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Steve Thomas - Scotsman Publications

Steve Thomas
Head of Classified, Scotsman Publications

Over the last two years the team at 60 Watt has developed two excellent campaigns for us.

The first was a recruitment campaign aimed at filling the different vacancies we have within our advertising department. We wanted the campaign to project the value we place on the training and support provided. It was important to us that creative had to show that we offer a career if you’re the right person for the job, together with a sense of fun. The result was a campaign that brought to life everything that was good about working in our department. It asked the right questions of the right people and conveyed the personality of the team already in place - not an easy task. Most importantly we experienced a marked improvement in the quality of candidate applying which has led to our staff turnover reducing.

The second campaign was a brand awareness campaign for our award winning web-site The campaign had to convey the fact that our web-site had a quirkier personality in comparison to our print products. We wanted to show that it offered a view of the world with a Scottish slant specialising in Business, Sport and Current Affairs. The target audience was Scottish based adults who read newspapers but would be happy to go on-line to dig a little deeper.

The resulting campaign was excellent. 60 Watt captured the essence of the site and delivered its brand values with a wry twist. Whilst it is difficult to track a direct response it is important to point out that our UK audience continues to grow - the 60 Watt campaign helped this happen.

Finally, as a client I find dealing with 60 Watt an absolute pleasure. They stir up my enthusiasm for the job in hand and stimulate a sense of creativity seldom matched.