The Scotsman is squaring up to its UK rivals and has appointed the Leith
Agency to spearhead its return to mainstream advertising.
The Scottish daily held a pitch for its pounds 500,000 account and is
thought to have seen four shops, including the Leith Agency; Smarts; the
Faulds Advertising offshoot, the Glasgow Agency; and one other.
A heavyweight branding campaign is expected to appear on TV, posters and
radio this spring, pitching the Scotsman against its UK broadsheet
rivals. The advertising’s main target will be the 61,000 readers of
national newspapers on the east coast of Scotland.
John Rowley, the managing director of the Leith Agency, said: ‘We will
position the Scotsman in the same way we position our agency - as an
excellent set-up that just happens to be in Scotland.’
There was no incumbent on the business, and the newspaper’s creative and
media work have been tackled in-house. The media account is still under
review, but is tipped to go to the Media Business, which handles the
media for Scotland on Sunday, the Scotsman’s sister title.