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INDUSTRY BODY AWARDS PR BOSS ‘ACCREDITED PRACTITONER’ STATUS

Tricia Fox, Managing Director and founder of independent PR and Marketing agency Volpa, has been awarded ‘accredited practitioner’ status by the Chartered Institute of Public Relations (CIPR), the industry’s leading professional body in the UK.

The ‘accredited practitioner’ status is a hallmark of commitment to public relations’ professional excellence and is awarded to those who have shown clear evidence of keeping professional skills and knowledge up to date through the CIPR’s continuing professional development (CPD) programme.

Tricia, who founded Volpa in 2002, completed 120 hours of CPD, as required by the CIPR. This included guest lecturing slots at Forth Valley College and Robert Gordon University, several training courses run by the PRCA aimed at further developing her skillset and judging the 2017 CIPR Pride Awards for the Midlands region.

Lecturing and presenting is one of the activities a professional can undertake to gain accredited practitioner status. Tricia will once again be speaking at the launch of the Goddess Formula at Mal Maison in Dundee on 1 February. The Goddess Formula is a non-political, nationwide organisation for UK based women of any age, culture or creed; a networking organisation to share business passion and personal business success stories. Tricia will be sharing her own inspirational story at the event.

Tricia commented: “It is fantastic to be formally recognised as an accredited practitioner by the UK’s leading public relations professional body and a great way to be rewarded for all the hours spent on my CPD. I am looking forward to putting my lecturing skills further into practice when I speak at the Goddess Formula launch on 1 February, where I’m sure I will meet many other inspirational women business leaders, all of whom will have great stories of their own.”

Volpa is a full service marketing agency boasting dedicated publicity, creative and digital departments. Specialists in the tourism, hospitality and food and drink sectors, Volpa now has a team of ten and is on course for a £1 million turnover within the next eighteen months. The agency has received a raft of awards over the years, including three times winner of the Scottish Event Award for Best Marketing Strategy for its work on Scotland’s premier sound and light event, The Enchanted Forest.

 

VOLPA HELPS SECURE FUNDING TO MARKET CRIEFF, PERTHSHIRE’S HIDDEN JEWEL

Volpa, one of Scotland’s top independent marketing agencies, has secured a £44,000 marketing contract to develop a campaign aimed at making the Perthshire town of Crieff a destination of choice for those seeking outdoor adventure and good food.

Together with Crieff Succeeds BID (Business Improvement District), the award winning agency helped secure a £22,000 pot of funding from Visit Scotland’s Growth Fund. They will be behind a 12 month digital drive to raise the profile of the Perthshire town’s wealth of outdoor activities, as well as its restaurants and shops.

Working with a number of Perthshire based partners and suppliers, a number of online videos will be produced to promote the town to the short stay tourism market in Edinburgh, Glasgow and the North East of England. Blogs, press trips and social media will also help raise awareness of Crieff which lies within 90 minutes’ drive of 90% of the Scottish population.

Among the town’s tourism offerings are Glenturret, Scotland’s oldest working distillery, Crieff Hydro and Campbell’s Bakery – one of the country’s oldest bakeries. Crieff also boasts stunning scenery and a string of top independent shops, all of which will feature prominently in the new campaign.

Tricia Fox, Managing Director at Volpa, commented: “We are thrilled to have worked alongside the Crieff Succeeds BID team to help secure this pot of funding and are excited about working on this project. Crieff is one of the true jewels in Perthshire’s crown and we are confident the marketing campaign we deliver will significantly raise the profile of the town, the raft of great activities and amenities it has to offer and increase the amount of tourists heading to this fine destination. We will work to deliver the campaign with a network of local suppliers, meaning this will be a truly Perthshire born and bred project!”

Neil Combe, Manager of Crieff Succeeds BID, said: “We’re delighted to be working with Volpa to bring this marketing strategy to fruition. They played an important role in guiding us through the Growth Fund application process, working with the VisitScotland team, to develop a digital marketing strategy that will certainly put Crieff on the map for visitors. Now the hard work starts in putting the campaign together and I am looking forward to seeing the results which are targeted at driving footfall to Crieff and the surrounding area over the coming 18 months.”

Based in Perth but with a Scotland wide reach, Volpa is a full-service marketing agency boasting dedicated publicity, creative and digital departments. Specialists in the tourism, hospitality and food and drink sectors, Volpa has experienced incredible success since it was founded in 2002. It has received a raft of awards over the years, including three times winner of the Scottish Event Award for Best Marketing Strategy for its work with The Enchanted Forest event.

