Diageo has asked Saatchis, which also handles the brand in Africa, to present ideas alongside BBDO, Guinness’ AOR in the UK and Ireland, markets where it has carved out an iconic positioning.
The review comes amid considerable staff flux at Diageo, which includes the departure of regional marketing director David Gates to become global brand director on Johnnie Walker, based in Amsterdam. Gates, who oversaw international spirits, beer and wine in Asia, is succeeded by Barbara Young, who was previously general manager of marketing at Chevron Lubricants Asia-Pacific.
The review comes amid considerable staff flux at Diageo, which includes the departure of regional marketing director David Gates to become global brand director on Johnnie Walker, based in Amsterdam. Gates, who oversaw international spirits, beer and wine in Asia, is succeeded by Barbara Young, who was previously general manager of marketing at Chevron Lubricants Asia-Pacific.
While Guinness is one of Diageo’s key brands in Europe and, in particular, Africa, its Asian performance has been adversely impacted by a tariff hike in its biggest regional market, Indonesia.
Accordingly, it is thought that Diageo is eyeing better growth in North Asia, specifically China, where sales are relatively low.
Diageo’s recently released results for the second half of 2007 were disappointing in Asia, where operating profit and marketing spend both dropped by 12 per cent.
The group has suffered from the loss of its importation licence in Korea, where its Windsor scotch brand is one of its key regional drivers.
It has also been impacted by the unclear status surrounding alcohol advertising regulations in Thailand.
