Revamp sees BJK&E launch 'business first' positioning

The WPP-owned UK agency BJK&E is positioning itself under the banner "business first", with the remit of putting advertisers' business goals at the heart of communications planning.

The repositioning is the outcome of a restructure that saw the scrapping of media specialisms within the agency and the creation of a virtual marketing offering called Cortex.

Last summer, BJK&E also disbanded media planning and buying specialisms and integrated them into the agency. It then created Cortex as a collaborative effort between BJK&E and companies from the broader marketing arena, such as PR and event management.

According to Tim Irwin, the joint managing director of BJK&E, the restructure was designed to enable the agency to talk to clients about business problems that may or may not be derived from media solutions. The "business first" proposition is the culmination of this restructuring.

Irwin said: "Everything we've tried to do is about putting our clients' business first and, in the past year in particular, we've found ourselves having bigger and better conversations with our clients from within and outside the marketing department about their real business issues. In that time, we've developed countless solutions, both communications and otherwise, that have directly added value to our client's businesses."

Richard Parsons, the commercial director of BJK&E, added: "Today, customers demand a more intelligent approach to their business - one that starts with the problem, not the solution. We offer them tailor-made programmes that deliver fully quantifiable results."


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