NEWS: CDP hangs on to pounds 4m McEwan’s Lager task

Collett Dickenson Pearce has fought off fierce competition to retain the pounds 4 million McEwan’s Lager account.

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

the business.’



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.



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