Guinness appoints M&B to Irish media planning business

Michaelides & Bednash has won the strategic media planning business for Guinness in its crucial Irish heartland, picking up a brief to help drive sales of the brand amid increasingly fierce competition.

Michaelides & Bednash has won the strategic media planning business

for Guinness in its crucial Irish heartland, picking up a brief to help

drive sales of the brand amid increasingly fierce competition.



M&B was handed the prestigious account for Ireland’s largest advertiser

this week without a competitive pitch and begins working on the Guinness

business with immediate effect.



Tony Regan, a managing partner at M&B, said that Guinness was looking to

the agency to help develop a new approach to targeting its

consumers.



’Guinness wants us to create a step-change in the way it uses

communication,’ Regan explained.



Steve Langan, the marketing director for Guinness Ireland, added: ’M&B

has a pioneering approach to creating media ideas which is going to be

vital for Guinness’s future success.’



Although it is one of the most successful beer brands in Ireland, and

the biggest-selling stout, Guinness is facing competition, particularly

for younger drinkers, while older consumers are no longer providing a

large enough core market.



M&B will work alongside AIM, part of the Carat network and Guinness’s

media agency in Ireland.



HHCL & Partners scooped Guinness Ireland’s creative assignment in

1995.



Its role on the business is unaffected by M&B’s win.



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