Advertising firm AAC Saatchi & Saatchi Bermuda has hired a Bermudian as its new business development director.Rebecca Hanson recently returned home to Bermuda after working in the UK for nearly five years. During that time, Ms Hanson worked for a number of different marketing firms including JWT, Wunderman and Blue Hive. She worked on accounts for such clients as Nokia, Land Rover and Ford Motors.Since her return to the Island, Ms Hanson has been working as the electronic communications manager for Bermuda High School.When asked what brought her back to Bermuda, Ms Hanson said there were three reasons — family, weather and opportunity.“My family are all in Bermuda and it was time to come home. Also, the weather in London is dismal and the commute would give you nightmares! In sunny Bermuda Johnny says hello to me every morning; I can't think of a better way to start the day,” she said.“Yes, times have been difficult and many companies have outsourced their work off island or decided to market in house, but I believe in the next five years we will see a shift back to advertising agencies,” she said. “What companies like AAC Saatchi & Saatchi do very well is help companies grow by thinking strategically across multiple platforms and targeting the right people, with the right message, at the right time.“Its not enough to just do a radio ad, you have to reach the customer over a variety of touch points with a clear, actionable message.”Historically, in economic downturns, marketing budgets are among the first to get cut. It’s no different in Bermuda where the recession has forced many businesses to cut back on advertising, direct marketing and public relations efforts. But Ms Hanson says that in tough times, there are opportunities for businesses to tell their story.“By sticking your neck out when other brands are buried in the sand you will stand out from the crowd. You may not see immediate gain, but by keeping your brand at the forefront of the consumer’s mind when they come to spend, they will choose you,” she said.“Bermuda is a unique marketplace. Local brands need an agency that knows their customers and how to reach them,” she said. “By using a local agency, you are helping the economy by buying Bermuda at every level.”It used to be that the business with the most advertising dollars would usually win, but social media has become a great equaliser for small businesses looking to compete. Ms Hanson says social media is also a cost-effective way for small Bermuda businesses to build their brand.“Social media is very important to Bermuda, especially for small businesses. It costs very little to set up and only your time to run. It allows you to start an immediate conversation with individuals and is great for building brand awareness and loyalty,” she said.“However, if done incorrectly it can have a negative effect on your brand. It’s not enough to just make a Facebook page; it has to be on brand, interesting, relevant and updated regularly.”AAC Saatchi & Saatchi have a staff of 13 here in Bermuda. They work on a handful of accounts and have done everything from branding for BF&M to signage for AS Cooper and Sons to creating a memorable presence for Bermuda at the 2012 RIMS (Risk Management Society’s) conference in Philadelphia.Ms Hansen says they’re a local agency with a global reach.“With today’s technologies and connections, we can offer our international clients enhanced services and flexibility by using our Saatchi & Saatchi worldwide network.”In this rapidly changing, increasingly digital global economy we’re living in, Ms Hanson says businesses in Bermuda need to stay on top of the trends to survive.“The future of advertising in Bermuda will be dependent on brands getting more socially savvy, thinking more strategically about communication and forging real connections with their customers. The ones that do will see the return on investment, the ones that don’t wont be around much longer.”