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