Author: Joshua Orie

Keir Starmer’s first 100 days in office were meant to be about resetting the country’s course and restoring stability after years of turbulence. But instead of a smooth take-off, Labour’s early days have been marked by unforced errors, missteps, and distractions. From controversies over clothing donations to internal reshuffles, Starmer’s start hasn’t gone entirely to plan.

The recent controversy over Labour ministers accepting luxury clothing donations became a symbol of the kind of distractions that have plagued Starmer’s government. It emerged that Starmer, his wife, as well as key Labour figures like Rachel Reeves and Angela Rayner, had accepted thousands of pounds worth of designer clothing and accessories from party donors. This revelation raised eyebrows, especially when contrasted with Labour’s message of solidarity with struggling families after 14 years of the Conservatives.

The optics were bad. At a time when Labour was cutting the winter fuel payment for pensioners, the idea of its leaders receiving tailored suits and personal shoppers didn’t sit well with voters still facing a cost-of-living crisis. Even though Starmer and his team quickly announced they would no longer accept such donations, the damage was done. The controversy highlighted a gap between Labour’s rhetoric of shared sacrifice and the perception of its leaders living in a different world.

Lisa Nandy, Labour’s Culture Secretary, defended the government’s decision to put an end to these donations, saying they didn’t want people to believe they were living “very different lives” from the average voter. But the reality is, this was a self-inflicted wound that could have been avoided—a classic case of a government stepping on its own message just when it needed to be projecting unity and focus.

Amid the turbulence of these first 100 days, a significant internal shake-up took place with the promotion of Morgan McSweeney to chief of staff. Following Sue Gray’s abrupt resignation amid intense scrutiny and infighting, McSweeney’s rise represents a pivot to a more disciplined, campaign-driven approach. As the mastermind behind Labour’s election victory, McSweeney’s no-nonsense style is now front and centre in Downing Street.

McSweeney’s promotion could not come at a more opportune time. Known for his relentless focus on winning and his knack for cutting through internal noise, he’s been tasked with getting Labour’s agenda back on track. His presence is already being felt, as the government aims to shift the narrative from internal missteps to delivering on promises and restoring faith in Labour’s leadership.

Starmer’s message of stability is resonating in some quarters, particularly among some business leaders and investors who are eager for a government that can offer a steady hand. Speaking at the UK’s International Investment Summit, Starmer outlined his vision for a partnership between the private sector and government, focused on economic growth and cutting unnecessary regulation. Leaders like Amanda Blanc from Aviva and Anders Opedal from Equinor praised this approach, signalling confidence in Labour’s ability to drive investment and economic reform.

However, the upcoming budget will be the real test of Labour’s economic strategy. Chancellor Rachel Reeves has hinted at potentially abandoning traditional debt rules to unlock billions for infrastructure investment—a bold move that could reshape the UK’s fiscal policy. But there are risks involved and what has been trailed ahead of the budget could pose even greater challenges for the business community.

The widely anticipated decision to increase capital gains tax for example, combined with proposed hikes in National Insurance for employers, signals a shift that could directly impact businesses’ bottom lines. While these measures are framed by their supporters as necessary steps for balancing the economy, they risk creating a more hostile environment for investment and growth – the exact opposite of what Starmer says he wants to achieve.

A hike in capital gains tax could mean a reconsideration of investment by business and a likely decrease in disposable capital available for future ventures. Similarly, higher National Insurance contributions will put additional pressure on employers, making it more costly to expand workforces or increase salaries at a time when economic growth is supposed to be the priority. These moves, while potentially popular with Labour’s base, could strain relationships with business leaders who are looking for the policies that support growth, innovation, and competitiveness they were promised during the election campaign.

Starmer’s first 100 days have not gone according to plan. Instead of a steady march towards stability, it’s been more of a stumble through self-made obstacles. Yet, with Morgan McSweeney now in the driving seat and a renewed focus on aligning Labour’s message with the concerns of ordinary voters, Starmer has acted quickly to try and change course.

The upcoming budget will be a make-or-break moment. If Starmer can steer the ship through these early storms and focus on the long game, he has a real opportunity to turn these initial stumbles into a story of recovery and renewed purpose.

The first 100 days were rough, marked by missteps and unforced errors. But with some recalibration, Starmer is trying to take back control. The Budget will be the clearest indication yet whether Labour’s rhetoric in opposition will match the reality in government.

The BrightonSEO October 2024 conference took the digital marketing world by storm, offering an enlightening glimpse into the rapidly evolving landscape where artificial intelligence is taking centre stage. The event tackled four crucial themes: brand building, upper-funnel content, user experience, and technical excellence.

Here at BIG, we’ve distilled the key insights to ensure both our clients, and our own strategies remain at the forefront of the industry.

Brand building amidst the content deluge

In today’s digital age, where content saturation is widespread, establishing a standout brand has never been more essential. A major takeaway from BrightonSEO was the growing importance of brand authority. The event emphasised creativity and genuine storytelling as pivotal elements, with Carrie Rose highlighting social media’s influence on brand visibility. Her insights illustrated a direct correlation between social engagement and enhanced Google search performance, signalling that captivating content on social platforms is more than just a follower magnet—it can significantly boost search rankings.

At BIG, this aligns seamlessly with our integrated content strategies, where authentic and creative content isn’t just about capturing attention but driving real results. The message is clear: in a crowded content landscape, authenticity and creativity aren’t optional—they’re fundamental to brand discovery and SEO growth.

