Bath-based integrated communications firm The Agency has won a 12-month contract to help promote Welsh lamb across the UK.
The appointment by Hybu Cig Cymru – Meat Promotion Wales (HCC), the organisation responsible for the development, promotion and marketing of Welsh red meat, followed a three-way strategic and creative pitch against stiff competition from established network agencies. 
It is the first live brief to be awarded since HCC reviewed their agency roster earlier this year. The three-year roster is estimated to be worth £3m with the majority of the marketing budget spent on promoting Welsh lamb.
Funded primarily by the Welsh farming community, HCC also receive contributions from EU grants and the Welsh Government. Since inception it has been instrumental in developing profitable markets for Welsh lamb, Welsh beef and pork from Wales. Many of its advertising campaigns and marketing initiatives are regarded as the gold standard for national meat promotion.
HCC brand marketing officer 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 everyday challenges. Strategically and creatively they demonstrated a coherent integrated approach to their campaigns that we all felt would work, and most importantly it puts the digital consumer at the heart of our communications.”
The Agency managing director Saman Mansourpour added: “Being appointed to the roster was just the first step for us.
“The Welsh lamb brief presents a unique marketing challenge, one that we feel very well equipped to tackle. We can’t wait to apply some of our strategic thinking and creative ideas, particularly those in the digital media space. The HCC marketing team take a very collaborative approach and that mirrors how we like to work” says
The Welsh lamb win is the latest in a series of new contracts and award victories secured by The Agency. Since landing the Agency of the Year title at the 2013 Marketing Industry Network Awards, it has achieved a string of new client wins.
Co-founder Amy Stobie said: “We had an incredible year in 2013, which saw our revenues increase by 35%.
“Our Agency of the Year award has certainly helped us raise our profile with key company decision makers, and it’s hugely important to be recognised in our industry. But we’ll never forget 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.”
