Scotsman moves advertising account out of 1576 and into Citigate Smarts
Stern words: an agency change, but no fall out with 1576 says Walker
The ad account for the Scotsman has been moved out of incumbent agency 1576 and into rival Edinburgh firm Citigate Smarts.1576 has handled the Scotsman’s account since winning it from former incumbent, The Leith Agency, four years ago and during its tenure 1576 handled the high-profile relaunch of the new look Scotsman under former editor Rebecca Hardy.
However it is believed that after a head-to-head pitch with Citigate Smarts, on a very specific brief, the editorial team at the Scotsman preferred the strategy put forward by Citigate Smarts.
According to Walker it also makes great financial sense to have the Scotsman’s ad account with the same agency that handles the advertising for Scotland on Sunday.
He said: “For a while I’ve been thinking about the saving we could make having the two accounts with the same agency. There was no dissatisfaction with 1576, we simply asked the agencies to pitch on a particular brief and the editorial team, preferred the long term concept put forward by Citigate Smarts.”
The appointment comes as the Scotsman takes its S2 tabloid features supplement into the main paper to sit alongside its mainstays of news, business, sport and politics.
Walker added: “S2 worked as a 40-page supplement, but the money isn’t there to sustain it at that at the moment. That does not mean that it is the end for the supplement. This is a living thing and changes will be made constantly.
“We hope that by putting the good feature writing back into the main paper will make it lighter and entertaining than it was.”
Walker also said that the company’s London ad sales office is experiencing a slight upturn with revenues up 17 per cent year-on-year.