Andrew Lewis, managing director of the Image Group, who is also the chairman of the Jersey branch of the Institute of Directors, says that the islands have no need to fear either a cutback in advertising or the sort of economic downturn that such cutbacks often signal.
However, he says that companies are increasing their use of other strategies besides traditional advertising.
‘Advertising is traditionally seen as an economic barometer, but I think that with the explosion of new marketing techniques the relationship is no longer linear.
As in the UK, Jersey firms are spending a smaller proportion of their marketing budget on advertising, but what we haven’t seen is a reduction in the overall marketing budget.
