The Lithuanian government has contracted an ad agency to draft a ten-year strategy for the country's promotion abroad. The deal with New Agency is worth 163,000 euros, the government's Chancellery said on Wednesday.
“We have not had a coordinated strategy for the country's promotion abroad so far, which lowers our opportunities to be recognised in targeted foreign markets and makes it more difficult to highlight our competitive advantages in the region,” the Vice Chancellor Deividas Matulionis said in a statement.
He added that the country needed a coordinated approach and “agree on communication directions”.
New Agency was picked from three potential contractors, the chancellery said.
The creative agency New!, the business consulting group Synthesis Consulting Group, the social media agency SuperYou and the PR company Blue Oceans PR will all work on drafting the strategy, according to the statement.
“The expert team will include marketing, communication and brand professionals. They will be assisted by world-renowned nation brand creator Simon Anholt who has consulted as many as 40 countries during his career,” the statement says.
New! is led by Tomas Ramanauskas and Maksimas Kuzminas. The company is expected to produce Lithuania's promotion strategy for 2020-2030 within six months.