The power of upper-funnel content: building relationships early

The importance of engaging potential customers early on their journey was another hot topic. Presenters underscored the value of upper-funnel content that nurtures awareness and fosters relationships long before a purchase decision has been made. Platforms like TikTok, Instagram, and user-generated content campaigns were spotlighted for their role in establishing these early connections.

A particularly compelling statistic emerged: 52% of online brand discovery happens on social media, with 75% of consumers researching brands on these platforms prior to making a purchase. This data reinforces what we at BIG have been advising for years—building connections from the outset is crucial for long-term success. It’s not just about the final conversion; it’s about cultivating relationships that convert over time.

AI and machine learning: transforming SEO efficiency

Artificial intelligence and machine learning are rapidly reshaping SEO practices, and BrightonSEO delivered powerful insights into how these technologies are being harnessed for efficiency. Talks by Jonathan Roberts and Lazarina Stoy revealed AI’s potential to expedite audits, anticipate user behaviours, and analyse data with unprecedented accuracy. However, balance emerged as a recurring theme; AI cannot replace the creative spark that humans bring to content creation.

Michael Suski from SurferSEO cautioned against flooding the internet with low-quality, AI-generated content, advising brands to focus on quality while gradually increasing content production by 20-30% annually. His advice is particularly timely given Google’s latest core update, which penalises content produced solely for rankings.

Paid media is also seeing AI-driven evolution, with the technology being used in two key ways: Reinforced Learning, where platforms learn from data to enhance performance, and Generative AI, which serves as a creative catalyst. This is especially pertinent in B2B marketing, where extended sales cycles can benefit from AI’s ability to optimise campaigns like Google Ads Performance Max.

Putting users first: the rise of user-centricity

User-centric content emerged as a pivotal theme, with speakers emphasising that understanding and addressing genuine user needs is crucial. Sophie Coley drove home the point that content should not merely chase clicks but provide genuine value to the audience. While AI can predict trends and user needs, it is human insight that truly captures the emotions and challenges faced by the audience.

At BIG, our content strategies embody this philosophy, ensuring that while AI aids efficiency, the human touch ensures content truly resonates. Our user-centric approach goes beyond generating clicks; it builds trust and fosters long-lasting relationships with the audience.

Technical SEO and  getting the basics right

While AI and creativity stole the spotlight, the importance of technical SEO remained a vital takeaway. Nikki Halliwell’s discussion on site migrations highlighted the risks associated with neglecting technical SEO elements, such as improper redirects and poor indexation, which can severely impact search rankings.

BIG has always championed technical precision. Without robust technical SEO, even the most creative content can fall short. This is a timely reminder that while automation can handle some heavy lifting, ensuring that a site is properly indexed and crawlable is still fundamental.

Bonus insight: exploring new paid media avenues with Spotify and WeAre8

James Armstrong’s case studies provided a fresh perspective on paid media, spotlighting platforms like Spotify and WeAre8 as viable alternatives when traditional channels underperform. Spotify’s contextual targeting, along with non-skippable ads and a low-budget entry point, makes it an appealing choice for brands. Moreover, the platform’s inclusion of free voiceover features adds value for smaller campaigns.

WeAre8, a lesser-known platform, also made waves with its impressive 99% video ad completion rate, far surpassing Meta’s 0.47%. For marketers aiming to diversify their paid strategies, WeAre8 represents a compelling opportunity to capture and retain audience attention.

The BrightonSEO October 2024 conference served as a powerful reminder of the importance of balance—whether it’s between creativity and technical SEO or the interplay of human insight and AI.

At BIG, we’re already integrating these trends into our workflows, combining cutting-edge AI capabilities with deep expertise in content strategy, brand building, and user experience.

By continually refining our approach and applying these insights, we’re confident in our ability to help clients navigate and thrive in the increasingly AI-driven landscape of digital marketing.

For brands aiming to stay ahead, the key is clear: embrace the potential of AI, but never forget the irreplaceable value of the human touch.

John Swinney, a seasoned politician and senior figure in the Scottish National Party, has recently been thrust back into the spotlight as Scotland’s new First Minister. Our public affairs team has taken a look at the career of the man who has been at the centre of Scotland’s administrations for 16 out of the last 17 years – and what his return to frontline politics will mean for you.

Constituency record:

MSP for Perthshire North (Constituency) 2011 – present day

Former MSP for North Tayside (Constituency) 1999 – 2011

MP for Tayside North (1997-2001) 

Top of Form

Biography

Born and raised in Edinburgh, Swinney worked in finance before entering politics, joining the SNP in 1979 at the age of 15. He rose through the party ranks, becoming secretary at 22 and forming close relationships with former leaders Gordon Wilson and Alex Salmond.

Swinney succeeded Salmond as SNP leader in 2000 but faced challenges during his leadership, with losses in elections and internal party strife. After stepping down as leader following disappointing results in the 2003 Holyrood and 2004 European elections, he continued to play a significant role in the party under the leadership of Alex Salmond and Nicola Sturgeon

.

He has held various senior positions within the Scottish Government, notably as the Cabinet Secretary for Finance and Sustainable Growth from 2007 to 2016. In this role, he was responsible for the Scottish budget and played a key part in promoting Scotland’s economic development and fiscal policies.

In 2014, Swinney took on the role of Deputy First Minister and in 2016 became Cabinet Secretary for Education and Skills, a testament to his versatility and senior position within the government. His tenure in education was marked by efforts to improve the Scottish education system, though he also faced criticism over educational policies and school assessments.

Swinney announced his resignation from government in 2023 when Nicola Sturgeon stepped down but returned to the limelight as a candidate for the SNP leadership following Humza Yousaf’s resignation.

