Collett Dickenson Pearce has fought off fierce competition to retain the
pounds 4 million McEwan’s Lager account.
The surprise result, which comes after a three-way pitch against two
fellow Scottish Courage roster agencies, Rainey Kelly Campbell Roalfe
and Young and Rubicam, scuppers speculation that Scottish Courage was to
trim its roster of agencies from nine to as few as three.
Simon Rhodes, the brands director for lagers at Scottish Courage, said:
‘CDP demonstrated a thorough knowledge of the brand’s history and roots.
This was a major factor behind our decision to reappoint the agency to
Chris Macleod, managing director of CDP, confirmed that a TV campaign,
the first for the brand in two years, was planned for early 1997.
A Scottish Courage spokesman added: ‘We will continue to make maximum
use of our roster, which is why we asked Rainey Kelly and Y&R to give us
their perspectives on McEwan’s.’
Scottish Courage is also holding a three-way creative pitch for Beck’s
Bier, pitting the incumbent, Barker and Ralston, against Rainey Kelly
and M&C Saatchi.
CDP lost its McEwan’s ales business to Faulds Advertising earlier this
year (Campaign, 17 May). CDP’s other main Scottish Courage account,
Newcastle Brown Ale, is running a TV and poster campaign at the moment.
Scottish Courage’s pounds 25 million media account, which is centralised
at the Media Centre, is unaffected by the creative reviews.