Guinness calls global advertising review as it parts with Saatchis

Guinness: 'paint the town black' by Saatchi & Saatchi
Guinness: 'paint the town black' by Saatchi & Saatchi

Guinness, the Diageo-owned stout brand, is holding a pitch for an agency to work on its global advertising account, after ending its relationship with Saatchi & Saatchi.

Guinness and Saatchi & Saatchi have parted ways after six years, after the evolution of the account "substantially changed the creative potential", according to Saatchi & Saatchi.

The successful agency will work on the flagship Guinness brand platform, "made of more", with a focus on digital and shopper executions.

Guinness has shortlisted agencies ahead of the pitch.

Saatchi & Saatchi started working on the global account in 2008, ahead of the brand's 250th anniversary in 2009. It has created campaigns for Guinness such as "paint the town black" in 2012, which marked the brand's annual 'Arthur's Day' celebrations to honour of its Irish founder Arthur Guinness.

Magnus Djaba, the chief executive of Saatchi & Saatchi London, said: "The rationalisation of tasks and agencies over the last couple of years, and specifically just recently, have substantially changed the creative potential of the global Guinness account.

"As a result, we feel the time is right for us to part ways. We wish Diageo all the best in finding the right agency for the business going forward."

The pitch does not affect Guinness's regional relationships, including BBDO in the UK through Abbott Mead Vickers BBDO. AMV BBDO also won the Guinness Africa account, from Saatchi & Saatchi, in October 2013.

BBDO New York also works with Guinness in the US, and created the "wheelchair basketball" spot last year which was then used in other markets.

In January, Guinness released "sapeurs", a film by AMV BBDO featuring flamboyantly well-dressed men in the Republic of Congo.

Grainne Wafer, the global strategy and communications director at Guinness said: "To drive better integration between idea generation and multi-channel execution we are looking to appoint a new agency to lead content creation across digital and shopper channels for our global platform, ‘made of more’.

"This agency will work directly with the global Guinness brand team and our existing regional agencies to help Guinness deliver its bold growth ambition globally."

0
SHARES
Comment

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs
Thousands of jobs across advertising, creative, marketing and media

Just published

Feel you're missing out?

GET THE
BRANDREPUBLIC
BULLETINS
Sign up

The Wall Blog

From our partners

3 great ads I had nothing to do with: Brian Cooper

3 great ads I had nothing to do with: Brian Cooper

3 great ads I had nothing to do with: Catherine Kehoe

3 great ads I had nothing to do with: Catherine Kehoe

A day in the life of Jozef Wallis

A day in the life of Jozef Wallis

A day in the life of Arthur Kay

A day in the life of Arthur Kay

A day in the life of Daniel Kaplansky

A day in the life of Daniel Kaplansky

Have an exciting Christmas in EC1

Have an exciting Christmas in EC1