Agencies line up for beer promotion task

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Let There Be Beer: Rainey Kelly Campbell Roalfe/Y&R created launch ad
Let There Be Beer: Rainey Kelly Campbell Roalfe/Y&R created launch ad

Global Brewers Initiative, the consortium of alcohol manufacturers seeking to boost beer sales, is looking for an agency to handle its UK advertising account.

Rainey Kelly Campbell Roalfe/Y&R created Global Brewers Initiative’s launch ad, "let there be beer", in 2013. The agency is repitching against McCann Birmingham, Now and SapientNitro.

The Advertising Standards Authority censured "let there be beer" in December 2013 after a complaint from the Youth Alcohol Advertising Council. One week earlier, a content-led TV campaign that starred Tim Lovejoy and was brokered by Mindshare escaped a ban after complaints that it could be mistaken for programming.

Global Brewers Initiative did not respond in time to comment.

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