The Scottish Government has appointed its Greener Scotland Climate Change marketing cluster to Story following a final two-way pitch against Merle.
This is the second marketing cluster contract to be created by the Scottish Government, which ties together its Go Greener, Zero Waste and Food policy activity. This is also the second cluster account picked up by Story, which won the first cluster tender in May for Health Improvement Social Marketing Strategy (HISMS) Risk behaviours.
The Edinburgh agency has been tasked to develop and deliver a social advertising behaviour change strategy for the Greener Scotland campaigns of Zero Waste (recycling, Reduce, Re-use and other waste topics), Go Greener (possible campaigns may include Energy Use, Travel & Transport and Home Insulation) and Food (eating Fresh & Seasonal).
The first work will see Story tasked with delivering insight gathering, segmentation, creative, partnerships, and DM.
The budget for the cluster will fall between £900,000 and £2m, including media buying by MediaCom Scotland.
Gillian Govan, chief marketing manager at the Scottish government said: “Story impressed us with a powerful proposition that translated into excellent creative solutions. This is a target driven, ambitious brief that needs to deliver real results that profit the people and economy of Scotland. I’m confident that Story will help us achieve this.”
Greener Scotland is one of the five strategic objectives that supports the Scottish Government’s overall purpose. This particular strategic objective is to improve Scotland’s natural and built environment and the sustainable use and enjoyment of it.