Trimedia helps Sheffield moguls

Sheffield City Council has appointed Trimedia UK to run its 'BiG - Make it your business' campaign.

The business initiative was launched in September last year to encourage people in Sheffield to become entrepreneurs.

The campaign initially focused on Sheffield's deprived postcodes but has been broadened to reach less privileged people from all over the area.

Four agencies contested the pitch, which is understood to be worth a six-figure sum for the 18-month campaign.

'The area in our pitch where we received good feedback was our plan to turn local entrepreneurs into heroes,' said Justin McKeown, divisional director at Trimedia.

'We wanted the campaign to be about people, something with which our target audience would identify. The plan is to bring down barriers by suggesting that, if other people can do it, why not have a go?'

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