The Union won a total of seven Star Awards at the annual Marketing Society Scotland Star Awards, held in Glasgow on 13th June.
The agency won a Gold for Len’s Self Storage in the Retail category and four Silvers – Brand Scotland (Digital Strategy and International Marketing), Loch Ness by Jacobite (Tourism, Leisure and Sport) and Food Standards Scotland (Public Sector), as well as a Silver and Bronze for National Confidential Forum (Marketing in Society and Marketing Planning).
The awards resulted in the agency being the second most awarded on the night, out of around 30 agencies nominated. The Union has now won 33 Star Awards in the last four years, demonstrating consistency in delivering highly effective campaigns and quality of output.
The agency was also nominated in the Agency of the Year category for the eighth consecutive year, with Louise Killough, Client Services Director nominated in the Inspirational Agency Leader category. Liam Beisty from The Union was nominated for Rising Creative Star and Emily Hall for Rising Agency Star.
For Len’s Self Storage, The Union led a change in strategy together with innovative creative and media, which increased conversions, sales and square footage leased significantly. The way Len’s Self Storage fought off bigger competitors impressed the judges enough to earn the entry a Gold.
The Food Standards Scotland campaign was aimed at the trend for food retailers to encourage ‘upsizing’ which is having a detrimental impact on Scotland’s health. The multi-media campaign helped double spontaneous awareness of ‘upsizing’ as a topic and 68% of the audience said the campaign motivated them to take action.
The Union enjoyed a successful evening at the 2019 Marketing Society Star Awards.
The Brand Scotland campaign was a unique collaboration between VisitScotland, Scottish Government, and Scottish Development International. Knowledge, budgets and talent was pooled for the first time to extend the biggest invitation ever to come live, work, study, visit and do business with Scotland. The campaign rolled out in London, New York, and San Francisco. It delivered impressive results: 120 million videos were viewed, 55% felt the campaign challenged perceptions and in New York and San Francisco there was a +449% growth in web visits.
The Silver Award for Loch Ness by Jacobite, the leading cruise and tours operator on Scotland’s famous loch, was for The Union’s work on a new website and digital marketing campaign, designed to enhance all aspects of the user experience, as well as improve e-commerce conversions and revenues. Web performance was transformed after launch, with e-commerce revenues increasing by a monstrously huge, and delightfully scary, +37%.
The National Confidential Forum (NCF) opened in 2014 as part of a wide-ranging response to the care system crisis in Scotland. It’s a place where people who’ve been in institutional care as children can come to talk about their experiences – to ‘give testimony’. Our ‘Shine a Light on Care’ campaign was designed to get more people to come forward to give evidence. The campaign had an instant impact. Within the first week alone the campaign directly led to 45 enquiries. Enquiries during the first burst of the campaign were up +278% YOY and the campaign has already driven 50 applications to date with 25 people giving testimony.
Ian McAteer, The Union’s Chairman & Managing Director, commented: “We’re delighted with these awards for several reasons. First of all, to win amongst such stiff competition, with hundreds of entries, is a huge achievement. Secondly, we are pleased that so many of our clients have been successful, showing that the agency has broad experience across many sectors. And finally it shows that our skills span the full range of marketing disciplines, from digital to above the line and e-commerce. I’m proud of our team and everyone involved in these campaigns. Of course we can’t get results like these without great clients; and huge credit should go to them for their willingness to buy brave work.”
Full details of The Union’s awards and nominations here.