 Since announcing his intention to stand, he has emphasised party unity as the best means to achieve independence and has rejected the notion he is a “caretaker” leader, stating his determination to lead the SNP through the upcoming General Election and 2026 Holyrood elections. 

Politically, John Swinney was a close ally of both Alex Salmond and Nicola Sturgeon and is considered to be on the party’s centre ground. A well-respected senior member of the SNP with a reputation for competence, he has expressed an intention to work with all parties on an issue-by-issue basis to pass legislation rather than simply rely on votes from the Greens.

Political Context

In assuming the party leadership and the office of First Minister unopposed, Swinney has secured the backing of Kate Forbes, his only likely challenger, in return for what is expected to be a significant cabinet role for Forbes. 

This unofficial pact may quell some of the internal discontent and division with the SNP – Swinney has explicitly stated that he believes the party is not as “cohesive” as it needs to be and has stated his intention to reunify different strands within it. 

Such an approach, and the return of Forbes to a front-line role, signals an attempt to combine Swinney’s stated centre-left credentials, and his declared mission of ending child poverty, with a renewed focus on economic growth.

It remains to be seen whether Swinney’s goal of reunifying the party will dampen expressions of internal discontent or lead to an improved polling position for the SNP ahead of the coming UK general election. 

Policy Positions

Economy

John Swinney has articulated a vision for Scotland’s economy centred on the concept of a wellbeing economy. This approach aims to transform the economy into one that not only grows but also serves the needs of current and future generations within safe environmental limits. He has emphasised the importance of a worker- and community-led just transition to a net-zero, nature-positive economy that prioritises equality, human rights, and fair work.

In his discussions and lectures, Swinney has also highlighted the need for Scotland to rebalance its economy to promote innovation and productivity. He supports using a comprehensive range of policy tools, including taxation, regulation, and public spending, to diversify Scotland’s industrial base and enhance manufacturing and productivity. As someone who adopts a gradualist, rather than fundamentalist approach to achieving independence, he sees devolution and independence as opportunities to implement policies that are aligned with Scotland’s unique strengths and challenges​.

In his leadership acceptance speech, John Swinney committed to an economic vision that involves tackling the cost-of-living crisis, supporting sustainable job creation, and improving essential infrastructure like housing and transport.  

Transport

As part of the Salmond and Sturgeon administrations he was involved in projects such as the opening of the Borders railway and the nationalisation of ScotRail.

His work in the parliament has also touched upon integrating public transport systems to improve accessibility and efficiency. This involves supporting initiatives that align with broader Scottish transport strategies, such as the enhancements of the Clyde Metro and strategic bus priority measures, which aim to bolster the public transport network and address issues like accessibility and regional connectivity​.   

John Swinney has been involved in discussions and developments concerning the A9 dualling project over many years, often expressing concerns about the project’s scope and financial implications. In 2008, Swinney, then the Finance Secretary, raised alarms about the significant costs and potential difficulties of the A9 dualling project. This occurred just before the formal announcement by then First Minister Alex Salmond, committing to the project’s completion by 2025​.  Despite these concerns, Swinney has also acknowledged the importance of the A9 dualling for enhancing road safety and  economic opportunities in the region. This suggests he may take difficult decisions if he believes they’re right, even when they could affect his own electoral prospects. 

Tourism

John Swinney has expressed strong support for the tourism sector, recognising its crucial economic contribution to Scotland. In his address at the SNP conference in 2021, he highlighted the government’s financial support for the tourism industry, particularly in light of the challenges posed by the pandemic. This support included significant monetary allocations aimed at aiding the hardest-hit sectors of the economy, with tourism receiving £25 million to help mitigate the impacts of the crisis.

Energy

Generally, John Swinney’s policy is likely to align with the broader SNP stance, which balances the economic benefits of oil and gas revenues with a strong commitment to renewable energy and Scotland’s transition towards net-zero emissions. He has signalled in recent weeks that he wants to move away from some of the Green-led policies of the last three years, stating that the net zero transition must “work with and not against” Scotland’s oil and gas industry. Swinney has also discussed the inadequacy of UK energy support schemes for businesses without broader reforms to the energy market, suggesting that more substantial changes are necessary to ensure energy affordability and sustainability.

Environmental and Rural Affairs 

John Swinney has shown a strong commitment to addressing environmental issues and supporting rural affairs within Scotland’s government. He has been part of efforts to promote policies that ensure sustainable development and environmental conservation, recognising the intrinsic link between rural affairs and Scotland’s overall economic health. His approach typically emphasised the need for sustainable practices that support both the economy and the environment, aligning with broader government strategies aiming at a wellbeing economy that includes significant environmental components.

Healthcare

John Swinney has expressed a strong commitment to healthcare, emphasising the importance of increasing funding for the NHS, and oversaw an overall increase in health spending during his time as Finance Secretary.

In 2023, charities voiced concerns to John Swinney, then Acting Finance minister that the proportion of funding specifically for mental health services had effectively reduced in real terms.  

In his leadership acceptance speech, John Swinney highlighted a commitment to addressing challenges faced by the NHS among other priorities. He emphasised the importance of collaborative work across party lines to enhance public services like healthcare and improve the overall welfare of Scotland.

Housing

John Swinney has been engaged in addressing several aspects of Scotland’s housing crisis, throughout his time in government, particularly focusing on social housing and the broader challenges of the housing market.

Swinney has highlighted social housing as a critical area, expressing concerns about budget cuts from the UK government that could impact Scottish housing policy. He has urged for considerations that would prevent disproportionate cuts in Scotland compared to other parts of the UK, emphasising the unique challenges and achievements in keeping social rents low in Scotland​. 

