Oral McCook - File
Hear the name Oral McCook and the advertising world usually comes to mind first.
But the spiritual side of OGM Integrate's managing director is far more riveting. Growing up in a Christian home (his father, the late Rev Leslie McCook, was a Pentecostal preacher), he made the formal commitment to Christ in high school and has never looked back.
He has no difficulty in balancing his Christian beliefs with rules of business. The managing director of OGM Integrated, which won The Gleaner's Top Billing Agency award in February, discussed issues in an email interview with Flair.
"My relationship with God is not a secret," he says simply. Clients all know that because of his principles, there are some accounts he will not support, such as gambling, strong drink or tobacco.
"That's a position we've taken as a company. If we would not use the product, we do not believe we should help to promote it," he reasons. In fact, he is unfazed by the possibility of missing out on potentially lucrative contracts. "God will help us to be viable with that position," he says of the stance. His clients also know that OGM will only advertise the truth. At the three OGM offices (Trinidad and Tobago and St Lucia being the others) there are Monday morning devotions.
"This helps to focus the organisation on Jesus Christ ... He is the source of our strength," he says.
While attending the College of Arts, Science and Technology (now the University of Technology), McCook was elected president of the institution's Universities and Colleges Christian Fellowship (UCCF) and the National UCCF Movement, organisations he still supports.
It was from these college ties and the individuals with whom he worshipped that they formed the Hope Fellowship Ministries for which he is director of stewardship with responsibility for overseeing ushers and other duties.
Flair: Why did you choose this career path?
Oral McCook(OM): As a student of marketing, I was fascinated to learn how advertising could be used as a tool of marketing and a means of achieving such strategic objectives as building market share, generating positive corporate image and driving brand loyalty and support. I was struck by the energy and excitement of the field and how it could accommodate the most creative ideas. For me, it is one of the most dynamic professions anyone can imagine!
This love of the profession was inspired by my lecturer, the late Lloyd Edwards, who made marketing and advertising come alive for the students in my year of the degree programme. In fact, it was Edwards who encouraged me to pursue an advertising career and referred me to McCann Erickson where I worked for 15 years.
I was also privileged to meet some of the most brilliant leaders in the field of advertising in Jamaica while I was a student. They helped to reinforce my passion for this profession.
Have you ever been asked to take on a client/account that is in stark contrast to your Christian principles. If so, how did you handle the situation?
OM: Yes, I have been offered advertising contracts by organisations whose products are in contradiction to my Christian beliefs and moral suasion. In each instance, I have graciously declined the offers - with explanation. Many business people would think twice about taking such a stand, especially when the business is a fledgling one, but I am humbled by the fact that, on each occasion, my reason for declining the offer has been met with great respect.
How do you see the current economic crisis affecting the advertising business, in general, and Jamaica, in particular?
OM: The economic downturn will no doubt require that all businesses pay closer attention to their costs and take more stringent measures to ensure they get value for money. It also means that they have to be more proactive in securing and retaining customer support aimed at building market share. So all business operators will be forced to be more cost conscious and - where necessary - do more with less.
However, I believe the advertising profession will be a part of the solution to the challenges which will result from the downturn in our economy. So members of our profession are expected to be even more active on behalf of our clients this year, even within the financial constraints that each company will experience.
Is there any truth to the saying that people (have to) advertise more in bad times?
McCook
OM: Our client relationship has always been focused on delivering value at the end of the day and there should be no doubt that if strategic advertising efforts are important in good times, they are even more critical in difficult times. However, if there was any question about this in the past, the recent reports of the effects of the advertising choices made by General Mills and Kellogs, as published in the February '09 issue of Advertising Age - the leading industry publication - provide a compelling reminder. An example is cited where one company reduced its advertising budget in response to the crisis and lost market share, while the other increased its advertising spend and gained market share.
What strategies are you employing to cope with the economic downturn?
OM: OGM Integrated Limited is constantly evaluating the local and international financial situation and we endeavour to respond to changes. So far we have successfully taken steps to reduce costs in areas that do not affect our client support or impact our creative strengths as an agency.
How are the other two locations outside of Jamaica doing and how do you divide time and resources among all three?
OM: We have a full-service agency in Trinidad and Tobago and a smaller operation in St Lucia. We have been getting good support from our clients in those territories and we have been fortunate to establish good working relationships with the media in those countries.
Our approach was to transfer a strong core team from Jamaica to both Trinidad and Tobago and St Lucia, and they have used the operating models we have built at our main offices in Jamaica and adapted them to the needs of the respective markets.
In addition, both offices outside of Jamaica have access to our creative teams in Kingston to augment their teams when necessary. Along with my business partner and the company's chief operating officer, Everton Patterson, I travel to both countries to meet clients and partners and sit with our team members in those offices. But I must say we are fortunate to have excellent, hard-working and committed teams located in both places.
How do you balance work and family time and are you grooming the children to take the business further into the 21st century?
OM: The children will be encouraged to make their own choices about their professions, although they are all exposed to the work of OGM Integrated and what we do. My family is at the centre of my life and I spend all the time I can with my wife, Christine, and our children Jason, Danielle, Lesley and Joelle.
If you were not in this business, what would you be doing?
OM: Manufacturing. I operated a leather product company for many years and enjoyed the experience of making items that were of excellent standard and quality and were valued by consumers.
What lesson of value have you learnt from your late father that you are passing on to your children?
OM: The value of truth, honesty, integrity, compassion and generosity to others on a foundation of true Christian values and commitment.
What gives you joy, pain?
OM: My family gives me joy. Christine, the creative force; Jason, the artist; Danielle, the poet; Lesley, the dancer and Joelle, the singer. Time spent in the country with my family is a great source of joy also.
To me, the loss of a loved one and knowledge of suffering of vulnerable persons equal pain.
Jamaica has many problems; name one that upsets you and could you offer a possible solution to it?
OM: There is a crisis of values in this country, resulting in the loss of some of the basic principles that our parents and their parents held dear. This means that our institutions now have the responsibility to focus on building character ... beginning with the family, our schools, clubs, churches and centres of culture. Each person of goodwill must make it a point of duty to seek to influence those who have lost these important values. We must do this in a sustained manner, applying patience and, if needs be, one individual at a time.
Public relations practitioner Carmen Patterson contributed to this article. Send feedback to barbara.ellington@gleanerjm.com