Guinness to pick global shop for its $300 mil-plus budget

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Diageo's Guinness, London, will select a single global agency by yearend. Two of Guinness' six existing shops are pitching: Abbott Mead Vickers/ BBDO, which holds the U.K. account, and Saatchi & Saatchi, which handles the account across Africa and the Caribbean. In addition to the two agencies asked to pitch, four others currently work on Guinness: Howell Henry Chaldecott Lury (Ireland), Ogilvy & Mather Worldwide (Singapore and Malaysia), Frohling Werbeagentur (Germany) and New York shop Weiss Stagliano Partners (U.S. and Canada). In the year from July 1999 to the end of June 2000, Guinness as a standalone organization spent $327 million on advertising and promotion. "Moving to a single global agency will allow us to develop new and groundbreaking advertising in all of our markets, not simply or two or three," said Guinness Global Brand Director Jon Potter, who's leading the review.

Copyright November 2000, Crain Communications Inc.

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