SCR credentials

SPANISH AGENCY RESPONSE

5th March, 2013

SCR - credentials

• Full service PR agency with 27 years operating in the Spanish and international markets.

• Offices in Madrid and Barcelona with a current staff of 12 full members plus consultants and freelancers when required.

• Multicultural and multilingual teams made up of experienced consultants and bright young executives.

• Both local and global. Member of PRGN worldwide agency network.

Spanish Agency Response

SCR - experience in industry


Back in 1986, SCR’s first client was a ship-builder, an industrial and totally B2B client. Since then SCR has always maintained a high proportion of industrial clients and this is still true today.

Retained Industrial Clients:

Cargill: 1992 – Agro-food sectorVocollect: 2003 – Voice solutions for mobile workers worldwide.Nufri: 2002 - European leader in fruit production, transformation and green energy. Tom Tom Business 2009- European leader in fleet management for commercial vehicles.Grupo G’s (The Shropshire Group) 2008 – Fruit and vegetable production for wholesalers.

Project Industrial clients:

Gates – automobile parts - plant closure 2010SSL (Durex) Plant transfer 2010Atelia 2011 Launch of traceability systems, identification RFIDAmorim 2009 – World leader in the cork industryEriez 2007 – Recycling: Launch of machines to separate metal particles.Paul Gunther – 2004: Launch of the hiring of trailers and container carriers for industrial purposes.

And others…

SCR – other non industrial clients


PRESENT CLIENTS:

Codorniu: 1998 – Leading Spanish wine and cava company exporting to 200 world markets.Avante Selecta: 2009 -Spanish wines.Bodega Pirineos: 2010 – Spanish winesSun Village: 2010 – Lobby to save residential houses for a community of ownersJet 2.com: 2003 – Low cost airlineIbaizabal: 2008 - Spanish Ship owner Consultores de Navegación: 2010 - Spanish ship ownerBulgarian cheese: 2012 – EU campaign to introduce Bulgarian cheese to wholesalers, retailers, supermarket chains and the CHR sector.

OTHERS:

Salad & Co: 2010 Restaurant chain – LaunchEvolavia : 2005-2007. Low cost airlineNH Hoteles: 1992 – 2007 Third biggest hotel chain in Europe. We still do projects for this company.Swiss Deluxe hotels: 2009 Luxury 5 star hotel association

Etc.

SCR – campaign process


1) After an introduction to the company we carry out research on the prospect client, its competitors in the market and look at the global picture.

2) An analysis of what the client needs which includes objectives, audiences to reach, messaging, communication channels, support tools and any recommendations on our part.

3) Draw up strategy which includes actions, media lists, timing, budgets, and method of execution.

4) Preparation of all material required, press kit, releases, support materials.

5) Execution of campaign launch and on-going strategy6) Monitoring and check list7) On-going feedback and reporting

SCR – project team (1)


As we do not yet understand the scope of the work required, it is difficult to define how many team members will handle this account. From a start up perspective our team would probably be as follows:

•Sheena Campbell-Royle is involved in overseeing all the SCR accounts but may not work on the day to day execution of these. Sheena founded SCR in 1986 after more than 8 years’ experience in the sector. During the last 23 years she has built up a multi-lingual, multi-cultural team. She is the leader and driver of the business but confidently delegates even to her more junior members of staff upon completion of their internal training courses. By allowing staff to realise their full potential, the company has a record of long serving employees (average stay with the company is more than 8 years) and its well established and famous name client base speaks volumes. Sheena demands quality of service and excellence as standard. She is an international, outgoing and determined person who works in a variety of different markets and constantly transmits her personal enthusiasm to the rest of her team and of course the SCR customers.

•Laura Grani is a very experienced media relations and communication expert. She started her career in fashion, managing the international PR’s for the Italian company, owner of the brand Fornarina. In 2001 she joined SCR and assisted with the foundation of the Madrid office. She is currently head of media relations with a specific focus on the B2B and corporate accounts for the company. She is the account manager and heads up the team to work on the account.

SCR – project team (2)


Cristina Velez has been working for SCR for more than 20 years. She forms part of the main strategy team and talks to the media, heads up the written materials department, writes creative text and is involved in all articles which are sent to the press. She is also experienced in the supervision/coordination of client events. Many of the teams she has been part of look after or have looked after industrial clients, such as Cargill, Vocollect, Athelia and TomTom Business.

