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Industry Insight with Matt Clugston

Posted 5th February 2010

Welcome to the Industry Insights section of B-Hive. Over the next few months we will be interviewing some of Birmingham’s most successful PR, Marketing, Creative and Digital professionals – the B-Hive employers!

Today we’re talking about Digital Marketing with Matt Clugston, Creative Director at Clusta Ltd. 

What made you decide to support the B-Hive program?

The general worry in the creative sector is that all of the talent vanishes straight to London and we are keen to stop that from happening. We’re happy to support a scheme that aims to retain this talent as ultimately this will bolster the creative scene within Birmingham. From a selfish prospective we saw B-Hive as a good opportunity to look at prospective talent and employees and try and catch them before they disappear off to London.

The Birmingham Post recently reported that the recession may open doors for digital marketing, do you agree? If so how are you embracing this new business potential?

Yes. It’s clear that over the last twelve months that people have been pushing more budgets towards digital marketing. I don’t think that this has necessarily happened because people feel they will get a better creative output if they use digital marketing but instead because of digital’s measurability. In my opinion it is much easier to measure the success of digital marketing then it to measure that of print.

Clusta have embraced this new potential by steadily bolstering their digital capability, swell as websites the company also offer augmented reality, Iphone apps, social networking tools and a full post-production service. Over previous years Clusta has been gradually re-branding as more of digital agency, as opposed to a design agency that can do digital. In this business it is easy for lines to become blurred, for example, you might create a video for someone and then they assume that all you can do is video production. It’s important to position yourself correctly in the market. Over the years our clients are becoming more aware of our positioning and we are certainly conscious of this internally, our PR Company recently conducted an annual review which confirmed that we are now predominantly seen as a digital agency.

What’s the difference between web design and graphic design?

Well that’s a really difficult question to answer really as strictly there’s not that much difference. We’ve got designers working with us that produce both web design and design for print equally well. 

I think the real difference is the approach. It is definitely a lot more time consuming when you’re developing a website and you have to take a number of things into consideration. The key concern is the usability of the site and how easy it is for people to navigate around it. We call this the information architecture, and it’s a big consideration when undertaking design for any digital application. 

However, with all of the tools that are available to web designers nowadays, usability shouldn’t and doesn’t normally impact the design qualities of the website. Designers are now able to create websites that are just as beautiful as design for print. 

We’re interviewing Tim Gearey from Golley Slater next. If you have any questions that you’d like to ask Tim then please direct message them to our B-Hive twitter at


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