM­PLOY­MENT IN ad­ver­tis­ing is grow­ing again – at a faster rate than it’s en­joyed for sev­eral years. And while the dig­i­tal mar­ket­place is see­ing rapid growth, an un­ex­pected burst of ac­tiv­ity seems also to be com­ing from the Cape. As with the down­turn, the up­turn has re­sponded very specif­i­cally to the in­ter­ac­tion of two stim­uli: the im­prov­ing eco­nomic out­look and the im­pact of new me­dia and dig­i­tal ad­ver­tis­ing. Clearly, the job trends are a trans­la­tion into hu­man terms of the ma­jor forces of change in mar­ket­ing – the dou­ble whammy of re­ces­sion and tech­nol­ogy.

Growth pat­terns are shaped by both ge­og­ra­phy and mar­ket­ing spe­cial­i­sa­tion. So the Cape is strongly up, Gaut­eng is slightly less strongly up. Dig­i­tal is up, tra­di­tional down.

The growth in the Cape is con­sid­er­able: its es­tab­lished agen­cies put on 11% more jobs. But in ad­di­tion there were a num­ber of start-ups and sig­nif­i­cant growth in dig­i­tal. The Cape is be­com­ing a chip off the old sil­i­con: as in Sil­i­con Val­ley, Cal­i­for­nia, san­dal-wear­ing dig­i­tal geeks have a uniquely sybaritic ap­proach to life and they’re tend­ing to lo­cate their new busi­nesses in the phys­i­cally and psy­cho­log­i­cally at­trac­tive Cape.

The Sil­i­con Cape ini­tia­tive is al­ready well un­der way, giv­ing ad­di­tional im­pe­tus to the trend. Added to which – be­cause it’s a new kind of busi­ness – they aren’t lo­ca­tion-bound. There are no legacy is­sues that force them to lo­cate their busi­nesses in the Cape rather than Gaut­eng – though most of their clients are in the in­te­rior and there’s a com­muter price to pay for that life­style.

The fig­ures are ex­tracted from sub­mis­sions by agen­cies to AdRe­view. Over­all, staffing level changes have ranged from a de­cline of al­most 6% (ma­jor groups) to an in­crease of 11% (Cape-based agen­cies). Un­for­tu­nately, there are no sta­tis­tics re­lat­ing to new start-ups – and that’s where much of the ac­tion is. So we can’t pro­vide a fig­ure for to­tal em­ploy­ment in the in­dus­try, or over­all growth.

The fig­ures for agency groups are an anom­aly,

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