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There are many businesses in Malta offering marketing, public relations, and advertising services to a range of sectors. The advertising and marketing industry has become increasingly competitive due to rapid economic development. Domestic marketing and advertising firms include Logix WE Advertise, BRND WGN and Lighthouse Marketing. There are also Maltese arms of multinational companies such as Media Consulta Malta and Ogilvy Malta, part of Ogilvie & Mather Worldwide. These companies deliver services such as online marketing, targeted advertising for Maltese enterprises, and public relations management. The country also has numerous integrated marketing communications companies. Prominent amongst these is BPC International Limited, the longest established marketing and communications agency in the country.
The Maltese branch of the global International Advertising Association is recognised by the Maltese government as the official industry body. It promotes and represents the interest of the advertising industry in the country.
The World Economic Forum’s Global Competitiveness Report (2012-13) placed Malta 46th out of 144 countries in terms of the extent of marketing. The islands were given a value of 4.4 out of 7, above the world mean of 4.1, indicating the slightly greater extent to which companies use sophisticated marketing tools and techniques compared to average. The country scored slightly less well in relation the buyer sophistication, with a value of 3.6 out of 7, placing it in 60th position. Coming just above the world mean of 3.5, the country finds itself in a middling position between countries in which buyers base their decisions solely on price and those in which decisions are based on a sophisticated analysis of performance attributes.
Various sectors, particularly financial services, IT and tourism, have seen greater expansion and have drawn in an increasing number of overseas brands to relocate or tap into the Malta market. Consequently the growth of the advertising industry has been particularly beneficial for these sectors.
Press advertising has been affected by radical changes in the newspaper industry, which has suffered from dwindling readership due to the rise of the internet. Increasingly advertising has been concentrated among major news agencies which depend on a limited advertising pool.
The advertising industry has evolved in response to recent technological advances. The advertising and PR agency Strategic Communications pioneered the use of Quick Reaction codes in its clients’ advertising campaigns, in response to the growing number of Smartphone users on the islands.
The marketing industry is also advancing with technological change and increasingly marketing firms are offering inclusive digital and social media campaigns.