Scottish Enterprise in overseas PR push

Economic development agency Scottish Enterprise has appointed Trimedia, MWW Group and Ogilvy PR Worldwide to promote Scotland overseas on three-year contracts worth a total of £700,000 a year.

London-based Trimedia will manage Europe, Middle East and Africa (EMEA), and New Jersey-based MWW Group will manage the Americas. Both contracts were previously held by Weber Shandwick.

The Asia-Pacific account was retained by the incumbent Ogilvy PR Worldwide.

More than 100 firms expressed an interest in the business when it initially went out to tender in March, which were then whittled down to a six-strong shortlist for each contract.

The appointments apply to Scottish Development International (SDI), which is funded jointly by the Scottish Executive and Scottish Enterprise. It exists to promote Scottish businesses overseas, increasing links and partnership work for Scottish businesses abroad, as well as increasing exports from Scotland and to push the country as a business location.

SDI is charged with increasing the number of ‘high-quality’ jobs in the country. A Scottish Executive spokesman said: ‘We want to increase the number of jobs that require a tertiary education, and that are above average wage.’

While it is not yet known what this year’s target will be, the number of ‘high-quality’ jobs in Scotland increased by over 1,000 last year, exceeding the target, according to a spokesman: ‘New high-quality jobs arrived mostly from small firms, bringing about 12 jobs each, in the areas of research and development .’

Trimedia will promote the SDI through media relations, PR, events and stakeholder relations. Trimedia International CEO Michael Murphy said: ‘We will be targeting specific sectors such as life sciences and financial services, targeting high-value jobs. There are already a range of initiatives in place such as developing links with the business community and venture capitalists. We will be organising visits to Scotland for the media and taking part in conferences and trade exhibitions to raise awareness of Scotland as a good place to do business.’

It is understood that other agencies to pitch for the accounts included Weber Shandwick, Hill & Knowlton and Cohn & Wolfe.

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