As the UK continues to be buffeted by the uncertainties of interest rate increases, a 20% VAT rate, terrifically high fuel prices and an economy that looks to be fairly volatile for some time, it’s hardly a surprise that the UK corporate production market is declining in value.
But, perhaps slightly less predictably, there is very little suggestion that the volume of commissions is declining.
Much of the activity in corporate production seems to be coming from international markets, as New Moon’s experience reflects.
I wouldn’t go so far as to say our international commissions have been the result of some kind of savvy strategy, but we have found ourselves working with growth markets with ambition – and resources.
Our recent work for the Qatar 2022 World Cup bid proved to be an enormously rewarding – and winning – experience. We’re also working with Dubai on redefining the Dubai brand.
Regardless of geography, New Moon has always worked with people to tell their stories, becoming immersed in their cultural experience, whilst bringing a mainstream communication semiotic to the telling of those stories.
It often helps being a newcomer. We are more likely to recognise the ‘magic’ or notice aspects of the story that are engaging for the intended audience, rather than dismissing them as commonplace.
We’ve needed to recruit to reflect our expanding international client base. These days, a visitor would be forgiven for thinking they’d walked into a language school or translation agency when walking into our reception. At any one time, three or four different languages might be spoken and our working day expands to fill every timezone.
New Moon has most recently been engaged by the South Korean city of PyeongChang to support their bid for the 2018 Olympic Winter Games and so we’re becoming experts in Korean food, entertainment and sport.
We truly do live in a global village and the talent of the UK creative industries is in enormous demand around the world. And the value to UK plc is a vibrant creative economy that is continuing to develop by absorbing and reflecting the diversity of the world that has become so concentrated on our tiny island.
Caroline Rowland is CEO of New Moon