In today's business world, communication has become a critical element in the perceived success of an organisation. How we talk to customers, develop a brand and manage the internal structure and development of the company now comes under that umbrella.

It is a complex area and can be daunting when you consider the disciplines involved, which include public relations, advertising, marketing, design and the Internet.

And as technology improves, methods of communication multiply, which can be a double-edged sword. With the world becoming a smaller place in which to operate, that can mean boundless business opportunities.

Or it could mean a quagmire of confusion, and without a clear communication strategy, firms can be left behind wondering where they have gone wrong.

Some may still say that communication is not rocket science and good traditional sales and marketing techniques will always win the day.

But large numbers of firms now realise they need the assistance of specialists organisations which can develop a strategy and implement it.

It is an evolving industry and Abingdon-based ON Communication has evolved with it.

The company was started in 1986 when publisher Martine Benoit met television documentary maker and geologist John Simmons and the pair decided to form a company together.

Geofilms was responsible for the first independently produced BBC Horizon documentary. Other work included Channel 4's Disptaches and Equinox programmes.

But there were more diverse clients, such as London's Natural History Museum, for which it played a key part in the development of the memorable permanent exhibition, The Power Within, which features the effects of an earthquake.

Anticipated And from day one there were also corporate clients, such as BP, requiring corporate films and packaged company information for use internally and externally.

Then in 2000, the company repositioned' itself, according to Ms Benoit, as she anticipated reality television was about to dominate the airwaves.

She explained: "Documentary makers were asked to bring in emotion, blood and sorrow but that is not our style.

"We are story tellers in the great tradition we are not into spin."

The answer was to work more with the corporate clients and the firm was renamed ON Communication, offering clients advice on how they are perceived and working on strategic development of communications at all levels.

Ms Benoit said: "We ask companies to bear in mind the audience they want to reach and we are positioned very much in the fields of science, technology, environment and energy.

"We have worked with clients to control areas such as skills development, industrial relations, safety and scientific issues."

As we speak, representatives from BP are in another room discussing the fourth year of a safety-related campaign with the aim being to promote a consistent message across the workforce using films, posters and even post cards.

When you consider that BP works across the entire globe, then you appreciate its importance.

Ms Benoit then produces a corporate brochure published for the company where each page is printed with messages in 40 different languages.

Ms Benoit added: "We also do that in print, film . . . the whole media package. It is a full service."

Local clients include Abingdon-based DNA specialist Cellmark and Oxford Innovation organisations which have complex messages to deliver.

"We like it when it is difficult that is challenging," said Ms Benoit.

As managing director, clearly Ms Benoit has a Gallic passion for business. Originally from Paris, she arrived in London in the mid 1970s on an unplanned sabbatical' to go sailing and visit the Turner exhibition at the Tate Gallery. It has continued to this day.

She set up her own publishing company, striking gold immediately with the first ever guide to the Gites de France.

The new generation of Francophiles queued to buy a copy of the book which had researched the cheap and charming accommodation previously undiscovered by most Brits.

That was followed by a spell selling cartographic ordnance maps of countries such as Italy, Greece and the United States, before setting up the business with Mr Simmons.

After some time in London, the pair moved to Oxfordshire and eventually found themselves in their current office, a Grade II listed building in Abingdon's East St Helen Street, which Ms Benoit describes as "enchanting."

About 25 people work for the company now, including the couples' daughter, Morag, and turnover has doubled in the last three years to £2m.

While she loves the area, it does present its problems when it comes to finding the right recruits to staff the business.

She said: "I am absolutely convinced there is some real talent in Oxfordshire which may well be commuting into London and don't know we are here.

"It is frustrating when the business is growing."

Ms Benoit sets herself high standards and expects them from her staff. The business recently won the ISO 9001:2000 international quality award after a comprehensive audit.

She said: "I believe it is only with such discipline that one can work successfully in a creative environment."

n Contact: 01235 537400, or see www.oncommunication.com