Arnold 'JJ' Foote, who was elected president of the Advertising Agencies Association of Jamaica (AAAJ) on March 5, has signalled that the association will focus efforts on the creation of a watchdog body for the industry.

"High on our agenda is to re-establish the Advertising Standards Authority," said Foote.

The advertising executives, however, are keen on self-monitoring over policing by an outside regulator, according to a statement issued by the AAAJ earlier this month following the agency's annual meeting.

"With advertising communications under the increasingly watchful eye of the Broadcasting Commission and other groups, an independent body within the industry that ensures we all live up to the highest standards of communication is most necessary," said Foote, who works with the agency Advertising and Marketing.

Decline in sector

But even while he is focused on professionalism in advertising, Foote must also contend with a market in decline. In 2007, the advertising association estimated the sector's value at about $5 billion.

The Jamaica economy remains in a slump, likely eroding some of that value, and is expected to contract even further by 2.9 per cent this year, according to Planning Institute of Jamaica estimates.

Businesses, seeking to trim expenses in order to maximise returns, have cut marketing and advertising budgets. The result has been fewer ads for media, and less work for advertising agencies.

But Foote believes companies will be more inclined to emerge stronger through targeted advertising instead of less. He calls it a 'customised strategy'.

Customised strategy

"The first impulse may be to reduce advertising to try to cut costs. But your recognised agency partner will have the experience and industry knowledge to develop an effective, complete, customised strategy to keep your company name in the eyes and minds of consumers and ultimately enhance business," said the new AAAJ president. "Advertising is the fuel for the corporate engine that powers economic growth. We cannot overstate the importance of making that investment today and building your brand, so you will be that much stronger when the economy turns the corner."

Backing Foote is a new executive which includes Wayne Stewart (vice-president), Andrew Rousseau (immediate past president), Janet Creary (treasurer), Travis MacMillan (secretary) and counsellors Oral McCook, Monica Campbell-McFarlane, Michael Grant and Jean Lewis.

business@gleanerjm.com