Spanish agency SCR has over 27 years of experience operating in Spain and internationally. They have offices in Madrid and Barcelona with a staff of 12 full members plus consultants. SCR specializes in public relations for industrial clients, having worked with companies in industries like shipbuilding, agriculture, logistics and more since 1986. They provide full service PR including research, strategic planning, material preparation, campaign execution, and reporting. For client projects, SCR puts together a customized team and executes a multi-step campaign process involving analysis, strategy, material creation, launch, and monitoring. They presented two case studies, one involving demonstrating new voice technology for a client, and another announcing a new product through an event.

1. SPANISH AGENCY
RESPONSE
5th
March, 2013

2. 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

3. SCR - experience in industry
Spanish Agency Response
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 sector
Vocollect: 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 2010
SSL (Durex) Plant transfer 2010
Atelia 2011 Launch of traceability systems, identification RFID
Amorim 2009 – World leader in the cork industry
Eriez 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…

4. SCR – other non industrial clients
Spanish Agency Response
PRESENT CLIENTS:
Codorniu: 1998 – Leading Spanish wine and cava company exporting to 200 world markets.
Avante Selecta: 2009 -Spanish wines.
Bodega Pirineos: 2010 – Spanish wines
Sun Village: 2010 – Lobby to save residential houses for a community of owners
Jet 2.com: 2003 – Low cost airline
Ibaizabal: 2008 - Spanish Ship owner
Consultores de Navegación: 2010 - Spanish ship owner
Bulgarian cheese: 2012 – EU campaign to introduce Bulgarian cheese to wholesalers, retailers,
supermarket chains and the CHR sector.
OTHERS:
Salad & Co: 2010 Restaurant chain – Launch
Evolavia : 2005-2007. Low cost airline
NH 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.

5. SCR – campaign process
Spanish Agency Response
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 strategy
6) Monitoring and check list
7) On-going feedback and reporting

6. SCR – project team (1)
Spanish Agency Response
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.

7. SCR – project team (2)
Spanish Agency Response
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.

8. SCR – case works
Spanish Agency Response
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

9. SCR – case works
Spanish Agency Response
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.

10. SCR – case works
Spanish Agency Response
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

11. SCR – case works
Spanish Agency Response
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

12. SCR – case works
Spanish Agency Response
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.

13. SCR – support material examples
Spanish Agency Response