CIPR

To view photos from the Scotland PRide Dinner, visit the GPJ Photography website and find the Corporate section.

01 Corporate and Business Communications

Gold winner

• Bread PR
  Riding the Rapids
  
  Well focused global campaign which met clearly defined business objectives, the team commissioned strong research to form very robust evidence based new findings. Supported by key interviews with an unusually broad spread of CEOs, the result was clear thought leadership based coverage. This delivered an excellent return on investment by clever use of sponsors. A well executed media relations campaign in all of the target regions, locally and internationally provided a strong return on investment for the client.
  
  Case study (PDF format)

Silver winner

• Grayling
  Reviving Lloyds Banking Group's Corporate Reputation

Finalists

• 3x1 Public Relations
  A Wealth of Media Exposure
• The BIG Partnership
  Banking on Success

02 Not-for-Profit

Gold winner

• Stripe Communications
  Putting the Stigma of Mental ill-health back on the Agenda
  
  Stripe pulled together a comprehensive PR strategy that incorporated a clever combination of tactics. Creativity was shown through the diversity of news hooks e.g. letter to Nick Clegg regarding his use of the term 'nutter' and also liaising the Beano regarding one of their politically incorrect characters. Endorsement from local politicians added weight to the campaign. The resulting coverage positioned 'see me' as true thought leaders.
  
  Case study (PDF format)

Silver winner

• Pagoda Public Relations
  Edinburgh Mela Festival: Scotland's gathering of cultures

Finalists

• Ministry of Defence in Scotland
  Support your troops and veterans
• Tricker PR
  The SWRI gets wired

03 Internal Communications

Gold winner

• South Lanarkshire Council
  Smarter Choices
  
  This internal communications campaign demonstrated a strong integrated approach, making best and most cost effective use of communications channels. The approach was honest, practical and personalised to each employee which was vital with this delicate subject. Importantly the campaign allowed for employee feedback positioning South Lanarkshire Council as an organisation that listened to its staff. Creativity was shown through the implementation of employee Question Time with the CEO. A DVD was then shown to smaller groups for a more personal approach.
  
  Case study (PDF format)

Silver winner

• NHSGGC Communications
  Trusted to tell it like it is ...

04 Crisis Communications

Gold winner

• Moray Council Communications Team
  Never waste a good crisis - securing a Ministerial promise
  
  Moray Council demonstrated robust crisis communications strategies; however what made this entry stand out was how a crisis was turned into an opportunity. Feeding the media with regular information created the opportunity for the Council to lobby for a flood alleviation scheme, something which would benefit the local community but had faced some opposition from residents and planners. The communications hub helped to ensure complete buy in from all stakeholders. Considerably better than average evaluation methods backed up the Council's claim to have protected the organisation's reputation.
  
  Case study (PDF format)

Silver winner

• Falkirk Council
  'It's Snow Every Day this Happens'

Finalist

• VisitScotland
  Every Cloud has a Silver Lining

05 Community Relations

Gold winner

• The BIG Partnership & Scottish Government Communications Directorate
  Know the Score (KtS)
  
  In this campaign BIG demonstrated an insightful knowledge of the target audience and tailored the campaign to ensure key messages reached the desired demographic. This was a refreshing approach which connected with the target audience generating widespread on and offline coverage. Content was created for specific online channels which could be passed on and shared with the 16 - 22 year old audience. Judges were pleased to see that traditional 'scare mongering' tactics were not used; a softer more engaging approach was implemented with impressive results.
  
  Case study (PDF format)

Silver winner

• Stripe Communications and The Scottish Government
  No Knives, Better Lives

Finalists

• Tricker PR for Aberdeen Asset Management
  Aberdeen Asset Management Universities' Boat Race
• Weber Shandwick
  From Springside With Love
• Weber Shandwick
  The Cumbernauld Positive Image Project

06 Public Affairs

Gold winner

• BMA Scotland
  Promoting NHS General Practice in Scotland
  
  A well implemented campaign which achieved short and long term objectives and underpinned a thought leadership report. Judges particularly liked that the campaign laid the foundations for future activity and were impressed that other countries were keen to adopt the GP awareness week. A comprehensive programme included parliamentary debates and media engagement through briefings, exhibitions and media interviews. It was a clever move to take a grass roots approach endorsed by local MPs.
  
