NEWS: Beck’s stays with Barker and Ralston

Barker and Ralston has held on to the pounds 3 million Beck’s beer account after a fiercely competitive pitch against two fellow Scottish Courage roster agencies, M&C Saatchi and Rainey Kelly Campbell Roalfe.

Barker and Ralston has held on to the pounds 3 million Beck’s beer

account after a fiercely competitive pitch against two fellow Scottish

Courage roster agencies, M&C Saatchi and Rainey Kelly Campbell Roalfe.



The reappointment, coupled with the recent retention by Collett

Dickenson Pearce of the McEwan’s Lager business, indicates that Scottish

Courage’s plans to trim its roster of eight agencies appear to be on

hold.



Simon Rhodes, the brands director for lagers at Scottish Courage, said:

‘The number of agencies on our roster is not irrelevant, but the calibre

of ideas and the best service of our brands must come first. We make

judgments based on creative criteria and not on any other agenda.’



Matthew Heath, the account director on Beck’s at Barker and Ralston who

led the agency’s pitch, said: ‘We were desperately keen to continue the

relationship with Scottish Courage, and pitching against such tough

competition really forced us to stretch our creative muscles.’



Barker and Ralston has held the Beck’s business for three years,

although creative work from Germany has run during that time. In August,

Barker and Ralston launched a tactical press and poster campaign for the

brand that criticised European Union brewing regulations.



The pitch was held because Scottish Courage wanted to uncover a long-

term advertising idea for the brand. New work focusing on Beck’s

commitment to quality will run next spring.



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