Guinness scores with risque work

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