Video might have killed the radio star, but for a production company from Norfolk it could be Tik Tok that poses the next challenge. 

A lot has changed in advertising since the 1980s and nobody knows that better than JMS Group. 

Wymondham & Attleborough Mercury: Editing an ad for Wheatfen Nature Reserve at JMS, 1987Editing an ad for Wheatfen Nature Reserve at JMS, 1987 (Image: JMS)

The studio has been producing radio and TV adverts from its headquarters in Hethersett for 40 years this month - creating commercials for some renowned Norfolk brands including Roys of Wroxham, Anglian Home Improvements, and Orchard Toys.

Now run by Francesca de Lacey and original founder John Mounford’s son, Tom Vaugh Mountford, the firm has had to reinvent itself countless times to keep up with consumers’ changing habits. 

READ MORE: A rare glimpse into Norfolk's ad archive of the weird and wonderful

Ms de Lacey said one of the biggest shifts had been from audio to video.

Wymondham & Attleborough Mercury: JMS founders 1983 - John Mountford, Carl Goss, Peter SmartJMS founders 1983 - John Mountford, Carl Goss, Peter Smart (Image: JMS)

She said: “When the company first started it was 100pc radio adverts, which went down to about 70-80pc in the first decade. 

“Now only about 25pc of our output is for radio."

And while TV is still a big platform for JMS adverts, the director said AI-informed technology was transforming the industry and helping local businesses connect with a whole new customer base. 

Wymondham & Attleborough Mercury: Tom Vaughan-Mountford [Production Director] and Francesca de Lacey [Managing Director] of JMSTom Vaughan-Mountford [Production Director] and Francesca de Lacey [Managing Director] of JMS (Image: JMS)

She said: “Things like AdSmart from Sky allow our clients to select exactly who they want to see their adverts based on things like location, age, gender, whether they have kids, a dog, whether they’re homeowners.

“That targeted approach is helping to level the playing field for businesses that can’t afford huge national campaigns.”

But while Ms de Lacey said advances in technology were generally positive for the industry, she added that smartphones and user-friendly editing software were making it easier for businesses to create their own adverts.

Wymondham & Attleborough Mercury: JMS filming a TV commercial for Chums - Potters Resort, Hopton, 2023JMS filming a TV commercial for Chums - Potters Resort, Hopton, 2023 (Image: JMS)

She said: “With social media it is easier for brands to get their name out there without going down the traditional advertising routes. 

“That being said, they don’t necessarily understand how to compress a message into 60 seconds, or how to convert viewers into customers.

“People still recognise the value of having a professional studio on their side.”