Swinney has also been involved in discussions around fiscal policies impacting housing, advocating for the Scottish Government’s ability to design distinctive approaches to address these challenges, aligning with a vision of a fairer society. In his acceptance speech for the SNP leadership, he expressed a commitment to addressing the housing crisis in Scotland. He emphasised building more homes as part of a broader vision to create a dynamic and inclusive Scotland.  

Education   

John Swinney’s tenure as Education Secretary from 2016 onwards was marked by ambitious goals and varied results. He focused on improving Scottish education through strategies that aimed at both excellence and equity. A key pledge during his time was to close the attainment gap, a longstanding issue in Scottish education. Despite efforts and investments, including over £750 million through the Attainment Scotland Fund, progress in closing this gap has been mixed.

Criticism and support for Swinney’s policies have been mixed among educators and political figures. He was known for being open to dialogue, often engaging directly with teachers and educational leaders to discuss and refine his policies. 

Fraser Paterson, a former senior adviser to Charlotte Street Partners and a Labour MSP has joined BIG Partnership as its new Head of Public Affairs. The move comes as the agency seeks to support clients through a likely change of government at Westminster. 

Fraser Paterson, who previously managed PR and public affairs at the Royal College of Physicians and Surgeons of Glasgow, brings more than a decade of experience in political relations and will continue BIG’s growth in this area. 

He began his career as a parliamentary assistant to Labour’s Anne McTaggart before setting up and running his own consultancy for six years. 

Fraser also devised and led on the Holyrood Rocks project, which focused on encouraging young people to get involved in politics and use their democratic right to vote. 

BIG’s Chief Executive Allan Barr said: “Fraser brings an exceptional understanding of the Labour party and its policies and his arrival represents another significant investment in our business’s future. We’ve inevitably seen a major increase in businesses looking to understand what the new political environment might mean. Fraser is ideally suited to advise clients who are creating the jobs and providing the investment that our economy is crying out for. In a time of significant change, it’s vital we have the right team and Fraser is an excellent addition to our existing talent.”

Fraser added: “The opportunity to join the country’s largest communications agency does not come along very often. BIG already has a well-established public affairs practice and has laid out an ambitious strategy for growth. Many of BIG’s clients are directly involved in addressing some of the most important economic and environmental challenges faced by our country. I’m excited to contribute my skills and experience in putting forward the positive agendas they have for policy-making and investment.”

This is the second public affairs hire for BIG this year. In January, senior account manager Paul Murphie, joined from Pagoda PR, where he led the firm’s public affairs practice. Paul was previously Deputy Head of Monitoring at political and intelligence research firm Newsdirect.  

The two appointments bring the strength of BIG’s public affairs team to four, with Fraser and Paul working alongside account manager Jen Scott and head of office Stewart Argo.

Barring a Devon Loch style collapse, the Labour Party will win the UK general election on July 4, Keir Starmer will become Prime Minister and Ed Miliband will almost certainly take on a senior energy policy role.

After the energy crisis of 2022, and the subsequent cost-of-living crisis that UK is still grappling with, it’s only natural that the sector, and therefore Miliband, are central to the national conversation. But while rhetoric is batted back and forth and the theatre of vote courting is scrutinised by the media, everybody knows what the end result will be.

Realistically the writing has been on the wall for a while now and the energy sector has had plenty of time to analyse, predict and overthink Starmer’s plans for the industry. To paraphrase philosopher Descartes, greater attention should be given to what people do, rather than what they say, and the conversation must now turn to what a Labour government looks like in practice.

We all know the headline pledge to create ‘GB Energy’ and headquarter it in Scotland, but the nuts and bolts of this flagship policy remain shrouded in uncertainty, while the North Sea is nervously waiting to see what the new government has in store for oil and gas. The upcoming launch of the Labour manifesto has a lot of questions to answer.

The impact of GB Energy

According to Starmer, GB Energy is an “investment vehicle” that will drive funding of clean power, rather than a publicly-owned utility as had originally been thought. The PM in-waiting believes it will encourage the private sector to invest too and will lead to “tens of thousands of jobs”. Overall, the government will spend £8 billion on GB Energy over the course of the next five years, although £3.3bn of that is ringfenced for Labour’s local power plan for small-scale clean power projects. 

In which city GB Energy will be headquartered remains to be seen, but Aberdeen, the UK’s energy capital, has a strong claim as its spiritual home. The north-east, or more specifically the North Sea, has been the source of much of the country’s energy since the 1970s, generating hundreds of billions of pounds in revenue for the Treasury in the process. 

It is a region in transition though, as the oil and gas industry continues its long decline to be increasingly replaced by renewables. Sustaining, and hopefully growing, jobs along the way is paramount, and transitioning workers from one sector to the other, as outlined by a recent Robert Gordon University report, is a challenge that Starmer and his party must negotiate. Insiders suggest the announcement of the HQ location is being kept up Labour’s sleeve to use ahead of the next Scottish Parliament election, likely to be held in 2026.

GB Energy polls well and is liked by voters, who feel that it removes fears over energy security and a reliance on foreign imports. But the public also like the windfall tax on the profits of oil and gas companies, whereas there are legitimate gripes in Aberdeen and the wider energy community over its impact on the sector’s ability, or indeed willingness, to invest in the cleaner energy sources needed. That disconnect between sector and consumer is a tightrope that Starmer must walk.

Opportunity for Starmer

The manifesto launch is an opportunity for Starmer to outline exactly what Labour’s plans are and how he intends to implement them. It must outline exactly how far Labour will go in its green pledges and whether this will be at odds with the long-term future of North Sea oil and gas. Moreover, Starmer must provide granular detail on what GB Energy actually is, beyond being a rather vague investment vehicle, and what technologies Labour are backing to meet its 2030 clean power objectives and the UK’s wider obligation to zero out emissions by 2050.

