Playfair Consultancy Group was founded in 2013 by students Mirko, Dougal, and Katie who recognised there was a surplus of both smart, motivated students and small businesses that needed assistance to grow or initiate change. Playfair formed with the mission of helping students gain meaningful work experience whilst also helping local communities thrive.

Playfair's pro-bono services aid businesses that may not be able to afford or access consulting. This has aided hundreds of students and more than 45 clients since the company’s inception and will continue to do so as Playfair’s already strong reputation among students grows and recruitment cycles become increasingly competitive. 

Playfair is excited to build meaningful partnerships with companies that are passionate about connecting with student talent. We are always open to collaborating on initiatives such as employer insight sessions, case study events, or bespoke student-led consulting projects.

Walker’s Shortbread

Walker’s Shortbread is Scotland’s largest food exporter, renowned for its traditional shortbread products. With a net worth of approximately £10 million, Walker’s has been a staple in the industry for 125 years and holds a royal warrant. The brand enjoys extensive visibility and availability across supermarkets and retail stores in the UK.

Playfair Consultancy Group was tasked with modernising Walker’s Shortbread’s marketing strategies to engage a younger audience, particularly Generation Z. This included conducting a thorough evaluation of current marketing systems, analysing the strategy of competitors, and exploring emerging marketing tools and platforms.

We focused on enhancing Walker’s appeal through platforms such as Instagram, Facebook, Amazon, and TikTok, and assessed new distribution channels like TikTok Shop. Recommendations provided actionable insights on optimising marketing efforts, adopting new tools, and expanding distribution channels to better connect with Generation Z. The final report detailed strategies to increase brand loyalty and consumer engagement among younger demographics.

A1Payments

A1Payments is a global provider of credit card processing for e-commerce merchants, including internet retail and malls, direct response marketing, online services, and more. They aim to provide intelligent and intuitive payment solutions that help reduce costs, maximise revenue, and manage fraud. Based in Mauritius, A1Payments offers a PCI PCI-compliant gateway for secure transaction processing. They support a multi-currency platform with over 40 transaction and settlement currencies.

Playfair developed a research report on the global payments market focusing on Japan and Africa. This report outlined current trends, future projections, key marketing strategies, and applications for A1Payments' unique value proposition (UVP). We included recommendations regarding suppliers and detailed information related to potential acquisition targets.

Beli

Beli is a global, invite-only restaurant-ranking app that allows users to log and rate dining spots, generating personalised recommendations based on individual preferences. Launched in 2021, Beli blends social media elements, enabling users to follow friends and view public reviews. The app features personalised taste profiles, an interactive map and list of restaurants, and offers tailored recommendations, making it a unique platform for food enthusiasts. With its invite-only model, Beli encourages user engagement by allowing members to share in-app referrals with friends and family.

In order to drive its global expansion, Beli seeks to tailor its growth strategy to each market it operates in. The firm aimed to collaborate with Playfair to refine its strategy in this way, specifically in the United Kingdom where Playfair operates. This project’s aim was to solidify Beli’s presence in global markets while continuously improving the app’s offerings for users worldwide.

Playfair, with its access to a diverse, international university community, brought a unique global perspective that significantly benefited Beli. Specifically, Playfair assisted Beli by providing research with respect to differentiating factors in the UK market which would help Beli’s continued rollout abroad.

Understanding Wealth Management with MASECO 

Senior Wealth Manager Ollie Cutting and Wealth Executive Luca Delpippo, both University of St Andrews alumni, hosted an event in partnership with Playfair to explain what working in finance really entails. They broke down common stereotypes and misconceptions about the industry. The event was followed by a drinks reception and one-on-one networking opportunities with both speakers.

University Post-Grad Panel

This panel featured three recent St Andrews graduates who shared their experiences transitioning into the professional world after university. The speakers included Francesca Lavelle, a Financial Services Consultant at Oliver Wyman; Tena Sindik, a Strategy, Risk, and Transactions Analyst at Deloitte in Edinburgh; and Mari Mazarguil, an Associate Consultant at Bain & Company in Oslo. Playfair members had the opportunity to ask questions about applying for post-graduate degrees, navigating recruitment processes, and relocating abroad after graduation.

Case Study Walkthrough with IBM

Sophie Ben-Tovim, a Strategic AI and Analytics Associate Consultant at IBM, led a consulting case study workshop for Playfair members. She walked participants through a live example, answered questions, and offered advice on how to approach case interviews. The session also provided insight into the expanding field of AI and analytics within consulting.