Carat picks up Guinness strategic planning business

Three months after taking over Guinness’s implementational media planning and buying, Carat has been appointed to handle the beer brand’s strategic planning business.

Three months after taking over Guinness’s implementational media

planning and buying, Carat has been appointed to handle the beer brand’s

strategic planning business.



The appointment consolidates all of Guinness’s media into Carat, which

picked up the business at the beginning of this year from MindShare.



Although there was no formal pitch for the strategic business, Guinness

is understood to have sounded out a number of other agencies about

strategic planning. The company uses a separate agency, Michaelides &

Bednash, for its strategic planning in Ireland, where Carat also has the

implementational business.



According to Colin Mills, the managing director of Carat, extending the

relationship with Guinness has been a key objective for Carat since

picking up the planning and buying account. ’We’ve been under the

microscope on this one and it was a big issue for us because our

strategic planning capability is not as well recognised as it should

be.’



Gary Haigh, the marketing director of Guinness, said: ’I have been very

impressed with Carat’s strategic planning approach and, in particular, a

number of planning tools it has developed.’



Since taking on the pounds 25 million Guinness account, Carat has

brokered a deal between Guinness and ITV for the broadcast sponsorship

rights to the Rugby World Cup and handled the recent St Patrick’s Day

campaign as well as media for the new ’surf’ advertising.



Carat picked up Guinness as part of the centralisation of media planning

and buying by Guinness’s parent, Diageo. Carat won the pounds 60 million

account after a three-month pitch, defeating MindShare in the final

stage.



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