In an interesting session hosted recently by Politico, its energy reporters made the notable point that while Starmer has vowed to reform the planning system, voters may be surprised by what this physically looks like, as onshore windfarms, battery storage plants and hydrogen hubs pop up around the countryside over the coming years. It’s hardly controversial to say that a lack of infrastructure building has held the UK back, and Labour must reinforce what mandate it has to make the necessary widespread changes. As our client, DNV, has said previously, nimbyism opposition is a major hurdle in the route to net zero.

Labour are in the final furlongs of the general election race and seems poised to win by more than a length. We are now at the stage where every sector, from oil and gas to renewables, needs to know what Starmer intends to do with power.

Ben Palmer and Hamish Penman are account managers in BIG Partnership’s energy team.

There’s always an element of luck involved when working out the best time to launch a new report.

In supporting Robert Gordon University’s latest research, ‘Delivering our Energy Future’, the plan was to release the findings ahead of the UK General Election – we just didn’t know it would be the day before the Prime Minister made the call to go to the polls in July.

The report shows that the UK will fail to achieve a ‘just and fair’ transition by 2030 unless there is urgent alignment across the political spectrum to sustain UK offshore energy industry jobs, supply chain investments and the economic contribution of the workforce.

RGU analysed over 6,560 pathways for the UK offshore energy industry between now and 2030. The report concludes that UK and Scottish political decisions, rather than energy market economics, will determine the size of the workforce and supply chain, which makes the forthcoming election so important for the energy industry.

In its industry manifesto, OEUK states that by choosing a homegrown energy transition, “we can protect skills, secure investment and maximise sustainability”. This was echoed at our BIG breakfast event in Aberdeen last week, which featured representatives from operators, developers, investors and the supply chain.

There was considerable frustration around the table that the North Sea windfall tax, imposed by the Conservative government in response to the profits the oil and gas sector made during 2022’s energy crisis, remains in place, even though there are no longer windfall profits.

The Energy Profits Levy, as it is otherwise known, is to remain in place until 31 March 2029 and the Labour Party has announced plans to increase the windfall tax from 35% to 38% and extend it by a further year.

The SNP’s Westminster leader Stephen Flynn recently said that the windfall tax had been the “right thing to do” but proposals to increase the burden would stymie investment threatening jobs now and in the future. This was echoed last week by new First Minister John Swinney who said the tax had “gone too far”.

This year alone, several North Sea players have announced jobs cuts, blaming the windfall tax.

The fear amongst the guests at our roundtable was that the UK’s ‘energy resilience’ was under threat. Although the north east of Scotland is particularly affected, it was stressed that this is very much a national issue. Continued uncertainty is affecting investment, making domestic energy less competitive and increasing the UK’s exposure to costly imports.

The UK has a legally binding agreement to reach net zero by 2050 (2045 in Scotland) and the default line for politicians is that this very much remains the target. Fresh from the pandemic and the cost-of-living crisis, it is understandable that politicians are seeing net zero as an issue that can be addressed further down the line.

The UK became the first major economy in the world to halve its emissions between 1990 and 2022, which is a major accomplishment. However, what the RGU model highlights is that without pulling the right levers in the next five years, our hopes of achieving the mid-century ambitions in a ‘just and fair way’ hang by a thread.

What is required is a more joined up approach between industry and government. Our event showed that industry is chomping at the bit to engage with political parties of all colours and demonstrate the real impact of recent political decisions on workers.

The North Sea has the potential to be repurposed as a world-class, multi-energy basin. Only grown-up discussions can ensure that this ambition becomes a reality.

After last year’s announcements of integrating “AI (Artificial Intelligence)” into Google ads, it came as no surprise that Google Marketing Live 2024 was building upon this, taking the next steps to maximise the potential of the tool through some impressive innovations. This year highlights the new era of AI, new product launches, and strategic growth opportunities. We will explore some of the key features that were announced at the event and ones that we here at BIG were really excited to hear about.

AI Powered Shopping Ads

Users are starting to search in new ways, from asking more complicated questions through images and more. However, more avenues of search correlates to more opportunities to advertisers. Google is starting to test search and shopping ads in AI overviews. This allows advertisers to integrate short-form product videos, and virtual trying on with viewers now able to see how items fit by selecting different body types as well as 3D spinning. This allows shoppers to engage with products in a brand-new way before committing to purchases, the idea is to help sway them to click on ads and increase confidence. Even with strong creative assets, shoppers are always weary of making financial decisions without the physical product in hand. Enabling consumers to gauge a better understanding of the products in a virtual environment will help increase online sales.

Optimise

#

This year will see additional changes being made to Performance Max (Pmax), with Google pushing the campaign type to advertisers to help optimise their campaign performance. Despite some advertiser’s concerns with Pmax, the campaign did see a multitude of changes with new AI-powered tools helping advertisers speed up the creation of high-quality assets across multiple channels by 5x.
Additionally, slightly more control is returning to advertisers to help maintain brand image. This comes in the form of guardrails such as the introduction of fonts, colours, and imagery to campaign creation. Google is starting to understand the importance of simultaneously having performance increases in campaigns whilst maintaining brand image within campaigns. Therefore, the introduction of these guardrails and editing capabilities will help rectify this issue.

