Charles Xuereb writes:
It is with shock that we mourn the passing away of Joe Brockdorff, affectionately known as JB, considered to be one of the pioneers of organised advertising in Malta, founding a media organisation as early as the 1950s. JB and BPC, his groundbreaking advertising agency, are synonymous with high standards, impeccable service and integrity.
The media community in Malta salutes one of its early visionaries of an industry that was to grow rapidly into a bubbly landscape of activity, ranging from print to electronics. Joe’s early inclination towards the media started perhaps when, as a youngster, he participated in radio broadcasts on Rediffusion, later to be passionately and enthusiastically drawn towards promoting brands in Malta and overseas, especially in pre-Gaddafi Libya, when giant oil companies were marketing their wares worldwide.
His training in the milieu of fierce competition and international outlook gained him a reputation of entrepreneurship that preceded his most able handling of accounts for major businesses and so many franchises on the island.
While advertising will remain his major legacy for many years to come, JB’s sense of enterprise and acumen led him successfully into adjacent fields such as media production, PR and printing.
He also undertook other initiatives to raise journalistic standards and recognise excellence in the field. He associated BPC with the Journalists’ Award for more than a decade, dedicating time and funds for its propagation, braving the early teething years of the Journalists’ Institute, now better known as L-Istitut tal-Ġurnalisti Maltin.
His early association with filming of commercials and different genres of television production in one of Malta’s biggest TV studios in Ħamrun – Audiovision Productions – saw the launch of several successful TV projects, some of which survive to this day.
Joe conducted his business in a calm and responsible manner, shying away from the centre stage and allowing the limelight to fall on his clients. During the years I spent managing Audiovision Productions, his long-term planning, perceptive eye for detail and assertive leadership rubbed off on me like it did on his son David and his colleagues at BPC.
Certainly he was a great recruiter of talent, charming yet accountable, compassionate yet businesslike, delivering meticulously on time. He inspired and even encouraged many talented media operators who eventually ventured on their own.
Astute yet affable, he never missed social engagements, often contributing his share of cultural and artistic sponsorship, normally discussed over an enjoyable meal or during a reception which he often patronised with geniality.
Yet surprisingly he used to shy away from receiving awards or acknowledgement in public. I would listen to his many anecdotes and stories about his career but the minute I offered to record an interview on radio or TV, he would politely decline.
While expressing my heartfelt sympathy to his family and colleagues, may I propose that the recognition he prudently refused during his lifetime, society, or perhaps the journalists’ institute, should award.
It would be a fitting homage and commemoration for a gallant gentleman who passed away, leaving us a legacy of great value.