Following our recent feature City Brand Leaders – Glasgow, we interviewed a select group of leaders from Glasgow’s top agencies to help focus on the Glasgow brand and consider their own agency vision.

Creativebrief Founder & Chairman Tom Holmes talks to David Hamilton, Commercial Director of Dog Digital.

TH: David, what does the Glasgow brand stand for?

DH: In my mind, Glasgow’s brand stands for a creative, modern, vibrant and progressive city, globally renowned for the warmth and humour of its people.

TH: What are your views on the new slogan “People Make Glasgow” and the city’s marketing to date? 

DH: As with any slogan, there’s a “for and against” debate to be had.

For – It’s inclusive, focusses on a core value of what makes Glasgow the city it is and feels relevant for residents as well as visitors. Also an implication that other cities are less friendly or full of character perhaps??

Against – It’s not unique; “People make Liverpool” and “People make Manchester” could be equally true. It’s also not visually arresting or memorable and will require multiple executions to display the diversity of people that truly “make Glasgow”. I don’t personally think it’s as strong as previous slogans.

In terms of the marketing activity done to date, it has been hugely beneficial for the city. The partnership between the Marketing Bureau and the public & private sectors has been particularly impressive as it’s enabled the brand positioning to truly come to life through investment in infrastructure, facilities, events, retail and urban regeneration.

TH: How do you think Glasgow should position itself?

DH: Glasgow should continue positioning itself as the modern, welcoming and vibrant city that it is. Whilst other cities face the task of re-positioning or being stuck with a persona that is based mainly on history, Glasgow should maintain their progressive approach to being positioned alongside other metropolises. That’s where the city has done an outstanding job thus far and long may it continue.

TH: What impact do you think the Commonwealth Games will have on Glasgow?

DH: I think the Games will have an enormously positive impact on the city, financially and socially. 

Glasgow has an incredible record hosting world class events, particularly in sport, and the Games will only enhance that reputation. The new Chris Hoy Velodrome and the Emirates Arena for example, are spectacular venues and it’s fantastic to now have world-class facilities like these on our doorstep. 

The Games also bring huge opportunity to the business community, both in terms of supplying services to the Games and also in a wider context of how the city will engage with sponsors, delegates, global corporations and the public. Businesses have a unique opportunity to enhance their profile and increase trade as a result of the spotlight being shone on the city next year.

TH: Why should clients from outside of Scotland consider sourcing work from Glasgow agencies?

DH: Glasgow is famous for its talent, be that in music, architecture, literature or the digital community.

Our people and our dedication to innovation and client engagement make us more than a match for any other city.

TH: Are the city’s brand values reflected in your own agency culture? 

DH: Absolutely. We’re an emotional bunch with creativity, innovation, and an absolute focus on client engagement at the core of everything we do. We love to inspire clients and as for the famous “Glesga pattter”, there’s plenty of that about, believe me…

TH: What makes your own agency offer different?

DH: We’ve been focussed on digital communications since 1996 and our history, diversity and creativity help us stand out in the market. Creativity is the heart and soul of the agency and the experience of working with us is hard to beat.

TH: What sort of clients do you want to attract?

DH: Over the years we have had the pleasure of working with some outstanding clients. Our perfect client believes in a true partnership with their agency and has the same level of ambition to drive creativity through everything we work together on, regardless of the market or brand. More of them please…

TH: What work makes you particularly proud and why?

DH: Way too many pieces of work have made me proud of our agency to single out one in particular. Our dynamic and progressive approach has helped keep the agency at the top of our game and seeing us continually produce work in the most innovative areas of digital communications makes me immensely proud of our people.

TH: Which Glaswegian brands do you most admire?

DH: There are a few food and drink brands that have stuck to their guns, despite criticism, and been unswerving in their determination to be Glaswegian.

TH: Thanks David

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