The Union has announced the launch of a new offshoot agency specialising in sales promotion and field marketing.
The new agency is to be called Union Connect and will be lead by Kyle Hardie, who joins from Blue Chip Marketing, which he joined last year as managing director.
The launch comes as the agency also announced its win of the Commonwealth Games advertising business.
The Union won the account for the 2014 bid following an eight-way pitch and will now work on the final domestic push to back the campaign, aimed at ensuring the public get behind the drive which, if successful, will see Glasgow hosting the games in 2014.
Rob Shorthouse, head of PR and Media for Glasgow 2014, commented: “Because of the strength of Scotland’s creative industry, it was a very difficult decision for us, but we really do feel that The Union was able to get a grip on what it was we were looking for.”
Shorthouse also said that because the campaign was aiming to have “high visibility and high impact” it would feature a large amount of outdoor advertising, while he hoped that the campaign would be “in full swing” for the visit of the Evaluation Commission to Glasgow in mid June, but certainly for mid July for the visit of Commonwealth Voters.
Meanwhile, Hardie will be joined at Union Connect by Claire Prentice, who was an account director at Blue Chip.
Hardie will become a board director, and will take responsibility for overseeing the running of the new agency. Union founders Ian McAteer, Mark Reid and Andrew Linsday will also sit on the board of Union Connect.
Ian McAteer, group chairman at The Union commented: “We led the way in Scotland offering integrated communications when we launched direct and digital agencies over seven years ago, but we realise we need to keep improving our services to clients.
“Sales promotion and field marketing is an area we’ve been moving into for a while now, and by signing up Kyle and Claire to The Union we’re bringing fantastic experience to Union Connect.”
Following Hardie’s departure, Fiona Laurie will continue to run Blue Chip Marketing as MD.