Furthermore, Pmax is seeing more reporting and bidding optimisation options. For reporting, Pmax will now allow users to conduct placement reporting and exclusions for YouTube to help allow advertisers to ensure ads are being seen within more relevant videos. Additionally, asset-level reporting is being introduced. This allows for a breakdown of conversion performance on individual assets, allowing advertisers to gain an understanding of which forms of creative are working best for their ads. This is an interesting feature that will help to spark additional testing within Pmax campaigns, with advertisers having the confidence that comparing different assets will yield fruitful data that can be used within future campaigns by helping to understand what creatives help to reach intended goals.

Moreover, Smart Bidding will also see the introduction of profit maximisation. This will allow for campaigns to optimise profits within Pmax campaigns. This is achieved by using data from cart-level conversions against the cost of goods being sold in the Merchant centre, with Google reporting that profit maximisation has seen a 15% increase in profits for advertisers. The introduction of a new smart bidding features offers an opportunity for advertisers to run simultaneous campaigns against each other to help understand the impact that this is having on their performance and meeting specific goals. The introduction of profit maximisation could be particularly useful for campaigns where KPIs are focusing on ROI (Return on Investment).

The” Power Pair”

“Complimentary” was the word of the day, coming up a multitude of times when being asked what type of campaign should be running within certain scenarios such as Search, Demand Gen, etc. The compliment? Performance Max… The complementary mixture of campaigns alongside the use of performance was branded as the “power pair” helping to increase conversions, with the recent changes made to Pmax, this is an understandable statement from Google.

However, with changes to search and Pmax, this also saw changes to demand gen. AI-powered video campaigns are set to revolutionise YouTube advertising, with new features like stickers on YouTube Shorts and animated image ads, along with creator partnership ads, offering fresh, engaging ways to reach audiences. With these additions in demand gen video helping to reach 3 billion users across YouTube and Gmail.

While Pmax still has it doubts, from advertisers seeing less control over their campaigns and putting large amounts of trust into AI, Google remained adamant to continue running Pmax alongside other campaigns to see maximum results. An interesting statement, despite the question of running both campaigns simultaneously cannibalising each other. A question that was quickly shot down, stating the advertisers pushing Pmax are seeing a 27% increase in conversions with similar costs. Google is clearly pushing Pmax even more and wants advertisers to become more comfortable with the campaign type.

Preparing for a Cookie-less World

Something that had our close ear was the changes being made to first-party data with cookies slowly being phased out from Google, with Chrome seeing a 100% phase-out by early 2025. The first change made by Google was the availability of its data manager tool to all advertisers. This allows for a centralised hub for all first-party data (conversions, emails, surveys, etc.) into a single analytics hub. Data privacy remains a top priority for Google, and this helps to ensure transparency and control over data usage whilst simultaneously simplifying reporting and making advertisers’ life easier. As the industry moves towards a cookie-less era, Google is helping advertisers transition by emphasizing first-party data collection and AI-powered measurement solutions with the centralised hub being a stepping stone. Google stated that in the cookie-less era, advertisers will need to embrace AI as this will be crucial for powering personalised campaigns. The process since the cookies phase-out was announced has created concerns. However, this is hopefully a step in easing concerns.

Google sees the “new era of AI” helping advertisers to supercharge the entire advertising cycle, with many updates being announced influencing how advertisers work. It is exciting to see the opportunities arise soon. With many of these updates being rolled around Q3 or being trialled in different countries before the rollout into the UK, this offers opportunities for us to gain an understanding of how best to integrate and embrace these changes into how we work and help to deliver even stronger results that our clients can be proud of.

To find out more about these changes or get in contact about anything paid media related, be sure to contact the team at [email protected].

Analysis: Continuity or change?

The new First Minister is trying to strike a delicate balance. On one hand, with minimal changes in personnel, John Swinney is signalling a commitment to continuity and unity in the leadership of the SNP and Scottish Government. On the other, the appointment of Kate Forbes in the economy brief is particularly noteworthy, suggesting that while most faces remain familiar there could be subtle shifts in policy and priorities.

This ministerial composition reflects a strategy to maintain a steady course and govern from the centre ground in response to recent electoral challenges from Labour, as the SNP looks to consolidate its position ahead of the General Election and 2026 Holyrood election.

The choice to bring back Forbes, and a key ally Ivan McKee—figures known for their economic acumen and who are popular within the business community—highlights a focus on stability and economic growth, which Swinney evidently hopes will resonate with voters and business leaders alike.

By opting for a “continuity cabinet,” Swinney appears to be striving for this delicate balance: aiming to sustain party unity and voter support while gently steering the government towards policies that mitigate losses and lay a robust groundwork for future electoral success.

The effectiveness of this strategy will hinge on the ability of these familiar leaders, under their new directives, to rejuvenate the government’s agenda and adapt effectively to the changing political and economic circumstances in Scotland.

Headline moves

Kate Forbes has returned to government as Deputy First Minister and Cabinet Secretary for Economy and Gaelic. There were no departures from the cabinet.
Màiri McAllan is now Cabinet Secretary for Energy and Net Zero, with the economy part of her brief going to Kate Forbes.
Ivan McKee also returns to government as Minister for Public Finance.
Ministerial roles for Independence and for Culture, Europe and International Development have been scrapped.
Minister for Parliamentary Business George Adam, Minister for Equalities, Migration and Refugees Emma Roddick, and Minister for Local Government Empowerment and Planning Joe Fitzpatrick have resigned from their previous roles and left government.

In full: New Scottish Government Cabinet & Ministers

Please find the full list of the new Cabinet, and Ministers below. This list is organised by Cabinet Secretary, and the Ministers who report to them. In total, there are 11 Cabinet Secretaries, supported by 14 Ministers.

