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Interview with Louise Cooke Edwards
When & why was Media Machine International set up?
- As an editor and journalist, we launched media machine international as we had identified a need for a professional PR company on the Coast. I had worked here for 7 years before starting the company.
- What services does Media Machine International offer?
Our core business is press campaigns in local, national and UK press, with branding advice and support. We also publish marbellas.com, the leading online magazine in Marbella.
- What is your background?
I have a Spanish degree, and have been a journalist, editor and media specialist for 25 years. I started in women's magazines in London and imported my career to Madrid in 1988 when I worked on the launch of Hello! magazine, and wrote for Spanish Vogue, Cosmo, etc. I never planned to move to the coast but I was offered a fantastic opportunity as editor of Absolute Marbella in 1994, the most iconic glossy magazine ever seen here. Media Machine followed and was launched in 2000.
- Why did you choose to base the company in Marbella? What are the advantages & disadvantages of working there?
We chose Marbella as there was a niche market for PR for quality companies - and because we already knew just about every company in existence here and already enjoyed an excellent professional reputation.
The advantage of working on the coast is that the market is wide open - many products and services do not exist here yet, so it is the land of opportunity. The downside is that it is a very seasonal place, and most companies do not survive more than three years.
- What are the main concerns of clients when they approach your company?
How to make the most of their promotional budget and reach their target clientele.
What do you believe encompasses a successful PR campaign?
When a company is seen for the right reasons in the right media, generating interest and sales from the right people.
How do you decide how to approach the branding and profile of a company?
It all starts with the messages they need to convey to the public.
What kind of industries do your clients tend to work in?
Luxury goods, beach clubs, hotels, health & beauty - we are focused on promoting an inspirational lifestyle.
How does working in the Costa del Sol compare to working in the UK?
I feel that the Costa del Sol is brimming with opportunities, but there are frustrations such as finding reliable suppliers.
If a company wants to raise its profile and is considering approaching you, approximately what costs can they expect to incur?
With a press campaign, we would normally expect to make a company's promotional budget stretch around 10 times further than pure advertising.
How did you find the process of setting up a company in Spain?
Quite amusing - so much red tape and paper shuffling! You need to hire a good gestor!
Do you think the Spanish system offers enough incentives for those wanting to set up their own business?
For forward thinking industries, the Junta de Andalucia has many support systems to offer, including grants, office space, and funding. My biggest issue is with the high costs of Social Security when employing people - that seriously needs to change.
What advice would you give to women wanting to ‘go it alone’ here in Spain?
Do exhaustive research before investing in a new business here, learn the language, minimize your risk, and take it slowly. And most importantly, follow your passion, if you do what you are really good at, and really believe in, you have every chance of success.
(July 10)
