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the company grew compared with the same period in 2010. A
lot of time was devoted to being more proactive in the market,
with a focus on stronger marketing and a clearer presentation
of the business idea. During the second half of the year, high-
pressure pitches were produced, and about 15 new clients were
acquired while work continued on developing existing clients.
During 2011, six key people with special skills were
recruited; a digital producer and search-word expert, an
expert in search services, a digital designer, a sales director, a
key account manager, and a business area director for printed
media. Also, in 2011 jg Communication merged its two
offices and became a single agency in newly renovated prem-
ises on Kungsholmen in Stockholm.
The company is seeing increased demand for communica-
tion with the client’s own channels: the internet, social media,
pr, blogs, mobile and so on. There is also an increased need
for customized, strategic internal communication via intranets
and for communicative leadership. Video and other interactive
material are becoming increasingly important.
2012
The challenges and opportunities in 2012 will be to continue
to climb the value chain by showing the market even more
clearly that jg Communication is a strategic communication
agency, a major operator and a long-term collaborative part-
ner. This will also mean continuing to clarify the company’s
offering and being proactive in the market.
Media investment in 2012 will increase of 0.1 percent com-
pared with 2011. It would now appear that Swedish compa-
nies are not planning any cutbacks to their marketing budg-
ets. Internet advertising will increase by about 8 percent and
television advertising by about 4.5 percent.** The digitaliza-
tion trend will continue, and the major agencies and special-
ist agencies will be the winners. Everything will be increasingly
internationalized in the communication industry – the refer-
ences, the competitions, the people in the industry and the cli-
ents.*** jg Communication is meeting the changing demands
in the market by increasingly focusing on its offerings within
digital media. Judging by the market situation, it would
appear that demand for the services offered by the company
will increase by 1 to 3 percent, primarily as regards the inter-
net, video and social media.
•
* Institute for Advertising and Media Statistics [irm],
February 16, 2012/Q-report .
** Institute for Advertising and Media Statistics [irm],
March 2012/ Revised advertising and media forecast 2012.
*** Clas Collin, who produces Årets Byråanalys, the Annual Agency
Analysis, in Sweden.
bus i ness
edi torial communicat ion
“JG Communication has
continued to work in an
increasingly channel-
independent way,
to reposition itself and
to clarify its offering.”
henrik johansson, managing director,
jg communication
editorial communication
key figures
2011 2010
Net revenue (T€)
15 474 15 581
Operating profit/loss (T€) 487
–111
Employees (average)
117
121