Meat Promotion Wales appoints The Agency to Welsh Lamb brief
Hybu Cig Cymru - Meat Promotion Wales (HCC), the organisation responsible for the development, promotion and marketing of Welsh red meat, has appointed Bath based integrated communications firm The Agency to a twelve month contract to help promote Welsh Lamb across the UK. The appointment follows a three-way strategic and creative pitch.
The win for the Welsh Lamb contract is the first live brief to be awarded since HCC reviewed their agency roster in early 2014. The 3-year roster is estimated to be worth £3m, with the majority of the marketing budget being spent on promoting Welsh Lamb.
Funded primarily by the Welsh farming community, HCC also receive contributions from EU grants and the Welsh Government. Since their inception they have been instrumental in developing profitable markets for Welsh Lamb, Welsh Beef and pork from Wales. Many of their advertising campaigns and marketing initiatives have come to be seen as the gold standard in national meat promotion.
Philippa Gill, Brand Marketing Officer, Hybu Cig Cymru, said: “The Agency showed a unique level of commitment and insight into our market and everyday challenges. Strategically and creatively they demonstrated a coherent integrated approach to their campaigns that we all felt would work, and most importantly it puts the digital consumer at the heart of our communications.”
Saman Mansourpour, Managing Director, The Agency, said: “The Welsh Lamb brief presents a unique marketing challenge: one that we feel very well equipped to tackle. We can’t wait to apply some of our strategic thinking and creative ideas, particularly those in the digital media space. The HCC marketing team take a very collaborative approach and that mirrors how we like to work.”
The Agency operates offices in Bath and London and currently works with clients including The AA, BSM, Bristol Council, Devon Council, Eaglemoss Publishing, Startup Loans Company and Quintiles Pharmaceuticals.
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