The global assignment, overseen by Guinness' Global Brand Development Manager Martin Borrett, will involve coordination of online marketing between all Guinness markets around the world.
The Guinness stout brand was one of the first U.K. brands to develop a commercial Web site, in 1995. Web marketing activities, including a screensaver downloaded by 100,000 visitors to the site, plus the St. James's Gate Brewery section, have already brought it plaudits.
"Guinness had already made a significant investment in new media so the decision to use Brann Interactive was not taken lightly," says Nick Robinson, brand manager for Guinness U.K. "The vision Brann has developed for our Web program will enable us to develop a presence that will be a true reflection of the spirit of the brand."
Copyright September 1998, Crain Communications Inc.