VOLPA LAUNCHES BID TO FIND MARKETING SCHOLARSHIP STUDENTS

Volpa, one of Scotland’s top independent marketing agencies, has launched its bid to find two students wishing to benefit from exclusive scholarships the award winning agency is offering through Perth College, part of the University of the Highlands and Islands.

The scholarships, designed to help students who are committed to their studies and are keen to develop their skills to reach their full potential, are funded by Perth College Development Trust. Donations are made by entrepreneurial businesses and individuals willing to invest in Scotland’s talent and economic future.

Volpa, which celebrates 15 years in the business this month, is offering two scholarships through Perth College UHI. The Volpa Creative Design Scholarship is open to any student studying HND or BA (Hons) Visual Design and Communications. Volpa’s Digital Marketing Scholarship is open to any student studying HND Business, which includes marketing within the course. Each student will be offered £500, to be spent in any way which supports their studies. The scholarships also include 40 hours of invaluable work experience or contact time at the agency.

Based in Perth but with a Scotland wide reach, Volpa is a full service marketing agency boasting dedicated publicity, creative and digital departments. Specialists in the tourism, hospitality and food and drink sectors, Volpa has experienced incredible success since it was founded by Managing Director Tricia Fox in 2002. It has received a raft of awards over the years, including three times winner of the Scottish Event Award for Best Marketing Strategy.

Tricia Fox, Managing Director of Volpa, commented: “We’re absolutely delighted to be able to offer these scholarships through Perth College UHI, which reflect our desire to see great talent at grassroots level flourish.  Two students will be given financial support and 40 hours of priceless contact time with our incredibly talented, hard-working and experienced team. I have no doubt that what they learn in their time with us will be the building blocks to the start of a very successful career. The experience they gain will give them a significant head start when applying for jobs in the industry.”

Principal and Chief Executive of Perth College UHI, Dr Margaret Cook, said: “Our Scholarships are designed to help students who are committed to their studies and are keen to develop their skills to reach their full potential. We appreciate Volpa’s valuable contribution to our programme as part of a collection of entrepreneurial businesses and individuals who are willing to invest in Scotland’s talent and economic future. They are a great way to help students to engage with industry and gain added employability skills.”

Students can apply for either Volpa scholarship until the closing date of 10th October. Interviews will take place on 10th November. The scholarship period will last until May 2018. Students interested in applying are asked to contact course tutors, Christiana Margiotti for the Volpa Creative Design Scholarship and Scott Innes for the Volpa Digital Marketing Scholarship.

In the thick of it: why I’m cutting those politicians a tiny bit more slack

One of Volpa’s Account Managers, Gillian, shares her thoughts on the world of political PR and how a recent experience changed her opinion of the comms teams working behind the scenes.

I can’t be the only public relations professional left sniggering at some of the recent PR clangers of U.K. politicians.

The general election campaign brought some toe-curlers, including two stuttering radio broadcasts: Diane Abbott caught on the hop during a radio interview in which she didn’t have her figures straight over Labour’s proposed financing of increased policing; and Jeremy Corbyn stumbling over the costs of free childcare on Radio 4. These two were even more cringeworthy to me because – hello! – they were radio interviews. That means no cameras. Which in turn means that interviewees can look at notes and post-its and briefing papers galore without sounding like they’re unprepared.

Also during the election, Theresa May’s ‘strong and stable’ slogan grew tired, and unbelievable, after several U-turns on manifest policies. She also decided to bury the word ‘Conservative’ in all her branding and instead choose to push her own name, and personality. Which would have been fine had she demonstrated the personality and gravitas to go with it. Sadly, that was as lacking as Diane Abbott’s mental arithmetic.

Post-election, Theresa May walked into a media lion’s den when she visited the site of the Grenfell Tower fire in London. She made a B-line for police and emergency staff, ignoring local residents completely, a move which incited claims of a snobbery and us-and-them attitude.

And all of it left me, and others in my profession, aghast that some comms person someone didn’t see all the backlash coming and prepare for it.

But enough of the moans. I don’t work in politics, and it’s easy for me to poke fun from a distance. I say that because Volpa had its own taste of politics recently when it was tasked with hosting a senior politician at a client event. And doing so made me appreciate that political public relations is PR on a whole other level.

The politician shall remain nameless, but suffice to say the media presence was healthy. We had everything from local reporters to national TV crews, political columnists to tabloid hacks (one of whom chose to hide behind some bushes rather than be part of the main fray.)

