Net effects

INTERVIEW/Darren McGrath, Brando: THE INTERNET has changed forever the way consumers use the media - and so advertising agencies need to change the way they approach that challenge for their clients.

That was Darren McGrath's guiding principle when he and his business partner, Brendan O'Flaherty, started their award-winning agency, Brando, in September 2005, and the past three years have confirmed his view.

"Media consumption has changed completely," says McGrath (35), Brando's MD. "It has become much more fragmented, largely because there's so much more choice. But the fact remains that advertising agencies still need to reach those consumers - and reach them in a way that's relevant."

The key, he believes, will be digital advertising, essentially advertising delivered digitally online - though he accepts that television remains, as he puts it, "the first reference point for most people".

What he means is this: "The most important thing for a creative agency is to develop compelling ideas which work right through all the different channels that are now available to deliver them.

"Before, it was just the 30-second TV advert combined with radio and print. Now the same idea has to work right down the line, for everything from conversation to blogging to message boards to video for an online ad.

"Ideas can no longer afford to be as one-dimensional as they used to be. If they are, they simply will not reach the audience they want to reach. And because the impact of online advertising can be so easily measured, their success or failure will be very apparent." The recent IAPI (Institute of Advertising Practitioners) Advertising Effectiveness Awards underline the effectiveness of Brando's approach.

The company won not one but two silver awards, in the IT, telecoms and digital category and for best new product launch.

That success is reflected too in Brando's growing turnover over the past three years. "Our turnover for the first two months was actually zero," recalls McGrath, "which is a bit scary when you've just left your old job and are trying to establish a new business".

"That turnover has since grown to € 1.5 million for 2007, with around € 2 million expected this year. At the same time, our staff numbers have shot up from two to the 15 people here this morning.

"In my view, those figures reflect our belief that to reach today's audience demands a mix of the traditional approach and the digital approach. That's why we describe ourselves as 'tradigitalists'.

"The other thing that's different about us is that our creative teams are fully integrated with our programmers and technical designers. I believe we're the only agency in the country that works like that. It's what allows us to deliver compelling campaigns that work on every level."

Interestingly, McGrath doesn't believe that digital advertising campaigns are, by definition, suitable only for targeting a younger age group - and that's a view that's been formed close to home.

"It's a matter of degree," he maintains. "For instance, my parents are in their 60s and retired. But when they travel, they always use websites such as Tripadvisor.com or Mapquest.com. They use e-mail. They use SMS. Sure, a 21-year-old student will consume more digital media, but I wouldn't rule out the older demographics at all."

So while he accepts that no business sector is immune from the chill winds of recession, he believes that Brando will continue to expand. "Our main problem is a severe lack of digital skills," he replies.

ON THE RECORD

Name:Darren McGrath

Company:Brando

www.brando.ie

Job:founder and managing director

Age:35

Background:Before setting up Brando in September 2005 with his business partner, Brendan O'Flaherty, McGrath was internet commercial manager with BT Ireland.

He has also been a director of IAB (Interactive Advertising Bureau) Ireland and was a founder member of JNIR (Joint National Internet Research), established by IAPI.

Inspired by:US advertising agency Fallon . . . and Denis O'Brien, who owned Esatclear.ie when McGrath worked there. "He was excellent at teaching people how to problem-solve. When a client wanted something, the answer was never 'no'. In the same way, advertising agencies have to solve problems for their clients."

Challenges:Finding enough staff with digital skills to allow Brandon to continue to expand over the next few years - and convincing clients that digital is the future of advertising.