Diageo hands Guinness' CRM brief to TMW

Diageo has appointed Tullo Marshall Warren to handle the Guinness relationship marketing and digital engagement account.

Guinness…CRM will have a digital focus
Guinness…CRM will have a digital focus

The agency won the business after a competitive pitch against the Guinness roster agency RMG Target, which is based in Ireland.

Guinness is looking to ramp up its relationship marketing activity with an emphasis on digital marketing.

The win marks an extension of TMW's relationship with Diageo, which started in 2002. The agency has handled direct work for Guinness in addition to work on Gordon's gin.

The pitch was part of Diageo GB's current review of its below-the-line arrangements across its portfolio of brands, which also includes Smirnoff, Baileys and Pimm's.

Last month, Diageo consolidated its global digital advertising for Baileys into Chemistry to provide a greater emphasis on CRM. The account was previously split between Chemistry and Agency Republic.

In June, Diageo appointed Bartle Bogle Hegarty to handle Baileys' creative account. The agency won the business after a pitch against Abbott Mead Vickers BBDO, Mother and Saatchi & Saatchi.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).