The Scotsman - Tactically Applying the Art of Strategy

Petra Cuthbert

In 2004 The Scotsman implemented a long-term strategy to reverse a decline in sales, which was following a market trend.
Agency: Citigate SmartsAuthor: Petra Cuthbert

The Scotsman - Tactically Applying the Art of Strategy

BACKGROUND

It's fair to say that the newspaper industry is going through tough times, particularly at the quality end of the market. Sales have been drifting downwards for many years. In fact overall sales of national quality newspapers have dropped over 7%1 in the last 5 years.

In 2003, our client, The Scotsman Publications, which publishes The Scotsman, knew the danger all too well. Despite consistent quality and product enhancements, sales of the paper were following the market trend and had...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands