‘Job is only half done,’ says Marketing Derby chief

The managing director of inward investment organisation Marketing Derby has told TheBusinessDesk.com that he’s in it for the long-haul and that his job is only half done.

John Forkin, who recently celebrated 10 years in charge of Marketing Derby, says he has not intention of leaving a job he “loves”.

“We’re only half-way through the plan,” said Forkin, “and it’s a case of ‘so far, so good’ but we’ve still got a long way to go.”

Marketing Derby blazed a trail for inward investment organisations when it was set up a decade ago. It is made up of ‘Bondholders’ who are partly responsible for funding the team, and is in essence a private company. Forkin believes this has given it a crucial advantage.

“We’re a different organisation to most other inward investment organisations in that because we’re private we’re able to duck and dive a bit more – we can follow our nose. We’ve also been able to employ people who are business-driven.

“We’ve also changed over the last five years. When we started it was all about creating a narrative – now we’ve moved on from the pretty pictures and fantastic facts, but below the bonnet is where 80% of our work is done.”

Forkin acknowledges that Marketing Derby may have been a blueprint for other similar organisations around the country. Invest in Nottingham is currently being taken private and will form part the new Marketing Nottingham and Nottinghamshire team. Forkin thinks they’re on the right track.

“Nottingham is doing the right thing,” he said, “and local agencies should and are becoming a lot more mature about how they relate to each other. Yes, there is competition, but there is so much more collaboration. For example – next year there will be a whole Midlands stand at MIPIM.”

Turning to the Midlands Engine concept, Forkin said: “It will work if we make it work. It’s a big opportunity to raise the region’s profile. We can’t all be sitting around worrying about what will happen to our jobs if the Midlands Engine takes off.

“My drive is to drive investment into Derby, but my judgement says we should be promoting the Midlands Engine. We’ll get more enquiries by being together.”