We’re thrilled to announce the results of the CIPR Scotland PRide Awards 2018. Click on the links below to view the winning entries.

To view and download the photos from the event, please click here.

Note: All case studies are in PDF format and open in a new window.

Corporate and Business Communications Campaign

Gold winner:

  • Wire and DF Concerts & Events
    Agent of Change: Galvanising a Nation

Wire clearly knew its target audiences and how to galvanise them effectively and with a limited budget and timescale. They made it easy for passionate people to act positively in support of the Agent of Change policy with the right result for their client in terms of changing planning policy and protecting live music venues across Scotland.

Case study

Silver winner:

  • Weber Shandwick Scotland and Borders Railway Blueprint Partnership
    Borders Rail More Connected

Finalists:

  • CYBG
    SME Health Check Index
  • Grayling
    HSBC – It’s not banking, it’s business
  • Orbit
    Sumdog: A Scottish EdTech success story
  • Weber Shandwick Scotland and CityFibre
    Bringing Fibre to Britain’s Homes

Internal Communications Campaign

Gold winner:

  • Falkirk Council
    Council of the Future – Making it happen

Falkirk council delivered a well-rounded campaign with lots of tactics and good results for a change programme. The judges particularly liked the measurements taken that set a benchmark for future evaluation. Effective engagement and communication ensured they took people along with them on the change journey and the judges applauded them on the human quality demonstrated in the entry.

Case study

Silver winner:

  • North Ayrshire Council
    Staff News ‘web app’

Consumer Relations Campaign

Gold winner:

  • Muckle Media
    Private Collection Glenlivet 1943 by Gordon & MacPhail

This was compelling and clearly successful campaign. It had clear objectives which were achieved by a well researched and well implemented plan. This campaign delivered at every level and is a deserving winner.

Case study

Silver winner:

  • 3×1 Group and Media 10 (Ideal Home Show Scotland)
    ‘Ideal’ day out

Finalists:

  • BIG Partnership and Loganair
    Taking Scotland’s Airline to the Skies
  • Clarion Communications
    Not so (N)ice Lollies
  • Holyrood PR
    Mackie’s Scoops Its First Parlour
  • Wire
    Introducing The Graham’s Milk Sommelier

Public Sector Campaign

Gold winner:

  • Smarts Communicate and Scottish Government Marketing
    Stop speeding before speeding stops you

Impressive from start to finish – clear SMART objectives were followed throughout the campaign that fed into the strategy, the tactics and were clearly demonstrated in the measurement and evaluation. This was a well-rounded and extremely effective campaign.

Case study

Silver winner:

  • Skills Development Scotland
    Scottish Apprenticeship Week 2018 – Apprenticeships are the Business

Finalists:

  • Holyrood PR
    Giving A PR Lift To Scottish Standards
  • Muckle Media
    MEP: Gaining support for the Moray Growth Deal
  • Renfrewshire Council
    Paisley for UK City of Culture 2021
  • Weber Shandwick Scotland and DHI
    #DigiInventors Challenge

Community Relations Campaign

Gold winner:

  • Wire
    Bloody Big Brunch

It’s great to see an agency throw their weight behind a social cause and Wire did this brilliantly with their bloody big brunch campaign. The scale of this problem is huge and Wire partnered with key influencers to inform their campaign. It proves that the simplest ideas can have the most powerful impact.

Case study

Silver winner:

  • Falkirk Council
    Beating the beast from the East

Finalists:

  • Muckle Media
    MEP: Gaining support for the Moray Growth Deal
  • North Lanarkshire Council
    Ambitious Towns

Public Affairs Campaign

Gold winner:

  • Wire and DF Concerts & Events
    Agent of Change: Galvanising a Nation

A high impact campaign with tangible results – Wire demonstrated an excellent example of linking evaluation back to the objectives which ran throughout the entry. Good use and range of tactics that came from a clear strategy which just shows with a clear strategy right from the start, you can achieve tangible results.

