GLASGOW—Scotland has concluded a lengthy search for global PR support by hiring FTI Consulting to boost its international reputation as an innovative nation.
Scottish Development International (SDI), the body that oversees the country's investment, trade promotion and economic development, began the tender earlier this year, in a bid to raise Scotland's profile among a C-suite business audience.
It has concluded the search by hiring FTI Consulting to handle the £2.5m international assignment, according to tender documents. FTI has handled the SDI account in EMEA since 2011, while Asia-Pacific incumbent Edelman ends its work on the business. In the US, meanwhile, SDI previously worked with Washington DC policy shop DCI.
It is understood that six agencies pitched for the lucrative brief, which calls for the development of a "trade and investment led public relations campaigns and activity in multiple languages/markets to raise the profile of Scotland as an innovative nation to a C-Suite business audience and their sphere of influencers."
The assignments also include project support for the Scottish Government and Visit Scotland.
According to FTI Consulting managing director Christopher Clark, a focus on influencers beyond the media will differentiate the SDI brief from many other national inward investment programmes. In addition, noted Clark, Scotland's two major events next year — the Commonwealth Games and the Ryder Cup —will form a focal point for comms activity.
Clark also pointed out that campaigns will be "sector-based", involving Scotland's key industries: renewables, financial services, life sciences, and food and drink. FTI will lead the brief from its London office, supported by regional hubs in New York and Singapore.