We were given just 16 hours’ notice that said politician was visiting. Cue some frantic writing of speeches and briefing notes. and a long series of phone calls with the party media representative. Having planned and communicated meticulously, I was feeling confident that we had the job in hand. All that remained was for our team to host the politician and handle the press. But that’s when the questions started, and didn’t stop. They ranged from the predictable (“What will X’s route through the factory be?”) to the amusing.

“Will X wear a high-vis vest?” asked the media rep.

“Do you want X to wear a high-vis vest?” I asked back.

“That depends on whether management will be wearing one. The press are wearing them. If the owner wears one too, X will stand out. We can’t have that.”

“What would you suggest?”

“That both the manager and X don’t wear one. That means X stands out, but isn’t the only one standing out.”

Done. I pulled my client’s high-vis vest off.

There was also a detailed conversation about car manoeuvres, which side of the car X would exit on arrival, and in what direction the car would sweep around the car park. We needed a car parking space that was close, but far away enough so as not to detract from the welcome party.

Conversations were interrupted by the media rep sloping off to use his mobile and feeding X and X’s staff with facts and figures on the business. I was impressed to see that each and every fact that was drip-fed to X just minutes beforehand, was cleverly dropped into conversations and speeches on arrival. Smart cookies, these politicians.

The visit only lasted an hour. By the end of it – not even a day after the first phone call telling us of the visit – I was exhausted. I said as much to the media rep. “That’s every day for me,” was his reply.

It’s made me hold politicians and their PR people in much higher esteem than I used to. And while there was no excuse for those radio interview screw-ups by the Labour Party, I’m willing to cut them all just a tiny bit more slack.

Kirsty Wark’s praise for Perth’s groundbreaking Menopause Café

The World’s first Menopause Café will be held in Perth next month, aimed at breaking down taboos over the ‘third stage of life’.

Inspired by Kirsty Wark’s recent BBC Scotland documentary on the subject, the free event will be hosted by Perth-based Rowan Consultancy, who celebrate their 20th anniversary this year.

With both male and female participants of all ages, Menopause Café will be held between 6 and 8pm on Monday, June 12, 2017 in the city’s Blend Coffee Lounge.

In their 20 year history, Rowan Consultancy have seen over 3,000 counselling clients and delivered training to at least that number of participants within commercial organisations across Perthshire, Dundee, Angus and Fife.

PBN member Rachel Weiss commented: “The Menopause Café is aimed at women and men of all ages who would like to come along and talk about the menopause, to share their stories, experiences and questions, all made that little bit easier with tea and cake.

“Everything we do at Rowan is underpinned by communication and, having used this format successfully to discuss the similarly taboo topic of death, we thought the menopause would be another topic to explore, and encourage conversation around. Unfortunately, many women feel that they should just ‘get on with’ the Menopause, with some never talking to their friends of family about it, but the reality is that it affects all women eventually, not forgetting those who live and spend time with them. People can come along and just listen, or join in on the discussions, hopefully leaving with a clearer sense of the impact of the menopause on those who are experiencing it, alongside their families, friends and colleagues.”

The event has also been welcomed by Kirsty Wark who said: “I am so thrilled that this group has started a Menopause Café. I hope this event inspires others to do the same.”

In addition to Rachel Weiss, the event is being organised by Lorna Fotheringham, Andy Sanwell and Gail Jack, also from Perth.

Lorna added: “When I saw Rowan Consultancy’s original Facebook post regarding this idea, I thought how brilliant that someone is thinking of doing something locally. The BBC Scotland programme has opened a door to a bigger conversation and I’m delighted that Rachel has brought the idea to life.”

Meanwhile, Gail continued: “I struggled for years not realising that I was going through the peri-menopause so I’m glad to be involved in this groundbreaking cafe. A space to chat, laugh and gain wisdom over a cup of coffee!”

Booking is recommended. For more information, please visit  http://www.menopausecafe.net/

From Press to PR: The dark art of pitching to the printed press

Award-winning, multi-media journalist and sub-editor ALISON LOWSON recently swapped print for PR after 28 years in the weekly/national newspaper business. Now working for leading Scottish independent marketing agency Volpa, Media Scotland’s former Central Tayside regional editor (Perthshire Advertiser, Strathearn Herald, Blairgowrie Advertiser, Stirling Observer) shares her top tips for teeing up top notch newspaper coverage …

Gone are the days when a journalist could spend time researching a story to her satisfaction.

