CJRW Takes On Changes in Marketing Industry

by Luke Jones  on Monday, Mar. 10, 2014 12:00 am  

CJRW CEO Wayne Woods (Photo by Jason Burt)

CJRW CEO Wayne Woods said the company’s employee count “has ebbed and flowed as it has with most businesses over the past five years.”

Woods said that it’s still possible for CJRW to compete with the boutique agencies, and its shrinking employee count has more to do with changing technology than any chink in the agency’s armor.

“For one, there are technologies that allow us, and all agencies and companies for that matter, to make best use of our professional staff,” he said. “In essence, we are able to do more with less. And that’s something that we see not just in our industry but in all industries. It allows us to effectively control our costs while continuing to deliver the full suite of services clients want and need from a fully integrated marketing firm. Having that range of services and a cross-functional team approach allows us to compete with anyone, regardless of their size or range of services, or lack of them.”

Woods said the company doesn’t discuss the relative size of its clients, but “emphatically” denied that the agency is dependent on the state tourism account. “Speaking on behalf of our agency, I will say our staffing policy is based on what’s required to meet the needs of our entire client base,” he said. “Nothing more, nothing less. And that includes not only headcount, but also the expertise represented in our professional staff and the range of services we provide.”

And the agency still has the respect of competitors and former employees alike.

Bell, at Eric Rob & Isaac, noted that despite CJRW’s employee shrinkage, its business hasn’t slowed.

“I don’t think it’s a sign of the times for Cranford,” he said. “They’re growing in the ways they planned to grow. They’re doing well, maintaining relationships and picking up new businesses. So something’s got to be right.”

Rutherford said that CJRW’s 50 years in business shows its ability to adapt. He said, “I wouldn’t count them out.”

“It’s just part of the change,” he added. “It’s gone from the suit and coat and tie every day to blue jeans. Quite frankly, you’ve got to give CJRW credit for trying to adapt.”



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