  Case study (PDF format)

Silver winner

• Pagoda Public Relations
  Roman Wall No Barrier to Distillery

Finalist

• British Heart Foundation
  Cigarette Vending Machines are Totally Out of Order

07 Public Sector

Gold winner

• Real PR
  "You only have to ask" - Five Years of Freedom of Information in Scotland
  
  A well planned and executed campaign. Clear objectives were met and could be measured against business goals. Human interest stories were generated from a potentially dry subject matter with significant media results. An ambitious project was delivered against a tight budget with sustained media coverage in a range of quality titles.
  
  Case study (PDF format)

Silver winner

• Consolidated PR
  Organ Donation - The Gift of Life

Finalists

• Army Scotland Press Office
  3rd Battalion The Rifles Campaign - Sangin, Afghanistan
  October 2009 - May 2010
• Consolidated PR
  Join the Children's Panel, it's Life Changing
• Pagoda Public Relations
  Social Work Changes Lives

08 Best Campaign £10K and Under

Gold winner

• Pagoda Public Relations
  Roman Wall No Barrier to Distillery
  
  Pagoda's challenge was to influence decision makers to achieve a positive outcome for their client on a Public Inquiry relating to the building of a distillery on an historic site, the Antonine Wall. The agency's imaginative approach was to come up with the idea of an Interpretation Centre devoted to the wall as part of the distillery and to use this to positively influence the inquiry. The judges were impressed by the creativity of the idea and the fact that, when the first approach to gain the support of Historic Scotland failed, Pagoda instead recruited MSPs from across the political spectrum to quietly lobby in the proposal's favour. Although the Inquiry initially refused the application, this was overturned by Ministers following a review and the development starts on site this Autumn - a very successful outcome, achieved by using the right communications tactics at the right time.
  
  Case study (PDF format)

Silver winner

• The Global Energy Group and Ross County FC
  We're on Our Way...

Finalists

• 3x1 Public Relations
  Under the Hammer - the Dalmore Oculus
• Beattie Communications
  Magners Glasgow International Comedy Festival 2010
• Cloudline PR
  The Cruel Sea - Bloodhound Comes to Ocean Terminal
• The BIG Partnership
  Loganair Tees up Island Golf Trips

09 Consumer Relations

Gold winner

• Weber Shandwick
  Siriusly Exclusive
  
  This agency had the courage to challenge the client's perceptions of how the campaign should be implemented. They took an intelligent and considered approach that showed good market knowledge and media awareness in the luxury goods sector. It would have been tempting to pursue a more traditional approach for safety's sake - but they did not and deserve credit for this. A tight and well executed campaign with some lateral thinking was well rewarded with outstanding sales results alongside better than expected press coverage. Congratulations.
  
  Case study (PDF format)

Silver winner

• Beattie Communications
  Scottish Campaign For Warburtons 'National Bread Week' 2010

Finalist

• Euro RSCG Biss Lancaster
  Mecca Bingo Buddy of the Year 2010

10 Best Use of Media Relations

Gold winner

• The BIG Partnership
  The Kwik Fit Insurance Lollipop Person of the Year Competition
  
  Judges felt the BIG Partnership demonstrated creativity and undertook an ambitious campaign. They clearly put in lots of ground work and made sure all the bases were covered. Strong use of a creative image and good celebrity endorsement ensured this campaign grabbed the attention of the media. Importantly they delivered strong results over and over with reams of press cuttings. What really grabbed the attention of the judges was that the campaign generated spark.
  
