Guinness launches into contract arena in John Brown deal

Guinness is poised to move into contract publishing, and has hired John Brown Publishing to launch a magazine for one of its brands.

Guinness is poised to move into contract publishing, and has hired

John Brown Publishing to launch a magazine for one of its brands.



The unnamed brand is thought to be the first drink in the UK to become

involved in contract publishing. The move breaks with Guinness’s

previous marketing strategy, which has been skewed towards

above-the-line advertising and promotions.



The decision to build loyalty through a customer magazine comes as

Guinness squares up to an increasingly crowded drinks market. Few fmcg

advertisers have ventured into the contract publishing arena, but the

trend is set to change as above-the-line media channels continue to

fragment.



Live Issue, page 11.



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