Creative Times

Ruth Heritage hopped onboard the 9:28 to Euston with some of the North-West’s top creatives to capture their train of thought on the Big Smoke.

Manchester’s creative sector may be booming, but you just can’t resist the call of ‘old London town’ if you’re serious about success – so how do you capitalise on the capital?

Currently developing their reputation in London are graphic design agency True North. Their MD, Martin Parr, notes that London is where clients “who are excited by graphic design and expertise” are based, and what’s more, he sees a higher concentration of potential clients that are “receptive to good graphic design” in the capital than he does at home in Manchester. For him, the occasional Pendolino journey will suffice. Looking down the line, the client relationship management could relocate, but their creative team couldn’t operate outside Manchester’s unique creative space.

Bill Green from Funnel Creative (another agency seeking more clients in London) successfully manages their clients through regular meetings and email contact. With new business gained through targeted networking in London, a speculative move to the capital would be pointless. Manchester is cheaper in terms of print, operations and logistics - costs that carry to the client. Companies “up their game” working with London clients, feeding into the work they do elsewhere – so Funnel’s next logical step would be international, rather than taking a second UK office in the capital.

Companies 'up their game' working with London clients, feeding into the work they do elsewhere.

Web-designer Tim Harbour works with mainly London clients from his countryside home. Networks, specialist knowledge, quality products, and word-of-mouth recommendations are crucial for building up his business, taking time and ground work. Having started his business in London, he has no intention of moving back: “I’m happy - the quality of clients pushes my work. Hot-desks are accessible solutions. But meetings are often a waste of time on both sides – it can be an advantage having fewer!”

However, taking on a London studio has worked for four23’s Warren Bramley, who cites it as preferable to “fighting for a consistent wi-fi signal in Soho coffee shops” when commuting. And whilst “clients wanting you on the doorstep is outdated”, the move does hold “obvious client benefits”. Yet it is four23’s staff who really benefit from the dual location: they can move with their partner without moving jobs, simply try it out, or even just work from ‘Office Two’ on the Friday and Monday of a weekend away.

One thought unites these creatives. If London-folk want to romanticise that people in the North-West are ‘flat-cap wearing black-pudding eaters’, and that nothing happens outside the M25 – let’s capitalise on it. As Bill suggests, savvy operators can work with this: “London clients can feel that they have found something ahead of the game working with a Manchester company”. Martin also has a word of warning: “start-ups should ensure their eye is on the long game, the quality portfolio they want, and not just take on clients to keep the turnover on-track. Take the opportunity to do great work and build a profile.”

W: www.funnelcreative.co.uk
W: www.thisistruenorth.co.uk
W: www.uc48.net(Tim Harbour)
W: www.four23.net