At combustion the target is relevance
EAN JONES visibly cringes at the mention of the cliché'small is beautiful'. He prefers 'relevance is beautiful'.
Whatever the case, as managing director of boutique agency Combustion Advertising Mr Jones reckons being a small, nimble outfit has helped him maintain close contact with his clients.
“Our model is not to be too big and not to be too small,” he said. “In that we are different to every other agency in this area.
“I don't think being large is an indication of success. We're not driven by having a huge client list, so we can have a lot of contact with our clients.
“The model works well because you can grow and contract according to the amount of work, and in this environment that's important.”
In the last couple of years, the Bangalow-based agency has mixed it with some of Australia's biggest agencies.
This year it was a finalist in the 2009 Australian Catalogue of the Year Awards for its work for The Cellar. It follows the three highly commended certificates in 2008.
“This year's award goes a long way to proving that being a regionally based, creative business is little impediment to doing really great work on the national stage,” Mr Jones said.
“When you have the complete creative confidence of your client, like we do with The Cellar and many of our other clients, it is imperative that you produce work that is of a national standard and not just something that's good locally.”
While other agencies have a relatively large workforce, Combustion consists of a full-time staff of two: himself and Matt Penfold.
Mr Jones has spent many years in advertising. After completing his university degree he won a coveted advertising scholarship that saw him work for Philip Adams and mentored by a host of other high-profile ad men.
He set up Combustion eight years ago after he moved from Melbourne and decided he missed the world of advertising.