John Swinney – First Minister
Jamie Hepburn – Minister for Parliamentary Business
Kate Forbes – Deputy First Minister and Cabinet Secretary for Economy and Gaelic
Richard Lochhead – Minister for Business
Tom Arthur – Minister for Employment and Investment
Shona Robison – Cabinet Secretary for Finance and Local Government
Ivan McKee – Minister for Public Finance
Màiri McAllan – Cabinet Secretary for Net Zero and Energy
Gillian Martin – Minister for Climate Action
Fiona Hyslop – Cabinet Secretary for Transport
Jim Fairlie – Minister for Agriculture and Connectivity (reporting jointly to the Cabinet Secretary for Rural Affairs, Land Reform and Islands)
Neil Gray – Cabinet Secretary for Health and Social Care
Jenni Minto – Minister for Public Health and Women’s Health
Maree Todd – Minister for Social Care, Mental Wellbeing and Sport
Christina McKelvie – Minister for Drugs and Alcohol Policy
Shirley-Anne Somerville – Cabinet Secretary for Social Justice
Kaukab Stewart – Minister for Equalities
Paul McLennan – Minister for Housing
Mairi Gougeon – Cabinet Secretary for Rural Affairs, Land Reform and Islands
Jim Fairlie – Minister for Agriculture and Connectivity (reporting jointly to the Cabinet Secretary for Transport)
Jenny Gilruth – Cabinet Secretary for Education and Skills
Natalie Don – Minister for Children, Young People and The Promise
Graeme Dey – Minister for Higher and Further Education; and Minister for Veterans
Angela Constance – Cabinet Secretary for Justice and Home Affairs
Siobhian Brown – Minister for Victims and Community Safety
Angus Robertson – Cabinet Secretary for Constitution, External Affairs and Culture

Kate Forbes, Deputy First Minister and Cabinet Secretary for Economy and Gaelic

Constituency / Ministerial record:

MSP for Skye, Lochaber and Badenoch (2016 – present)
Cabinet Secretary for Finance and the Economy (2021 – 2023) 
Cabinet Secretary for Finance (2020 – 2021)
Minister for Public Finance and Digital Economy (2018 – 2020)

Biography

Born in Dingwall to Christian missionaries, Forbes’ upbringing was characterised by a blend of cultural experiences, split between India and Scotland. She received her education at a Scottish Gaelic school, where she honed her fluency in the language. Educated at the Universities of Cambridge and Edinburgh, her political journey began as a researcher for MSP Dave Thompson in the Scottish Parliament. She later worked at Barclays for two years as a trainee graduate accountant.

In 2016, she was elected MSP for Skye, Lochaber and Badenoch. Swiftly rising through the SNP ranks, she was appointed Minister for Public Finance and Digital Economy as part of a wider reshuffle in June 2018. Following Derek Mackay’s sudden resignation on the day of the 2020 Scottish Budget, Forbes assumed the role of Finance Secretary, where she navigated the economic challenges posed by the COVID-19 pandemic and the UK’s cost of living crisis.

Forbes was a candidate in the 2023 SNP leadership race, narrowly missing out on securing the position to Humza Yousaf after securing 47.9% of the vote share. Her membership of the Free Church of Scotland and her adherence to socially conservative principles drew public attention and criticism during the contest, particularly her views on sexual ethics, characterised by a commitment to traditional values and opposition to practices such as premarital sex, same-sex marriage, and most abortions.

Following Yousaf’s resignation as First Minister, Forbes opted not to pursue leadership contention in the SNP election, instead throwing her support behind John Swinney. Swinney, upon assuming office, has now appointed Forbes to her current role as Deputy Fist Minister, underscoring her continued influence and importance within the party and the broader political landscape.

Considered to be the on the right of the SNP, Forbes has advocated for sustainable growth, technological innovation, and has been pivotal in discussions around taxation and public spending. Her policies typically emphasise fairness and economic opportunity, with a keen interest in promoting digital connectivity and supporting the rural economy.

Ivan McKee, Minister for Public Finance

Constituency / Ministerial record:

MSP for Glasgow Provan (2016 – Present)
Minister for Public Finance (2024)
Minister for Business, Trade, Tourism and Enterprise (2021 – 2023)
Minister for Trade, Innovation and Public Finance (2020 – 2021)
Minister for Trade, Investment and Innovation (2018 – 2020)

Biography

Born and educated in Scotland, Ivan McKee entered politics during the 2014 independence referendum after a successful career as a business owner and investor in international manufacturing. At the onset of the campaign, he became a Director of Business for Scotland which sought to make the business and economic case for a Yes vote.

McKee was first elected as the MSP for Glasgow Provan in 2016. He has played a significant role in shaping policies aimed at improving Scotland’s economy and has championed progressive policies to empower individuals and businesses, focusing on economic development, job creation and boosting inward investment.

He has held several ministerial roles, including Minister for Trade, Investment, and Innovation. In this capacity, he has been responsible for promoting Scotland’s interests on a global stage, seeking to attract foreign investment and boost domestic businesses. He played a crucial role in “A Trading Nation,” a strategic plan devised by the Scottish Government aimed at increasing Scotland’s exports and promoting international trade. His efforts were often geared towards enhancing Scotland’s technological and innovation landscape to create a more dynamic and competitive economy.

McKee is also noted for his engagement in debates on Scotland’s economic strategy, where he advocates for policies that support sustainable growth and the enhancement of Scotland’s position in the global economy.

Outside of politics, McKee is dedicated to philanthropic causes, supporting organisations like CEI and Edinburgh Direct Aid to drive positive social change.