  Case study (PDF format)

Silver winner

• Real PR
  "You only have to ask" - Five Years of Freedom of Information in Scotland

Finalists

• Grayling
  The Union Square Story
• The BIG Partnership
  Cordia - The Birth of the Third Way
• VisitScotland
  Scotland Gets All Shook Up at Winter
• Weber Shandwick
  National Blood Donor Week: Scotland's First Human Blood Drop

11 Integrated Communications

Gold winner

• Matthews Marketing
  Mackintosh 100
  
  The agency demonstrated a tight and neat integrated campaign. They defined specific aims and clear objectives which were answered through a focused strategy. Clever use of sponsorship highlighted the team's creative thinking. And consistent branding and messaging across all media platforms resulted in a campaign that clearly met its aims and objectives.
  
  Case study (PDF format)

Silver winner

• Hartmann Media
  Scottish Fashion Awards - 5th Anniversary

Finalists

• The BIG Partnership and Scottish Government Communications Directorate
  Steps for Stress
• VisitScotland
  Meet the Scots

13 Best Use of Digital PR

Gold winner

• Weber Shandwick
  The Scotch Malt Whisky Society Twitter Tasting
  
  Full marks for identifying a good media event employing a cross-over between tradition and new media methods. This was an event to pull off and involved some risk. It was clever to use the event to generate content and comment in the media, broadening the appeal of an exclusive society and product to a much wider global audience. Some high profile press coverage was achieved within a tight budget.
  
  Case study (PDF format)

14 Best Use of Photography or Design

Gold winner

• Falkirk Council
  'Shameful, Filthy, Selfish'
  
  An effective campaign that clearly elicits a response from people. Clever photography and strong typography gave the 'Shameful, Filthy, Selfish' campaign real impact. Highlighting the consequences of owners not clearing up after dog fouling drives the message home. The results speak for themselves - dog fouling has reduced by more than 50 per cent in known hot spots. Very good and creative.
  
  Case study (PDF format)

Silver winner

• Tricker PR
  Knitting the Boat Festival

Finalists

• Tricker PR
  Deelicious
• Weber Shandwick
  National Blood Donor Week: Scotland's First Human Blood Drop

15 Best Newspaper

Gold winner

• NHSGGC Communications
  Health news
  
  Health News effectively uses a themed edition approach to keep its stakeholders updated on the NHS in their area. The judges were particularly impressed by the 'JAWS' system allowing the visually impaired to listen to the content on their own PCs. The excellent use of photography throughout adds impact and the content is both informative and very accessible.
  
  Case study (PDF format)

Silver winner

• Midlothian Council
  Midlothian News

Finalists

• NHS Lothian
  Connections - the staff newspaper that connects
• NHS Lothian
  Health link - Your healthcare in your community

16 Best Publication

Gold winner

• RR Donnelley
  Government Legal Services Scotland Brochure
  
  The Government Legal Services for Scotland is a professional community of lawyers that needed to produce a marketing document to attract the best new recruits. The design of this brochure contrasts brilliantly with the old fashioned idea that Government lawyers work in an environment that is far less attractive than the private sector. The creative photography and layout, clever use of 3 spot colours and concise copy make this the clear winner.
  
  RR Donnelley – Best Publication - Case Study not available

Silver winner

• South Lanarkshire Council
  Tinderbox Heroes

Finalist

• Hartmann Media
  Scottish Fashion Awards - 5th Anniversary

17 Best Magazine

Gold winner

• Learning and Teaching Scotland
  Connected: Moving Education Forward
  
  The judges found the content and images of this publication to be engaging and vibrant. The magazine has a good mix of in depth articles and shorter pieces along with regular columns such as 'Mousewatch.' A worthy winner which is well received by its readers.
  
  Case study (PDF format)

Silver winner

• NHSGGC Communications
  SN: Staff newsletter online and in print

Finalists

• Glasgow Caledonian University
  The Caledonian
• NHS Ayrshire & Arran
  Dialogue
• The BIG Partnership
  Green

18 Best Newsletter

Gold winner

• South Lanarkshire Council
  South Lanarkshire View - East Kilbride
  
  Well researched and carefully evaluated, strategically designed and cleverly distributed through local newspapers, the South Lanarkshire View builds on the trust that local people have in newspapers to disseminate messages from the local authority. The design and layout appeal to the demographics of this area and the copy was easy to read with an upbeat theme designed to reflect the work of the local council.
  
