Find Advertising, Marketing and PR expertise in Guyana
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A small number of advertising, marketing and PR firms can be found in Guyana. Most are based in the capital, Georgetown. Most marketing and PR is conducted in-house. However, a small number of firms provide the opportunity for Guyanese businesses to outsource operations. Such firms aim to promote the services and products of their clients to both domestic and international markets and consumers. Diplomas in advertising can be studied at the Royal Academy for Career Development in Georgetown.
Amongst the main players, the global company Ogilvie & Mather operate their locally based affiliate Inglefield Ogilvie and Mather. Other locally based advertising and marketing firms, commonly incorporated in the country, include Creative Advertising and Marketing Limited, King Advertising Limited, Power Marketing, Ross Advertising and Astroarts International Marketing. A limited number of firms operate in the field of public relations, including Perception Public-Relations.
The World Economic Forum’s Global Competitiveness Report (2012-13) placed Guyana 79th out of 144 countries in terms of extent of marketing in the country, with a value of 3.9 out of 7, just below the mean of 4.1. This indicates that companies in the country are slightly less likely to use sophisticated marketing tools and techniques than average. In relation to buyer sophistication, Guyana placed 115th out of 144 countries, with a value of 2.9 out of 7, below the mean of 3.5, suggesting buyers are more likely to make purchasing decisions based on lowest price rather than on a sophisticated analysis of performance attributes.
Online advertising, marketing and promotional strategies are often popular options with businesses stretched by limited resources. Guyanese Business Online was launched in order to operate a more efficient advertising service for local businesses.
Advertising companies offer a variety of services including display advertising, newspaper and magazine inserts, web advertisements and sponsorships. Popular advertising slots are available on the government owned Radio Guyana, operated by the National Communications Network.
There has been controversy over the distribution of state advertising amongst the national newspapers, utilised as a form of press subsidy. The country has seven national newspapers and six other periodicals, which includes the government-owned daily, the Chronicle. The majority of advertising is based in pro-government newspapers.