Advertising guru, Foote, reminisces
Published:Saturday | July 24, 2010 | 12:00 AM
Philip Hamilton, Gleaner Writer
Arnold Foote Sr, a former president of the Advertising Agencies Association of Jamaica (AAAJ), was honoured by the association on Wednesday, for his contribution to the advertising industry over the past 50 years.
He was first appointed president of the association in 1968 and served 14 terms in that post on various occasions.
In a Gleaner interview, Foote acknowledged being very surprised at Wednesday's awards function when he heard his name called and a special citation was presented to him for outstanding work to the industry.
"Believe me when I tell you I had no idea this was taking place. It was a total surprise," the seasoned executive said.
Foote had praises for the Media Association Jamaica, describing it as one of the most important organisations in the country.
"It protects our democracy, it protects our freedom of speech, and it protects, among other things, the AAAJ's freedom of commercial speech," said Foote.
"When I look at over 40 years and see the fantastic growth in the media association, I feel proud of what has been accomplished and the great impact it is having on our country and our people," said the former advertising and marketing executive.
The early days
Foote, whose company, Adver-tising and Marketing Limited is now run by his son, J.J. Foote - current AAAJ president - and daughter Kimberly, began his career as advertising and marketing manager for GraceKennedy, prior to starting his company in 1964.
"When I started, there was only The Gleaner and RJR and later JBC television. There was also cinema advertising and a small number of outdoor advertising. It has really grown," said Foote, acknowledging the increasing numbers of alternative media sources now in operation.
He recalled at the time, local advertising agencies, which were competing with foreign-owned advertising companies in Jamaica, were at a disadvantage. He explained that unlike their overseas counterparts, they were not earning 15 per cent advertising commissions from media houses, despite doing the same business.
Additionally, there was also the perception among some businesses that the local advertising companies could not deliver the same quality of work performed by the foreign agencies.
During Foote's tenure as AAAJ president in the late 1960s, the association fought for and won parity with advertising commissions earned by foreign agencies. Local advertising companies also proved to the business sector that they were just as good as their overseas contemporaries.
"The Jamaican agencies had to perform and deliver better service than their overseas firms in order to earn the confidence of Jamaican businesses," said Foote.
In 1969, Foote established the AAAJ awards in an attempt to develop professionalism in Jamaica's advertising and marketing sector.
Few concerns
Although pleased with the major developments that have occurred within the sector over the years, Foote expressed concerns about the quality of service and professionalism now being provided by some new media entrants, noting that some were more interested in price than professionalism.
"The AAAJ used to approve the new agencies and media entrants. We, as an industry, owe it to our clients to make certain they get professional guidance, advice and work so that they can make the best use of their advertising dollar," he said.
Despite no longer being involved in the day-to-day running of the family-owned business, Foote is frequently called on for advice when certain problems arise.
"Advertising is a hobby. It's my life, and communications is what I do. It's not work for me, as I live it and breathe it," said the advertising guru.
Foote also is of the view the awards should be extended to include journalists and columnists.
"What makes media are the people in it, not just the people that sell and give you the service," said Foote.
"People read a newspaper for particular columnists and go to particular programmes on local radio and television because of the people. The more listeners you can get is the more people we can reach."
Foote, who is also president emeritus of the AAAJ as well as dean emeritus of the Consular Corps of Jamaica, has also been honorary consul general for the Republic of Turkey since 1995.
At the World Congress of Consuls held in Izmir, Turkey, last year November, Foote was re-elected president of the International Federation of Consular Associations (FICAC), a position he held between 2006 and 2009.
He was recently bestowed with the FICAC Star, the highest consular honour awarded by the World Federation of Consuls.