Why Did Shetland Islands Council Hire A London Agency Instead Of Someone Local?
For two reasons. Firstly, Corporate Edge is one of the leading firms in this field. Their client list has included New Zealand, Northern Ireland, Diageo and Edinburgh Castle; locally, there was no firm with comparable experience. Secondly, the project was partly about Shetland’s external reputation, about seeing ourselves as others see us. The overwhelming majority of our actual and potential customers are outside Shetland. Those who commissioned the project quite rightly took the view that people based outside Shetland were more likely to give us an accurate impression in that respect.
