Saatchis snatches regional Guinness biz

<p>The global Guinness creative account has been consolidated with two </p><p>agencies - Saatchi & Saatchi and Abbott Mead/Vickers BBDO. </p><p><BR><BR> </p><p>Under the new arrangement, Saatchis, which has been handling Guinness </p><p>across Africa and the Caribbean, has been named the agency for all </p><p>Guinness Foreign Extra Stout or bottled markets. This includes </p><p>additional markets such as Singapore, Malaysia, Hong Kong, China and </p><p>Indonesia, which account for 36 per cent of Guinness volume. AMV BBDO </p><p>will handle Ireland, Europe and the US, in addition to the market it </p><p>currently looks after, the UK. </p><p><BR><BR> </p><p>The appointment of Saatchis sidelines Ogilvy & Mather in Asia-Pacific, </p><p>Guinness' agency in the region for more than 10 years. </p><p><BR><BR> </p><p>O&M regional management supervisor David Mayo said: "We're sorry to see </p><p>them go - but we're here if they need us." </p><p><BR><BR> </p><p>Guinness, which previously used six agencies around the world, had </p><p>sought to appoint a single global agency. However, it found the task of </p><p>deciding between Saatchis and AMV BBDO too difficult. </p><p><BR><BR> </p><p>Guinness global brand director Jon Potter said, "Having reviewed both </p><p>agencies against our key criteria, we feel that the Guinness brand is </p><p>best served by utilising the strengths that both these agencies have to </p><p>offer." </p><p><BR><BR> </p><p>He added: "This decision was based on our sole motivation and focus, </p><p>which is to seek brilliant advertising and outstanding creativity that </p><p>will drive competitor advantage rather than global uniformity or </p><p>neatness." </p><p><BR><BR> </p><p>In the year to June 2000, Guinness spent USdollars 339 million on </p><p>advertising and promotion. </p><p><BR><BR> </p>