With newsrooms under pressure to churn out content 24/7, fact-checked and finely-tuned copy is becoming a luxury that the printed press cannot afford.

Back in the day, an army of “readers” were employed to scour the paper for factual errors, glaring typos and wrongly captioned photos, before printing.

But that era is long gone, and it’s not unusual to see the hallowed pages of the big, national daily papers littered with embarrassing mistakes and so-called “fake news”.

It’s no surprise that standards are slipping. In this brave, new digital world, the overworked, underpaid hack isn’t just responsible for filling the paper with quality copy. She has to be a design genius as well – laying out pages, writing headlines and resizing pictures.

The toil doesn’t stop there. Every story has to be re-filed and packaged for the website. In some cases, this means briefly tweaking existing copy before uploading the words and images to the web. But, more often than not, it means creating a bespoke video package or photo gallery for the title’s digital offering. Which then had to be linked to the title’s social media with click-bait catchlines to maximise unique users and page views.

While extremely bad news for journalists, this state of affairs presents a real opportunity for the well-placed PR professional.

During my last 10 years as a newspaper editor, the daily flood of press releases were a lifeline that frequently kept my six weekly papers and companion websites and social media offering ticking over.

Admittedly 80% of the releases that pored into my in-box were pure dross (restaurant openings in London; book signings in Perth, Australia; random surveys etc. etc.), but the other 20% were gold dust for the hard-pressed editor faced with filling hundreds of blank pages every week.

There was a small, hard-core of agencies – Volpa at the top of the list – that I could rely on to send me great local stories, beautifully written and fact-checked, with a Dropbox link to some fantastic photography. All I had to do was re-write the intro and Bob’s Your Uncle/Fanny’s Your Aunt and I was in business.

Since moving from Media Scotland to Volpa at the beginning of the year, I’ve learned that many PR people consider pitching to newspaper journalists some kind of “dark art”.

But it’s really just common sense …

  1. RESEARCH. Read the newspaper and get a feel for the kind of stories they run. No point pitching a restaurant review or a press travel trip to a publication that doesn’t have a features section.
  2. COMPETITIONS. If you can’t get coverage in the news/features pages, ask you client to consider a competition. Usually they’ll have to put up a prize valued at £500+ but in return they’ll get at least ¼ page coverage. Most papers have a dedicated marketing/competition departments – these are the people to contact in the first instance.
  3. ADVERTISING. Weekly newspapers look after their advertisers extremely well (they are an endangered species after all!). If your client agrees a regular spend (even if it’s just a ¼ page, twice a year), then the editor is usually happy to give them “added value” editorial coverage.

4.. DEADLINES. Find out when the paper goes to press and DO NOT PHONE and hassle the journalist on deadline.

  1. CUTTNGS. Journalists are plagued with PR agencies looking for back copies and PDFs for clients. You might get one if you are a good contact (or if your client is an advertiser), but generally speaking you’ll just piss off a potential contact (particularly if you don’t know if/when the story was published). Instead, phone the customer service number and order a copy. Or better still pay for a cuttings agency.
  2. BE UPFRONT #1. Don’t hide bad news in the last par. It’s the first place a journalist will look. Especially in council press releases.
  3. BE UPFRONT #2. Don’t use jargon or council “double speak” to disguise bad news. Journalists are multi-lingual and know full well that “rationalisation” and “restructuring” mean job losses.
  4. IMAGES #1. Unless Justin Beiber/Meghan Markle is involved, it’s unlikely you’ll get a staff photographer to cover your event (especially at the weekend, or after 5pm). To boost your chance of coverage, always attach a great image or video (or both) with your press release. And remember to caption it properly, with a left to right of everyone pictured.
  5. IMAGES #2: Bypass the newsdesk entirely and consider pitching to the picture desk (nationals) or staff photographer (weeklies).
  6. EMBARGOES. Embargoes are a waste of time. Particularly if the release has been sent out as a blanket mailshot to dailies, weeklies, TV and radio at the same time. Someone ALWAYS breaks the embargo.
  7. HOUSE STYLE. All newspapers have a “house style” particularly for dates and numbers. Generally speaking, dates should be written as follows: Friday, May 8. And numbers: one to nine should be written in full, and 10 and above in numerals. Time-pressed journalists hate having to make these changes when cutting and pasting press releases.