Case study

Silver winner:

  • Orbit
    Campaigning to protect Scotland’s culture budget

Finalists:

  • Message Matters
    The campaign to REALLY ban fox hunting in Scotland
  • Skills Development Scotland
    Scottish Apprenticeship Week 2018
  • Smart Energy GB and Message Matters
    The smart meter campaign at Holyrood

Not-for-Profit Campaign

Gold winner:

  • BIG Partnership
    Giving Others a Sporting Chance

This was a well thought-out campaign with clear objectives and excellent measurement to demonstrate clear results. The judges were impressed by the use of human interest angles to tell the story through traditional PR methods, combined with other tactics.

Case study

Silver winner:

  • Smart Energy GB
    The smart meter campaign in Scotland

Finalists:

  • Havas PR Edinburgh
    Virgin StartUp10: Scotland
  • Orbit
    Away and Play: Benefits of outdoor play
  • Scottish SPCA
    Say No To Puppy Dealers
  • Weber Shandwick Scotland and Our Power
    Making a +IMPACT

Healthcare Campaign

Gold winner:

  • Weber Shandwick Scotland and DHI
    #DigiInventors Challenge

Weber Shandwick Scotland had a very good understanding of issues and local impact of this campaign, and developed very clear and specific campaign targets. They spent time researching audience insight, behaviour and media consumption which helped them develop a creative, innovative and exciting campaign. Strategic partnerships were developed and deployed and their celebrity endorser, Andy Murray, was used in a careful and impactful manner.

Case study

Silver winner:

  • Holyrood PR
    Bield – Managing change in difficult times

Integrated Campaign

Gold winner:

  • Smarts Communicate and Scottish Government Marketing
    Stop speeding before speeding stops you

This was a very well-devised campaign rooted in insights. The team used research to shape a successful, impactful campaign which will have significant impact for Scotland in the long run. This entry clearly demonstrates that with a clear strategy, you can achieve tangible and meaningful outcomes with high impact.

Case study

Silver winner:

  • Volpa and The Enchanted Forest
    Oir an Uisge

Finalists:

  • Audit Scotland
    Early learning and childcare in Scotland
  • Shelter Scotland and Scottish Government
    Private Residential Tenancies Awareness Campaign
  • Skills Development Scotland
    Scottish Apprenticeship Week 2018 – Apprenticeships are the Business
  • Wire, PUNK and Whyte & Mackay
    A Surprisingly Smooth Partnership

Low Budget Campaign

Gold winner:

  • Volpa
    IMCF World Championships: Let Battle Commence!

Volpa demonstrated really clear objectives and strategy with creative use of tactics. What stood out for the judges was the objectives clearly being measured and linked to budget and ROI. This entry showed a simple strategy with effective outputs and outcomes which the judges really liked. This was a great example of a strategy being followed through to demonstrate tangible results.

Case study

Silver winner:

  • Clark Communications
    Scottish Snowdrop Festival 2018

Finalists:

  • 3×1 Group
    Jurassic Kingdom: a roaring success
  • Clarion Communications
    Not so (N)ice Lollies
  • Renfrewshire Council
    Paisley Food and Drink Festival 2018
  • Smart Energy GB
    Energy Educators: Gary Maclean

Arts, Culture or Sport Campaign

Gold winner:

  • BIG Partnership
    Aberdeen Football Club – Aurora Campaign

Strategic focus defined this campaign, with tactics tailored to resonate with every important audience with demonstrable understanding. The judges felt that it was this campaign that clearly finally carried the club through to a yes from the planners and, while this was, of course, the ultimate successful outcome, the BIG Partnership’s SMART objective-setting married with corresponding precise evaluation was excellent.