  Case study (PDF format)

Silver winner

• Magnox North
  Hunterston A Site, Hunterston Outlook

Finalist

• The BIG Partnership
  Sustainability Matters

19 Best Website or Microsite

Gold winner

• Glasgow Caledonian University Marketing and Communications Department
  Glasgow Caledonian University Website
  
  A well planned and executed website for a diverse range of stakeholders. Metrics demonstrated that all objectives were exceeded, the before and after examples showed a dramatic improvement and the visual impact was very high.
  
  Case study (PDF format)

Silver winner

• NHS Education for Scotland
  Rebrand and Launch of Scottish Medical Training Website

20 Best Event

Gold winner

• VisitScotland
  The Launch of the Edinburgh Festivals' Summer Season
  
  Research identified key target audiences and the resulting strategy delivered strong results in the desired areas. Overall a very well researched and targeted event. Proceeds of the book will go to the Strathclyde Fire & Rescue Retired Employees Association and the book will soon be sold online through Amazon. The publication generated a number of national news stories and broadcast publicity.
  
  Case study (PDF format)

Silver winner

• Hartmann Media
  Scottish Fashion Awards - 5th Anniversary

Finalists

• Learning and Teaching Scotland
  Scottish Learning Festival 2009
• NHS Ayrshire & Arran
  Ayrshire Achieves

21 Outstanding Young Communicator

Gold winner

• Diane Primrose
  Consolidated PR
  
  Diane has all the qualities the judges were looking for; drive, enormous creative talent, enthusiasm, confidence and intelligence, and she demonstrates all skills needed to handle her role effectively. She has a spark that sets her apart from then other candidates. The judges were impressed with her attitude to working with clients and stakeholders and her ability to adapt. The judges believe she is destined for a bright and successful future in PR.
  
  Case study (PDF format)

Finalists

• Joe Walton
  Real Public Relations
• Laura Adamson
  3x1 Public Relations
• Sabina Kadic
  Axis Media Group

23 Outstanding Small Consultancy

Gold winner

• Wave PR
  
  The year on year growth in fee income is impressive and evidence that the new divisions including digital, training and sports are paying dividends. The team has made a virtue of being small whilst delivering high profile and successful campaigns more often associated with larger consultancies.
  
  Case study (PDF format)

Silver winner

• Axis Media Group

24 Outstanding In-House Public Relations Team

Gold winner

• Edinburgh Napier University
  Becoming 'Edinburgh' Napier University - Successfully Delivering and Capitalising On a Change of Name
  
  This was an excellent demonstration of how the team successfully capitalised on a change of name. They used a range of PR tools to put the University on the map and help grow its reputation and exceed targets. Media coverage was strong but the ultimate achievement was the increase in undergraduate applications! A very impressive campaign.
  
  Case study (PDF format)

Silver winner

• Centrica Regional Corporate Affairs Team
  Rising to the Challenge

25 Outstanding Public Relations Consultancy

Gold winner

• 3x1 Public Relations
  
  This is a highly impressive business, which has an excellent track record in new business growth, client and staff retention and outstanding creative work. The agency has scored IIP and other accreditations, is clearly well connected to the regional business community and has developed a number of interesting new business units. It has a stellar client list and is clearly a dynamic, high performing business.
  
  3x1 Public Relations - Outstanding Public relations Consultancy - case study not available

Silver winner

• Stripe Communications

Finalists

• The BIG Partnership
• Weber Shandwick Scotland

26 Scottish Public Sector Team of the Year

Gold winner

• NHSGGC Communications
  
  This entry really brought to life the enormity of the task facing the internal communications team of three! In addition to the day to day challenges of the press office there were outstanding achievements of both a proactive and reactive nature. The campaign to highlight health inequality was hard hitting and particularly impressive on a limited budget.
  
  Case study (PDF format)

Silver winner

• South Lanarkshire Council Corporate Communications Team & Public Affairs Team

Finalist

• Falkirk Council