Scottish Enterprise (SE), the quango which evolved from the Scottish Development Agency, has hired The Leith Agency for a 1.5m project to promote business start-ups.
SE senior communications executive Marie Dorris says the campaign, dubbed Personal Enterprise, aims to encourage small businesses to set up north of the border.
The project emerged from research by Scottish Enterprise in 1993, called The Business Birth Rate Strategy. This identified latent interest among Scots in starting up a small business.
It is understood that the pitch was against Faulds Advertising, The Morgan Partnership and London agency McBains.
Last year, there were 23,000 small business start-ups in Scotland.