Prince Edward Island firm takes on new investors and expands globally

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10 P.E.I. jobs affected, but company expects more coming

Advantage Communications president and CEO, Kent MacPhee, talks to potential employees during a job fair in Amherst, N.S.

Charlottetown-based Advantage Communications has announced its new partnership with Jamaica-based ICD Group and expansion into Kingston, Jamaica.

The P.E.I. company has sold a 50 per cent stake to the privately held ICD Group in Jamaica and has opened its first operation outside of the Maritimes.

The move will see about 10 positions affected in Prince Edward Island.

“We are fiercely proud of our Canadian roots and heritage but also fiercely excited about the opportunities this will bring to our company,” said Advantage Communications president and CEO Kent MacPhee.

“It will help us grow both locally and globally in the long term. On the short term, it will affect about 10 positions in P.E.I. but with new programs set to launch in P.E.I. in the new year, they will be very temporary.”

 The strategic partnership positions Advantage Communications in a high potential near shore market and opens itself to new global opportunities, said MacPhee

“We are thrilled for this new partnership and the growth it enables us to pursue,” he said in a news release.

“We conducted a thorough due diligence of many global markets and Jamaica came out on top and is currently ranked by industry insiders as one of top three business process outsourcing markets in the world.”

MacPhee noted there is growing demand in many major markets, and in particular the United States, for near-shore call centre services.

“The Jamaican workforce lends itself to that by virtue of its cultural affinity to the USA and the ability for employees to adopt a neutral accent that is easily understood,” said MacPhee.

Advantage Communications was founded in Charlottetown in 1996 and has expanded into five communities including three in Prince Edward Island. The company headquarters are in Charlottetown and currently employ more than 400 people.

ICD Group’s core businesses are in construction, insurance and property management. It is the parent company of British Caribbean’s Insurance Company and affiliate, CGM Gallagher Insurance Brokers Jamaica Ltd and West Indies Home Contractors Ltd.

Organizations: Advantage Communications, ICD Group, MacPhee.Advantage Communications Gallagher Insurance

Geographic location: Prince Edward Island, Jamaica, Charlottetown Kingston United States Caribbean West Indies

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Recent comments

  • candrayo
    January 05, 2014 - 20:48

    Jamaicans are all too proud to let us know how eager our Government is to employ them in our Country…and all the bonuses they receive to come here…..always makes me go hmmmmm every time I hear a tale while there.

  • Skeptical
    January 05, 2014 - 19:36

    I think that Advantage will regret this marriage!!

  • Skeptical
    January 05, 2014 - 14:59

    This is a marriage that Advantage may live to regret!

  • Nor'easter
    January 05, 2014 - 00:59

    So the key word here is near- shore, meaning this not aloud on land. You have to be out at sea to use this, but I may be mistaking. If this true it is almost worthless.

  • Ryan Pineau
    January 04, 2014 - 20:43

    Congratulations Kent et al!!