Cape expansion builds jobs
As the economy improves, opportunities in advertising grow
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,