Both agencies have been tasked with presenting regional creative ideas based on their respective Guinness work in global markets. While BBDO has a strong relationship with Guinness in its home markets of Ireland and the UK, Saatchis currently handles creative duties in Africa, which accounts for 40 per cent of the brand’s worldwide sales, and Asia. OgilvyOne’s status as Guinness’ relationship marketing agency is not expected to be affected.
“These two agencies have developed two campaign platforms for Guinness globally and they have been tasked to develop their strongest executions behind these global campaigns addressing Asian insights and needs,” said new Guiness Asia-Pacific category director Barbara young. “This exercise is part of our normal process to generate the best for Asia.”
“They have a dual agency relationship and they want to know which agency’s thinking is the most applicable in Asia,” said a source. Guinness’ biggest market in Asia is Indonesia, although its success in that country was adversely impacted last year by a hike in import tariffs. It is also thought to be eyeing more aggressive growth in North Asia, particularly China.
Young joins Diageo from Chevron Lubricants, where she was regional GM of marketing. She succeeds David Gates, who has departed to become Johnnie Walker global brand director (Media, 12 March). Young will oversee Diageo’s international spirits, beer and wine brands.
