Bath integrated communications firm The Agency has won a 12-month contract to promote Welsh beef across the UK – just three months after it was appointed as lead agency for a nationwide Welsh lamb promotional campaign.
Both contracts have been secured from Hybu Cig Cymru – Meat Promotion Wales (HCC), the organisation responsible for developing, promoting and marketing Welsh red meat.
Earlier this year The Agency was selected to the HCC three-year, £3m roster – the majority of which will be spent promoting Welsh lamb and Welsh beef.
Funded primarily by the Welsh farming community, HCC also receives contributions from EU grants and the Welsh Government. Since its inception it has been instrumental in developing profitable markets for beef, lamb and pork reared in Wales and many of its advertising campaigns and marketing initiatives are regarded as the ‘gold standard’ in national meat promotion.
The Agency saw off stiff competition from established network agencies to win the beef account following a five-way strategic and creative pitch.
HCC brand marketing executive Philippa Gill said: “We were delighted with the interest and effort put into the pitches by all the agencies invited, the standard was exceptionally high.
“However 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.”
The Agency managing director Saman Mansourpour added: “We are all delighted to have won the Welsh beef campaign and we can’t wait to launch some of our creative ideas. 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 Agency has been ranked the UK’s No.1 independent agency in the 2014 Drum Agency Census. It was also crowned Grand Prix Winner at this year’s Recommended Agency Register (RAR) Awards and has landed a number of major new accounts.
Its existing client portfolio includes Del Monte, the AA, BSM and Bristol City Council.
