Guinness signs as Greenwich Meridian 2000 partner

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LONDON -- U.K.-based brewer Guinness has signed up as a partner in "Greenwich Meridian 2000," a project to celebrate the new millenniumthat aims to prompt a "personal, spiritual experi-ence across communities."

The campaign is based at the so-called "home ofworld time" - the Old Royal Observatory at Greenwichin London from where Greenwich Meantime is used as abasis for time zones around the world.

Guinness' involvement will continue until March 2001and will cover the entire portfolio of Guinness beerswith an integrated marketing campaign, to run in theU.K. and selected overseas markets. Guinness beer isbrewed in almost 50 countries and sold in more than 150markets around the world, with daily sales of around10 million glasses.

"This is an ideal partnership between two globally recognized concerns who share a common belief thatthe millennium is less about glitz and mega projectsand more about initiating meaningful projects toprompt a more personal, spiritual experience acrosscommunities - on every level," says Brian Oldman, commercial director of the GM2000 campaign. "We planto activate an exciting series of initiatives along-side Guinness to celebrate and mark the year 2000."Accurist watches and Initial Film & TV are additionalpartners, of whom GM2000 says there will be a strictlylimited number.

Guinness' plan for the millennium is rooted inresearch conducted by its new ad agency Abbott MeadVickers BBDO, London, which found that product brandshave an increasingly profound influence on people's lives,while faith in more traditional leaders such as the law,church or government is slipping.

Guinness says the results show the opportunity forbrands to take the lead and, as "brand citizens," to"give something back" to consumers, generating a"higher plane of consumer loyalty and goodwill."

Copyright March 1998, Crain Communications Inc.

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