News that The New Millennium Experience Company is looking for nine
locally-based consultancies to publicise its activities in the regions
represents a welcome change of direction in a communications campaign
that has to date been London-centric and highhanded.
Any attempt to divert attention away from the Greenwich-based Millennium
Dome can only be beneficial. A Gallup poll earlier this year showed that
a majority of the public feel no involvement in the Millennium project,
with many complaining that the Government had never asked people how
they wanted to celebrate.
By taking a more local approach, the New Millennium Experience Company
has an opportunity to gain a ’licence to operate’ in these
It is also good news for ’regional’ consultancies. Many agencies
operating outside of the M25 perimeter claim national and international
status, but by playing down the importance of their location they are in
danger of failing to spot an important new area of opportunity.
Organisations are increasingly under pressure to take responsibility for
their impact on the communities in which they operate. But if corporate
responsibility only consists of a one-way dialogue companies will never
gain public trust.
There is now a real opportunity for ’regional’ consultancies, armed with
an in-depth knowledge of local community concerns and media
infrastructures, to facilitate a valuable channel of communication for