Case study

Silver winner:

  • Wire
    Piping Live! 2018 – Music to Our Ears

Finalists:

  • Holyrood PR
    Making a Splash!
  • Muckle Media
    Around the World in 80 Days
  • Orbit
    Campaigning to protect Scotland’s culture budget
  • Renfrewshire Council
    Paisley for UK City of Culture 2021

Travel, Leisure or Tourism Campaign

Gold winner:

  • Weber Shandwick Scotland
    Caledonian Sleeper: Waking up in the Scottish Mountains

The team at Weber Shandwick Scotland delivered a well-planned, creatively delivered and thoroughly evaluated campaign that contributed to considerable income levels for their client. Objectives were clearly defined and SMART, making evaluation easier to define and demonstrate. The campaign strategy was based on research and insight, and was delivered using tactics and channels that were matched closely to the audience. A stand-out and deserving winner.

Case study

Silver winner:

  • Wire
    Piping Live! 2018 – Music to Our Ears

Finalists:

  • Lothian
    Taming the ‘Beast from the East’
  • Royal Zoological Society of Scotland
    #WeeHamish
  • VisitScotland
    Scotland: Life
  • Volpa and Crieff Succeeds BID
    Visit Crieff: Taste the Adventure

Construction, Property or Infrastructure Campaign

Gold winner:

  • BIG Partnership
    Park Quadrant Residences Launch Campaign

Everything about this campaign by BIG Partnership demonstrated good practice, from the clear, SMART and challenging objectives through to the thorough and honest measurement and evaluation. There was good use of paid-for digital tools that integrated well with other online and public relations activity to create a significant number of qualified enquiries, leading to sales targets being exceeded. A solid campaign that shows how PR is evolving to embed digital-first strategies to such good effect.

Case study

Silver winner:

  • Holyrood PR
    A Waterfront Leith Can Be Proud Of

Finalists:

  • North Lanarkshire Council
    Ambitious Towns
  • Perceptive Communicators
    Surf’s Up with Wavegarden Scotland
  • Volpa
    Water’s Edge
  • Weber Shandwick Scotland
    Chapelton – building a sense of place

Best Use of Media Relations

Gold winner:

  • Smarts Communicate and Scottish Government Marketing
    Stop speeding before speeding stops you

Impressive from start to finish – clear SMART objectives were followed throughout the campaign that fed into the strategy, the tactics and were clearly demonstrated in the measurement and evaluation. This was a well-rounded and extremely effective campaign.

Case study

Silver winner:

  • Royal Zoological Society of Scotland
    #WeeHamish

Finalists:

  • BIG Partnership
    Royal Bank of Scotland – Kiltwalk
  • Clarion Communications
    Not so (N)ice Lollies
  • Smart Energy GB
    Energy Educators: Gary Maclean
  • Smarts Communicate
    WW100 Scotland: When the War Came to Islay

Best Use of Social Media

Gold winner:

  • 3×1 Group, Food Standards Scotland, The Union and Republic of Media
    Don’t Let Pink Chicken Spoil Summer

This was an interesting and innovative campaign which embraced the power of social listening. It demonstrated that creativity and content creation can play a key role in achieving success for organisations. An important message demonstrated with clear objectives which followed throughout this campaign to achieve results.

Case study

Silver winner:

  • Weber Shandwick Scotland
    Shining a Light on Social

Finalists:

  • VisitScotland
    Scotland: Life
  • Wire
    W&M Claim’s the Lion’s Share of Online Engagement

Best Use of Photography or Design

Gold winner:

  • Weber Shandwick Scotland
    Pins are a win for windows!

Weber Shandwick Scotland expertly steered their client into a new sphere through a strategic approach to social media, strong audience insight and keen channel and message focus. The agency succeeded in adding to Velux’s positioning as a high quality commodity recommended by tradesmen.

Case study

Silver winner:

  • Volpa and Culture Perth & Kinross
    CPK Annual Report: A Year in Numbers

Finalist:

  • Royal Zoological Society of Scotland
    #WeeHamish

Best Event

Gold winner:

  • Smart Energy GB and Message Matters
    Cooking local, cooking Smart

Clear objectives with a creative and practical strategy. The judges commended the research undertaken to demonstrate campaign effectiveness and this campaign had clear evidence which demonstrated impressive results. The creativity behind the campaign clearly got people hooked – a simple and really effective way to demonstrate an outcome.