James Kinnersly, upon completion of his studies has been living/working in both South America and in Spain. He is tri-lingual in Spanish, English and French and is one of our main account executives. With considerable experience in this field he runs the day to day running of the account, talking to the media and getting involved in the client-agency relationship. He has a lot of experience in the real estate business having worked for a Swedish Real Estate agent before joining the SCR team.

Emilio Ramajo is the Community Manager at SCR and works out of Madrid. He has ample experience in social networks and how they can help clients. His job is to create specific strategies for clients in this field and executing agreed 2.0 strategies for brand positioning, social networks, blogs, platforms, etc.

SCR – case works


Presentation of Applications of Vocollect Voice Technology

Objective:Impart information to the logistics media so that they could write knowledgeably about the new applications of Vocollect Voice technology.

Idea: To take the media to an on-site location using Vocollect technology so that they could see for themselves how it works and try it out.

Target: National media and Logistics, transport and IT B2B media, the audiences of which are all potential customers.

Core Message: Voice technology can be used for many more applications than people actually imagine.

Campaign period: June 2011

SCR – case works


Idea and execution:

In order to get the trade press to write about Vocollect’s new application, SCR set up a visit for journalists to one of the state of the art warehouses owned by the major Spanish supermarket chain Condis who is a client of Vocollect with the latest voice technology installed.

Transport was arranged to take journalists to the site in Barcelona, and those journalists travelling from Madrid were accompanied by one of the SCR team from Madrid. Potential customers from the Spanish LogistcsCenter (CEL) were chosen and invited to the event together with journalists.

SCR created a video and a special press kit for the event. Following a presentation by the Vocollect team, participants were shown round the warehouse to see the application actually operating on different tasks and had the chance to try it out.

Following the presentation participants were invited to a lunch which we set up at the warehouse. This gave the Vocollect team a chance to interact with journalists and potential clients and to answer any questions on the product, industry applications, how it affected the bottom line, costs and installing timings, etc.

20 journalists and 18 potential clients attended the event producing extensive coverage in national and B2B media.

SCR – case works


Launch of New Technology developed by Cargill to increase Omega-3 in Animal Herds

Objective:Reputation exercise to get out the phrase “New Leading Technology from Cargill, Spain”. To increase the ‘excellence’ message in Cargill’s Animal Nutrition Business unit. To announce the new product to farmers and to milk and cheese producers. Idea: SCR organised a presentation and demonstration to show the audience its new leading Omega-3 technology in its animal nutrition business unit head offices in Madrid.

Target: National media and all agro specialist and trade media plus regional media with special interests in agriculture.

Core Message: New state of the art technology from Cargill increasing Omega-3 in animal herds.

Campaign period: April/May 2007

SCR – case works


Launch of New Technology developed by Cargill to increase Omega-3 in Animal Herds

Objective:Reputation exercise to get out the phrase “New Leading Technology from Cargill, Spain”. To increase the ‘excellence’ message in Cargill’s Animal Nutrition Business unit. To announce the new product to farmers and to milk and cheese producers. Idea: SCR organised a presentation and demonstration to show the audience its new leading Omega-3 technology in its animal nutrition business unit head offices in Madrid.

Target: National media and all agro specialist and trade media plus regional media with special interests in agriculture.

Core Message: New state of the art technology from Cargill increasing Omega-3 in animal herds.

Campaign period: April/May 2007

SCR – case works


Idea and execution:

SCR organised a morning presentation for the trade press during which the head of Cargill’s animal nutrition division gave a presentation on Cargill’s new Omega-3 technology which increases the presence of Omega-3 in meat and lactose products in over 100%.It was important for the audience to understand that this new technology avoided simply adding Omega-3 to products which was what was occurring up to that moment.SCR provided the slide presentation and helped the business leader with his presentation. We also provided all support materials and set up a cocktail at the end so that the audience could try out products from cow milk containing the increased Omega-3 factor.

Result

The maximum audience invited attended and we obtained coverage in 16 different newspapers and magazines. One of our major TV stations also covered the event.The company received many calls asking for more information on the technology from customers and potential customers.

SCR – support material examples
