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