Case study

Silver winner:

  • ScottishPower
    Celebrating the Power of Glasgow

Finalists:

  • Clark Communications
    Shuck Off
  • Royal Bank of Scotland
    Launch of the £10 note
  • Scottish Water
    Vision in Focus

Best Publication

Gold winner:

  • Scottish Water
    SW Magazine

In addition to producing an attractive, contemporary and engaging magazine, the team at Scottish Water used sound research and planning to create a product that was matched to the needs of its internal audience and the organisation. The use of an internal guest editor, commitment to using feedback to inform editorial planning and the recognition that they are “still learning” suggests that this great publication will only improve further. By combining digital and physical delivery, they reduced costs while delivering positive feedback from the very first edition, meeting their objectives.

Case study

Silver winner:

  • Weber Shandwick Scotland and Caledonian Sleeper
    Nocturne

Finalists:

  • Moray Council
    Connect
  • Think Publishing
    The National Trust for Scotland Magazine
  • Volpa and Culture Perth & Kinross
    CPK Annual Report: A Year in Numbers

Outstanding Young Communicator

Gold winner:

  • Gareth Brown MCIPR
    Message Matters

The judges were very impressed by Gareth’s experience and breadth of knowledge across a wide range of areas. He came across as confident and competent and has faced a range of challenging situations where his understanding of ethical issues has been tested and the panel were struck by the maturity of his approach and reasoning to such issues. As well as being an engaging communicator with a real passion for this industry, Gareth demonstrated a commitment to learning and professional development as well as a clear ambition to reach the top of the profession. Definitely a bright star for the future and an asset to the PR profession.

Case study

Finalists:

  • Ellie Wagstaff MCIPR
    Muckle Media
  • Fraser Clarke ACIPR
    Holyrood PR
  • Rebecca Wright MCIPR
    Scottish Government
  • Steph Forsyth MCIPR
    Wire

Outstanding Independent Practitioner

Gold winner:

  • Clare Graham MCIPR
    Advantage PR

The judges were pleased to see an independent practitioner making the time to share her professional knowledge and promote public relations as a career. Claire seized on the current popularity of baking and created a rich media relations campaign for her client to support their new venture which delivered strong results.

Case study

Public Sector Team of the Year

Gold winner:

  • VisitScotland

The judges were impressed with the VisitScotland team for their creativity and willingness to try something new. This was clearly a successful influencer campaign which had VisitScotland at the core with the team, paying careful attention to their desired outcomes. Congratulations for an outstanding campaign.

Case study

Silver winner:

  • Scottish Canals

Outstanding In-House Public Relations Team

Gold winner:

  • Lothian

The Lothian team has shown us just what can be achieved through the power of communications. This is a classic turnaround story, from being in a position with a poor reputation and understandable internal suspicion of the media, to returning to the spotlight and forging forward new partnerships with major players. The team helped show a softer side to the company, embarking on a range of engaging tactics, which placed them in a position to make the most of the news story when one of their drivers heroically averted disaster during the Beast from the East. Excellent results all round.

Case study

Silver winner:

  • City

Outstanding Small Public Relations Consultancy

Gold winner:

  • Clark Communications

An acquisition and other business turbulence was weathered with gusto, showing increase in client wins and retention. Strong commitment to CPD and a really impressive campaign focused on an innovative mixture of channels and real client outcomes. A deserving winner.

Silver winner:

  • Volpa

Outstanding Public Relations Consultancy

Gold winner:

  • Muckle Media

Muckle Media has demonstrated tremendous growth in a short space of time. In a distinguished field, they caught the eye of the judges for their commitment to CPD and the investment they are making in staff, and in securing a position on the Scottish Government PR framework – a significant achievement. In a strongly competitive environment, Muckle Media are growing their business and positioning the agency for further success.

Case study

Silver winner:

  • 3×1 Group

Finalists:

  • Holyrood PR
  • Orbit
  • Weber Shandwick Scotland
  • Wire