No soggy bottoms here! Volpa’s bake-off raises a fantastic £307 for the ARCHIE Foundation

There were no soggy bottoms on show when Volpa’s big-hearted bakers rose to the occasion to support the ARCHIE Foundation’s Big Cake Day on Friday, April 28.

Enthusiastic staff at the award-winning marketing agency in Perth showed off their culinary skills by baking a huge range of sweet treats which were sold to customers, colleagues and friends for a donation.

The event raised a whopping £307 for the charity which supports children’s healthcare in Tayside and Scotland.

Volpa’s bake sale was enjoyed by fellow businesses at the King James VI Business Centre who tucked into everything from traditional Scottish tablet, to a gin drizzle cake, an orange and green tea loaf, and a fantastic array of biscuits, buns and cupcakes. The event was supported by Castlecroft Commercial Property who provided tea and coffee for guests.

Volpa’s managing director Tricia Fox said: “I am very proud of my team who really pulled out all the stops to support the bake sale and produced an incredible selection of baked goods.

“I’d also like to thank Castlecroft Commercial Property for putting on the teas and coffees and to the tenants of the King James VI Business Centre for being so generous.

“Overall our event raised £307 for the ARCHIE Foundation and will ensure sick children across Tayside and Scotland benefit from the very best of care and equipment.”

VOLPA’S TRICIA FOX LEADS TRIO OF INSPIRATIONAL SPEAKERS ON INTERNATIONAL WOMEN’S DAY

Three inspirational businesswomen shared the secrets of their success at a special event organised by Perth Businesswomen’s Network (PBN) at the Lovat Hotel on Wednesday evening.

Timed to coincide with International Women’s Day, guest speakers Tricia Fox, Jane Rennie and Rachel Hanretty revealed what it’s really like to be a female entrepreneur.

The well-attended networking session was entitled ‘Women in Business – You’ve Got What it takes’.

Tricia Fox, MD and founder of leading Scottish independent marketing agency Volpa, opened the event by encouraging women to learn from their mistakes and use the experience as a springboard to future success.

She also championed Perth as the perfect place to start a business, and charted Volpa’s expansion from four to 14 members of staff working with clients both in the UK and on the continent.

Explained Tricia: “At Volpa we work to a traditional ‘agency’ format with a core team of 14 in-house experts covering all aspects of marketing, website design, social media development, graphic design, copywriting, photography and illustration.”

Tricia was followed by Rachel Hanretty, founder and director of Mademoiselle Macaron, who explained how she turned a passion for delicate French patisserie into a thriving café and mail order business near Edinburgh Castle.

The evening was rounded off by Jane Rennie, new PBN chairwoman and MD of ConsultingM3.

ConsultingM3 specialises in training and developing consultancy, coaching and leadership development programmes, helping organisations to improve performance, increase productivity and achieve extraordinary results.

Jane said: “PBN was delighted to host these highly experienced, inspirational and successful women as guest speakers.

“We recognise that women are hugely ambitious and driven, but we also see many women who feel that they perhaps don’t always have ‘what it takes’ to be successful in their own business.

“Whether you are an established business owner, or just starting out, our accomplished guest speakers demonstrated the attributes which helped shape their success.”

More information about PBN events is available at www.perthshirebusinesswomen.co.uk

Pictured from left to right, Jane Rennie (PBN chair), Tricia Fox (MD, Volpa) and Rachel Hanretty (Director, Mademoiselle Macron).

Student Blog- Organising a photo shoot

It was a shorter than usual day in the office, as I had to leave at 2 pm in order to arrive in time to a meeting taking place at the University, but nonetheless very interesting and engaging. I spent the better part of the day researching on the internet in order to compare the offer Kingsway Apartments advertises with its competitors in the Dundee area. It made me feel very engaged in the project and it made me more confident in my own abilities as the research I had done was not only take into consideration but used as a point of reference for what should be advertised on the website and what would make the offer more appealing, well-rounded, and competitive.

The owner of Kingsway Apartments – the former Alloway Halls – decided that he wants to re-open the halls he purchased from Abertay University to students at an affordable price whilst ensuring it offers a high quality of living; and he decide to bring his business to Volpa and ask the specialist team here help with everything from website design to organising promotional photoshoots. Now, while on the topic of photoshoots, the day after my placement we actually organised one in order to be able to show real images from the new private halls. I enjoyed the experience as I felt Fraser put a lot of his trust in me by involving me in the process and relying on me to find 6 students to take part in the photoshoot – which, granted, was not such a hard task once I was given the green light to offer pizza as method of repaying them for helping; although I did have changes to the students coming twice fold due to unforeseen circumstances which I am rather grateful­­­  for as it put me in the situation of having to resolve a mini-crisis in a mature and timely manner.