For a detailed analysis of the impact of the reshuffle on specific sectors or interests, please contact the BIG Public Affairs team on: [email protected]

2024 continues to be an incredible time for us here at BIG Partnership as we announce £500,000 of new contract wins and promotions in our fast-growing Aberdeen office, with a new senior leadership team now in place to support further, rapid growth.

BIG director Gayle Grant, who has been with the agency since 2010, is stepping up to lead the Aberdeen office.

With 25 years’ experience, Gayle was formerly head of BIG’s energy practice. A journalist for five years, Gayle moved into technology PR in Cambridge before spending several years in a senior agency role in Manchester, leading campaigns for large-scale regeneration projects.  She joined BIG’s energy team in 2010 and was appointed to the board in 2020.

Gayle will be supported by a senior leadership team comprising former account directors Shona Hendry, Richard Crighton and Pam Wilson.

Shona, a senior news journalist and experienced press officer who joined BIG in 2007, has moved into the newly-created role of head of PR – Aberdeen to direct and deliver strategic planning of campaigns, largely in the corporate and consumer sectors.

Having worked in BIG’s energy team for 11 years, Richard has been appointed head of energy where he will lead growth across renewables and energy transition clients.

Pam, a former broadcast journalist and BBC radio producer who has been with BIG since 2013, has taken up the role of head of media relations – international, supporting BIG’s growing portfolio of global clients.

Founder of BIG’s Aberdeen office, Zoe Ogilvie said: “After 22 years of building and leading the business in Aberdeen, the time is right for me to take a step back. Taking my foot off the gas, to a certain extent, will enable the leadership team to flourish under Gayle’s direction and drive the business to the next stage in its growth.

“I’ll still be involved in key client accounts and will be supporting Gayle and the new leadership team who, between them, have over 80 years’ industry experience.”

Gayle Grant said: “I’m proud to lead our superb Aberdeen team, bringing fresh insights and strategies to our diverse clients. BIG is a very well-established name in the city and we have built a track record for delivering results across the marketing mix, building brands, influencing, and protecting reputations.

“I’m thankful to Zoe for her mentorship and guidance over the years and look forward to getting after the growth opportunities ahead.”

The BIG team in Aberdeen moved into larger premises at 6 Carden Place last year to enable further growth and has expanded its client base across energy, corporate and consumer sectors. 

BIG employs over 90 people across four locations in Aberdeen, Glasgow, Edinburgh and Manchester delivering strategic marketing and public affairs campaigns for hundreds of clients.

BIG’s CEO, Allan Barr, added: “Gayle has been a proven leader in our business for many years and, alongside her senior team, I am confident she will drive both the office and our overall business forward. We are also very pleased that Zoe will remain an integral part of our future success.“

BIG’s Public Affairs team takes a look at what this morning’s announcement on the collapse of the Bute House Agreement means for the future of the Scottish Government.

Background of the Bute House Agreement 

The Scottish National Party (SNP) has dissolved the power-sharing agreement with the Scottish Greens, known as the Bute House Agreement. The partnership, formed after the last Holyrood elections in 2021, has been a cornerstone of the Scottish Government and guaranteed the SNP and pro-independence Greens had the numbers to get their legislative agenda through the Scottish Parliament. The agreement has been under fire from some parts of the SNP for some time and has come under growing strain since the announcement members of the Scottish Greens would vote on continuing in the coalition next month.       

Why did the SNP end the agreement? 

Despite tensions growing over policy differences, such as the decision to row back on climate change targets and pause puberty blockers for transgender youth, the announcement does come as a surprise. Senior figures in the Scottish Government had continued to offer a robust defence of the agreement, with the First Minister maintaining his support for the coalition as recently as Tuesday.  It appears that the decision was pre-emptive, aiming to anticipate and counteract a potential vote against continuing the coalition by the Scottish Green members, who were scheduled to vote on this matter next month. By dissolving the coalition proactively, the First Minister and SNP leadership may have sought to control the narrative, positioning themselves as the decision-makers rather than being seen as reacting to a breakup initiated by the Greens. 

Political and Public Reactions 

The immediate public and media reaction has not been favourable towards the First Minister, with many viewing this move as a sign of weak and reactive leadership rather than a demonstration of assertiveness and foresight. This perspective could potentially harm the SNP’s image as they navigate the complex political landscape leading up to a UK election, where their influence at Westminster is limited. 

Challenges ahead for the SNP 

The SNP now faces the challenge of operating as a minority government in Holyrood, which complicates their ability to pass legislation and manage the government effectively. Every parliamentary vote will require careful negotiation and coalition building with rival parties, potentially with parties they have not traditionally aligned with. 

Opportunities and Strategic Shifts 

On the other hand, this break might allow the SNP to realign its policies without the need to compromise with the Greens, potentially moving towards the political centre or even right on certain issues to gain broader support. How this will affect the SNP’s core policies and electoral prospects remains to be seen. 

What next for the Scottish Greens? 

The Scottish Greens, now in opposition, might adopt a more distinct and possibly confrontational stance on various issues, emphasising their independence and possibly regaining some support from their base by distancing themselves from the compromises inherent in coalition governance. 

Conclusion 

The SNP’s decision to dissolve the Bute House Agreement marks a crossroads moment in Scottish politics, setting the stage for the reshaping of policy directions and political alliances. As the SNP seeks new partners to ensure it can govern effectively for the next two years, and the Greens redefine their role in Scottish politics, the coming months will be critical in determining the trajectory of both parties and their impact on Scotland’s future. 

For ongoing updates and detailed analysis, stay tuned to our Public Affairs team, and for further inquiries, please reach out to us at [email protected].