Guinness scores with risque work

SINGAPORE: United Stout Marketing, Guinness' distributor, has launched a provocative campaign, 'What's on your mind', the last piece of work executed by Ogilvy & Mather Singapore ahead of the account being realigned with Saatchi & Saatchi and Abbot Mead Vickers BBDO (AMVB) in the UK. O&M, which has handled the brand regionally since late '90s, relies on visual metaphors to represent a pint of Draught Guinness. The print and TV campaign features a range of black and white images, juxtaposing the colours frequently associated with a pint of Guinness. One ad shows a white woman wearing a black bustier to represent the cream head on a pint of Guinness and the black synonymous with the body of the drink. Another image shows a darkened body in a cream coloured mini skirt. The campaign picked up five awards at D&AD and 17 One Show honours, said David Mayo, O&M regional management supervisor. "We're targeting non-Guinness drinkers. Singaporean beer drinkers are very promiscuous; brand loyalty is very low," said Mayo. He said this offered an opportunity to lure drinkers away from other brands with a campaign that capitalises on the core characteristics of the product. In a separate development, FNL Communications will work with AMVB London as one of a quartet of regional hubs to develop a worldwide Guinness campaign. FNL's appointment follows the brand's global agency realignment in January. Sarah Martin, marketing manager for Guinness Australasia, said FNL Communications' involvement will mean that Australian creatives will have input into advertising for the first time. The account is worth Adollars 1 million and also includes the Kilkenny brand. FNL will meet with London, New York and Dublin creatives next month to plan a worldwide strategy. Guinness spends USdollars 320 million a year on advertising globally. FNL competed against Saatchi. Incumbent Singleton Ogilvy & Mather and Clemenger BBDO did not compete, as they hold the conflicting Lion Nathan deal. - Additional reporting by Owen Hughes, Sydney.

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