Scots Gov hires Story for health improvement social marketing brief
Following much speculation, The Scottish Government has announced Story as the agency which will deliver the catchy titled, yet coveted Health Improvement Social Marketing Strategy (HISMS) Risk behaviours cluster.
This is the first appointment of a cluster account since the Scottish Government announced the new appointment strategy of grouping campaigns and tender invitations in line with government policy and objectives.
The aim for the cluster format is to allow agencies to approach a brief holistically and cover the topic in more depth while also delivering better value for the public money through the creation of ‘efficient centres of excellence’ within agencies.
The cluster has a budget for the financial year of 2010-2011 in the range of between £800,000 to £1,200,000, covering media, production, creative, field marketing and associated costs.
The Invitation to Tender for the account focus on ‘Risk Behaviour’ and includes Alcohol, Tobacco and Sexual Health.
Roger Williams, head of digital and marketing said: “HISMS is an important part of the health portfolio, impacting directly on the health and wellbeing of Scots. Story stood out as they demonstrated an impressive, in-depth understanding of the task and proposed an innovative approach for delivering against the strategic objectives.”
Sue Mullen, managing director of Story, added: “The team here are delighted to have won this prestigious account. We are new to the Scottish Government roster and believe our fresh approach has served us well. A lot of work has gone into winning this business and we are looking forward to getting started in delivering on the strategy.”
The marketing budget for The Scottish Government is set to be halved this year as part of public sector cuts being made to meet the UK's financial deficit.