Meat Promotion Wales Appoint AgencyUK to Welsh Beef Campaign Following £3m Agency Roster Selection

Hybu Cig Cymru – Meat Promotion Wales (HCC), the organisation responsible for the development, promotion and marketing of Welsh red meat, have appointed Bath based integrated communications firm AgencyUK to promote Welsh Beef nationally in 2014. The news comes just 3-months after AgencyUK were selected to the £3m HCC roster and appointed as lead agency to the national Welsh Lamb promotional campaign.

The twelve-month contract is to help promote Welsh Beef across the UK. The appointment follows a five-way strategic and creative pitch that saw AgencyUK ward off stiff competition from established network agencies.

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. Since their inception they have been instrumental in developing profitable markets for beef, lamb and pork reared in Wales. Many of their advertising campaigns and marketing initiatives have come to be seen as the gold standard in national meat promotion.

“We were delighted with the interest and effort put into the pitches by all the agencies invited, the standard was exceptionally high. However AgencyUK showed a unique level of commitment and insight into our market and strategically and creatively they demonstrated a coherent integrated approach to their campaign”,saidPhilippa Gill, Brand Marketing Executive, Hybu Cig Cymru – Meat Promotion Wales.

“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” says Sammy Mansourpour, Managing Director, AgencyUK.

The Welsh Beef win is the latest in a series of good news stories published about The Agency, who have recently been ranked the UK’s No.1 Independent Agency in the 2014 Drum Agency Census. The Agency have also announced a string of new clients as well as being crowned Grand Prix Winner at this years Recommended Agency Register (RAR) Awards.

“Our success in 2014 is down to bold clients with an appetite for acquiring market share, a more favourable economic climate as well as our Independent Agency of the Year ranking, which has helped us raise our profile with key company decision makers. But we’ll never forget that it’s the expertise and commitment of our team that defines us and the passion we share with our clients that allows us to create award winning work” says Mansourpour.