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
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
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