Meat Promotion Wales appoints The Agency to Welsh Beef campaign
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 promote Welsh Beef nationally in 2014.
The news comes just three months after The Agency was selected to the £3m HCC roster and appointed as lead agency to the national Welsh Lamb promotional campaign. The new twelve-month contract is to help promote Welsh Beef across the UK.
Philippa Gill, brand marketing executive, Hybu Cig Cymru - Meat Promotion Wales, said: "The Agency showed a unique level of commitment and insight into our market and strategically and creatively they demonstrated a coherent integrated approach to their campaign."
Saman Mansourpour, managing director, The Agency, said: “We have developed a close working relationship with the HCC marketing team and a good understanding of the everyday challenges they face. Winning the Welsh Beef pitch is testament to that."
The win for the Welsh Beef contract is the second 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 and Welsh Beef.
Funded primarily by the Welsh farming community, HCC also receive contributions from EU grants and the Welsh Government.
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