ICE became independent in 1999.
“The plc was being bought out and they didn’t really want an in-house communications and design department,” said Jackson.
“We became ICE on December 6, 1999. We had 11 days to get out and find an office.”
The new ICE started out with £8,000 in capital and just one existing contract – for Kodak.
But it soon won a contract with Merseyside Fire Service and began its growth.
ICE’s turnover is this year set to reach around £2.8m, but Jackson expects the business to grow threefold in the time before he plans to leave the top job.
“We’re planning a very aggressive growth strategy,” he said. “We’d like to see ourselves in five years’ time as a company with turnover somewhere around £10m, and with 150 to 200 team members.
“We believe the market is coming towards us as a change and social marketing specialist.
“We’re focusing on the market that can best use our services and we’ll be a lot less scattergun.”
Jackson says ICE is well set to continue its growth as its public sector focus – up to 70% of its work – makes it more resilient to the credit crunch.
He said: “Even more significantly, we are now a leading, recognised organisation in terms of social change and communications management around that change – social marketing.
“Regardless of the economic conditions, the agendas are set for at least the next three years by central and regional government.
“Our order book is looking good. Our growth strategy is working. We will continue with something in the region of 8-10% financial growth this year. Our profitability will have increased this year as well, as we’re taking on more consultancy-based work.”
Jackson’s father, now 74 and retired, left the business when it became ICE. Jackson modestly insists he was not as good a photographer as his “fantastically good” parent.
He shows similar modesty when it comes to his business. Jackson wants his business to be the best, but is not keen on arrogantly shouting from the rooftops or dismissing his rivals.
“We’re deadly serious that we want to be first among equals,” he said. “We see our peers as very important to our credibility.
“I’m a believer in choice. Choice is like oxygen. I’m not afraid of our competition.
“We don’t want to be like Jose Mourinho, saying ‘I’m the Special One’. There’s some good communications companies out there. But we’re also a good – even great – communications company.”
ICE will soon be employing two nurses offering alcohol advice to support its campaigning work – a first for the business.
Having grown up in the design world, Jackson says he relishes the way he is now using his skills to make a difference in the community.
“We’re working with Spar supporting their campaign against under-age alcoholism,” he said. “That’s supporting social change in a private business.
“It’s bizarre how it can extrapolate when you start to think about it. It involves marketing, psychology, anthropology and creative outputs as well.
“I get up in the morning and do what I like doing, which for me is communications.
“Yes, we’re getting paid for it. But, more than that, we’re doing something that makes a difference to people’s lives. That’s a great position to be in.”
Q&A
Age: 39
Family: Lives in Bebington with wife Amanda and three children.
Highest educational qualification: British Institute of Professional Photography licentiateship, and Fellow of the Institute of Leadership and Management.
Proudest achievement: My eldest daughter is 16, my youngest 12, I’ve been married for 17 years and grown the business. My proudest achievement is that I haven’t dropped the ball yet.
Unfulfilled ambition: I’m putting together a list of 40 things for 40, I’ve got 33 at the moment. Some are as simple as shark diving. It’s about reaching my full potential in all aspects of life.
Best advice: You only get one shot at this, so enjoy it.
alistairhoughton@dailypost.co.uk
