Despite an earlier public declaration that it would select a single network to handle its brand globally, Guinness has appointed both Saatchi & Saatchi and Abbott Mead Vickers/ BBDO
in London to handle the brand globally, reducing its existing agency roster to two from six. Omnicom Group-owned AMV/BBDO, which currently holds the Guinness account in the U.K., has been appointed the agency for all Guinness Draught markets. This includes additional markets such as Ireland, Europe and the U.S. Together these markets account for 60% of Guinness volume worldwide. Publicis Groupe's Saatchi & Saatchi, which currently handles Guinness across Africa and Caribbean, has been named the agency for all Guinness Foreign Extra Stout markets. This includes additional markets such as Singapore, Malaysia, Hong Kong/Greater China and Indonesia. The four agencies falling off the Guinness roster are: Howell Henry Chaldecott Lury (Ireland), Ogilvy & Mather Worldwide (Singapore & Malaysia), Frohling Werbeagentur (Germany), Weiss, Stagliano & Partners (U.S. & Canada).
Copyright January 2001, Crain Communications Inc.