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Advertisers lobby demands apology from eMedia

Published:Sunday | December 7, 2014 | 12:00 AMNeville Graham
Brian McCalla/Freelance Photographer Tyrone Wilson, CEO of eMedia Interactive. (at centre)

The Advertising Agencies Association of Jamaica (AAAJ) has taken umbrage at a comment from a young agency, in business now for six years, suggesting that ad services are too costly.

The association described the comment by Tyrone Wilson, the chief executive of eMedia Interactive Limited as, "irresponsible and potentially defamatory comments".

The AAAJ wants Wilson and eMedia chairman Richard Byles to apologise to all its members and related clients.

eMedia is not an AAAJ member.

Wilson offered a "no comment" on the demand for the apology.

Industry best practices

The AAAJ represents 15 member agencies in Jamaica, and was established in 1962. Foote emphasised that advertising agencies that are recognised by the AAAJ must meet strict criteria and employ an established baseline of industry best practices, locally and internationally.

Speaking on Tuesday at the launch of his company's new creative agency, Branded by eMedia Interactive, Wilson asserted that his company was "determined to drive costs out of the creative industry", while making the observation that "local companies are paying too much and getting too little".

AAAJ president Arnold 'JJ' Foote characterised the comment as "facile", saying, "We believe in adding value and maximising the efficiency of every investment we make for our clients."

Foote also charged that the comment served to broad-brush "a huge swath of Jamaican professionals as at worst, felonious, at best incompetent and their clients as hapless dupes".

Pressed on the cost element, Wilson pointed Sunday Business to other published comments made by him, saying eMedia has managed to execute assignments at 40 per cent of received quotations.

Foote, in turn, said costs are situational to the job at hand.

"The reality is that you can always do something cheaper. It doesn't mean that you are delivering what you want to get out of it. So you can shoot any commercial at a tenth of the cost of any high-end commercial. It doesn't mean it (will) look the same," he said, "or feel the same to the viewer."