Scottish Development International (SDI) has appointed The Union to handle its advertising for campaigns in 2009 after a competitive review.
The two-stage review was held amongst the Scottish Government’s roster of creative agencies last month, with three agencies making the final shortlist.As Scotland’s international development agency, SDI works both to attract inward investors to Scotland, as well as helping Scottish companies to tap into overseas markets. In the past year alone SDI has helped secure over 2,500 high value jobs through inward investment as well as assisting over 700 high potential organisations within Scotland to do business internationally.
The Union will be briefed with two tasks. First will be to create press and online campaigns targeting overseas markets in North America and Europe (and potentially Asia Pacific) to create leads for the SDI sales team.
Experience shows that Scotland’s strengths in key industries such as life sciences, electronics and financial services, combined with the country’s workforce and track record in innovation, combine to create a strong set of messages for the inward investment market. SDI’s focus is on high value employment, and sustainable industry sectors, as competition from Eastern Europe and Asia has changed how the market operates compared to 10 years ago.
Secondly The Union will be asked to create a campaign to build awareness of SDI’s services within the Scottish business community.
Previously such work was handled under the Business Gateway brand, however all international activity has now been focused under the SDI umbrella. This campaign will run in Scottish business press and selected online sites.
Mike Rymaruk, Senior Marketing Executive at SDI said, “We were impressed by the quality of proposals from all the roster agencies. However the brief is very challenging and we were looking for the agency that could give us an extra edge. On balance we felt The Union met our requirements best; the combination of their creative approach and experience in international markets were two key factors. We look forward to working with them.”
Ian McAteer, Group Chairman at The Union said, “It’s not every day you get the chance to do something that could benefit the Scottish economy. Promoting Scotland abroad is a brief that any Scottish agency would be proud to be offered and thus it would be an understatement to say we are delighted by this win. Although the current economic climate is hugely testing, we are confident that there is an opportunity to create some memorable and effective advertising to meet SDI’s brief.”
The Union will work closely with MediaCom Scotland, who will manage media planning and buying, and WAVV Rapp Collins, who handle SDI’s direct marketing brief. The Union will also use their international network, Worldwide Partners, to assist in international implementation.