Five of us had previously lived at Alloway in first year so going back was a trip down memory lane – but a rather more modern, comfortable, and affordable lane than the one we remembered. We had a great time as it did not even feel like a true photoshoot when all eyes are on you and you feel so dwarfed by the camera lens and the blinding light but rather like a nice gathering of friends, chatting and having pizza together (which happened rather often at Alloway so it was oddly suitable). All in all, it was good fun and also a very instructive experience for me!

Before leaving for my meeting in Dundee. Fraser showed me how they upload my blogs to the website and I had the chance to see a face of it not visible to regular users. The platform they use is very user friendly while at the same time all-encompassing when it comes to all the features and details which can be added to/on the website. I think it is safe to say I would be rather good at uploading blogs – now all I have left to do is find the company which advertises the ‘high-paying’ job of Blog Uploader (but without asking for the content of said blog to be made by the uploader) and I am sorted.

In the last half an hour of my time in the office I had the pleasure of sitting in on another presentation telling the story of how each of the Volpa employees grew from little children with big dreams to adults who are now working for Volpa with a truckload of memorable moments (some downright amusing, some serious, some moving) and great expertise. The story I got to hear was that of Alison Lowson, PR Executive at Volpa, and it kept us laughing throughout with all these wild and unforgettable stories of a woman who lived a full and fulfilling life while pursuing the career she wanted before deciding to try something new.

 

Student Blog – A day in the office

In the morning Fraser had a look over the cover letters for the three positions I was applying for as part of the first Supplementary List offered by the Saltire Scholarship. Receiving feedback from a professional over my style of writing and ideas was not only extremely useful but it also gave insight in the way someone receiving such a cover letter would perceive it and analyse it. Fraser said they were all really good having only small suggestions over what should be changed in some or what should be impressed upon in others – this helped built my confidence in my writing skills, for it is one thing to believe you might be a good writer and a completely another to actually hear that from someone who’s opinion is sanctioned and relevant.

Afterwards, I had the opportunity to sit in on another meeting of the PR department and to hear about the progress of all upcoming projects which are currently under development. For example, I learned there will be a huge and rather impressive LEGO™ Exhibition at Perth Museum in March and just by hearing the updates on the exhibition and its publicity campaign made me really want to go visit it once it is open to the public. ­Another story had the Balhousie Care Home at its centre, highlighting the new initiative taken by the care home in giving its residents a say in the selection of their carers and the care process itself – a commendable initiative, in my opinion, which takes into account the most important part of a care home, its residents.

One of the most exciting update for me was, however, the March launch by the Famous Grouse of another type of Whisky, distilled in 1987 and which has never been presented to the public before. The announcement was not exciting due to my love of alcohol (rather non-existent to the sore disappointment of my university friends – though I will always appreciate a good quality drink if the occasion or meal calls for it) but because the week previous I was actually involved in a part of the publicity process – without even realising it until now. Volpa was given two bottles of the precious whisky to help promote it and I was entrusted with the task of pouring one of the bottles into 14 smaller bottles to be sent to different bloggers, connoisseurs, and opinion-makers in order to hear their opinion of it. From the smell of it I can definitely attest it is a very good whisky (even with my rudimentary level of whisky knowledge) but I reckon that Gordon’s opinion who seems very well versed in the whisky world and who did not just smell it but took the “angels’ share” of the bottle (not exactly the vapour released by the evaporation process during maturation but rather the last 15 ml I had left over).

Afterwards, Fraser had a couple of meetings he had to attend and he left me with the job of compiling a list of all written Scottish publications and their daily ABC totals (the number of physical copies sold each day by the publication). Volpa uses the figures when delivering coverage reports to their clients in order to give tangible evidence of the approximate number of people reached by a particular advert or article. It was a tedious job but at the same time with each new line or sheet added to my Excel document that sense of satisfaction and pride in yourself that you have when make something from scratch, with your hands came over me. I suppose it is because it was one of the first important/official documents I was writing which will actually help Fraser from now on (not to mention that I was pleasantly surprised of how naturally writing it and coming up with a formal, yet easy to understand format was). I managed to finish the entire list just a few minutes before 5 o’clock which was just in time for Fraser to have a look over it and be pleased with my results – at least I know I can do basic data presentation right.