Bringing Innovation to Adverts Market Is the Perfect Sales Pitch; Rubix Advertising Celebrates First Year Success as Turnover Is Double Firm's Expectations

Article excerpt

Byline: Graham Henry

RUBIX Advertising was formed in the midst of a recession by a man who wanted to offer people access to advertising across several sectors.

Matt Jones founded the mediabrokering company in March 2009 with his fiancee Sally Richards, having worked in media advertising for eight years.

The Cardiff-based mediabroker has amassed pounds 2m worth of projects in the first year of trading and now books an average of pounds 50,000 of advertising space each week.

Among its portfolio of clients are the Cardiff Millennium Stadium, Bravissimo, the National Museum of Wales and South Wales Police.

Managing director Mr Jones, 27, joined the Welsh Guards after leaving school in Newport in 1998. After four years of Army life in harsh terrains, he came back to Wales and joined Halifax bank in financial sales.

He later joined the South Wales Argus newspaper in advertising and continued to work in media sales, working for the Welsh Recruitment Magazine and Red Dragon FM.

Unlike in-house advertising, Rubix has exploited several different mediums for advertising to appeal to a wide range of clients.

"Creating advertising space or buying a campaign on radio is expensive, but I can position them outside of traditional mediums - outside train stations, using street stencils - we can be so specific, that's what makes us different from the nationals.

"You can have an advert that interacts with an audience. If you have got a promotional team for Clinique, they can interact with the target audience. You can buy a billboard campaign, but you can't smell it.

"When you work for one media organisation, for a newspaper or radio, you are naturally biased in favour of that organisation when you are selling advertising, even if it is not exactly what the customer may need."

The company's market performance has responded accordingly, with a turnover after its first year of trading of pounds 1.5m, which was double their expectations.

While the recession has made trading difficult, Mr Jones admits that the biggest challenge has been gaining customers' trust as a startup company.

He said: "Our turnover for the first year has been double what we expected, which is great, so we are looking to expand and are preparing to open a Bristol office by the end of next year.

"But initially the greatest difficulty was getting people to trust in the way we do things - we aren't going down the traditional route of advertising and people fear loss massively, especially during a recession. The only way we could gain their confidence was demonstrating that our methods can save them more money than the way they were doing it for 20 years."

He said: "I don't want the company to become 'too national', I want to maintain a personal service as that is one of our strengths. We do look to expand, but it will not be too rapid."

While the recession has bitten hard and brought tough times for other businesses in the industry, Mr Jones claims that his company has actually benefited from the recession as his methods mean that customers looked to Rubix to save money during the downturn. …