Member Article

Berry Burgess of Armadillo Creative shares his expertise

How did Armadillo begin?

Armadillo was formed in 2006. I had spent nearly 30 years in mainstream Advertising as a Creative Director. I could see the marketing landscape changing, with the advent of Digital with SMS, Web and new forms of communication methods I decided the time was right to explore the digital side of marketing. A lot of people thought I was mad to leave traditional advertising, but I could see that the Digital route was an exciting area to be involved in.

What lessons have you learned running your business?

Being in business and running a business are two completely different things. Some of the key things I’ve learned are:

1. Never go into business with friends.

2. Don’t expect other people to have the same work ethic as you.

3. Adapt and change course with the wind.

4. People will let you down – deal with it and move on.

5. Get a good Accountant and Bank Manager!

What type of projects have Armadillo been involved in this year?

Armadillo is all about diversity, this year we have broke some new grounds in what we normally produce. We built an application that will be pre-installed globally on the new Samsung Smart TV. We’ve built a few mobile websites for clients, and Content Managed E-commerce website are almost the norm this year. We have built the North Tyneside Business Forum website as well as constantly upgrading and developing the huge ScS Sofas website. A lot of our work involves creating a brand and running that through from Brand Identity to website, brochures and E-Marketing.

How competitive is the digital industry in the North East?

The digital industry is highly competitive with many companies now branching out into the digital realm. One of the main aspects that makes this area more cutthroat is the amount of smaller companies and freelance agents who are able to offer a lower price to deliver the work.

Armadillo is a medium sized agency, our focus has always been on exceptional client service and providing full support throughout a project. Sure, we aren’t the cheapest agency around, but we certainly provide the highest levels of service and support to our clients’.

What advice would you give to clients seeking to select a digital agency?

Don’t seek ‘Best Value“ – which to many means getting everything they want at a rock bottom price. Where is the best value when the wheels come off? And they do come off! We’ve had to put a number of wheels back on this year! Oh, and K.I.S.S – Keep it simple, stupid! Don’t overcomplicate things. Remember it’s about them, not you. Too many clients try to say too many things and they end up creating a big ball of confusion. By trying to say to many things, you end up saying nothing.

What advice would you give to someone starting out in the creative business?

I would go back to what my first boss Harvey Roll told me nearly 5 years ago. “Your job is not to design – but to sell”. Once you understand that creativity has to achieve a response or a sale then the doors will open. Sell, sell, sell…and then sell some more.

What is the future for Digital in the creative industry?

The beauty with digital is that it is fast moving and at times unpredictable. Trends that we sometimes think may not take off, flourish and develop into a key way that we do or deliver business.

At the moment digital is moving at such a rate that no sooner do we embrace and learn it, then something else has overtaken it. Technology influences how we do business. The key to survival is adaptation. Movies can be bought and screened to a phone, Sony have also released the wrap around Cinema Glasses! We have QR codes and Smartcards and it’s only going to get better – and more advanced.

Everything stills needs an idea and when someone invents 3D digital holographic walking talking posters, Armadillo will be designing and building them.

Who knows what the future of Digital is – but I am excited to see where it takes us and will always aim to be at the forefront.

This was posted in Bdaily's Members' News section by Berry Burgess .