Faulds Advertising has scored a major coup by securing a place on the
Scottish Courage roster.
The agency has won the McEwan’s ales portfolio of brands, which have
been centralised into Faulds from Collett Dickenson Pearce and McCann-
CDP, which has enjoyed a long-term partnership with Scottish and
Newcastle, both prior to and before the company’s merger with Courage
last year, has lost McEwan’s Export and Best Scotch. McCann-Erickson
Scotland has lost the 60, 70, 80 and 90 Shilling range of ales.
The reshuffle was initiated by an internal review and Faulds won the
brands without a competitive pitch.
A spokesman for Scottish Courage said: ‘We decided that the interests of
McEwan’s ales would be best served by putting them into one shop.’
Although there has been little above the line work on McEwan’s ales in
recent years, a new campaign through Faulds is expected towards the end
of the year.
The McEwan’s Lager account, which was worth pounds 1 million last year,
and the Newcastle Brown business, worth about pounds 500,000 last year,
will both stay with CDP.
The spokesman added: ‘We are continuing our policy of investing heavily
in key brands, while supporting the rest of our portfolio.’
Jim Faulds, the chairman of Faulds, would not comment on the
appointment, but the agency is likely to have to break with Carlsberg-
Tetley, for which it handles the Alloa brand, as a result of the win.
At the same time, the Faulds’ breakaway shop, the Union, has been
appointed to handle the Scottish Courage off-trade business, after a
pitch that is thought to have included McCann-Erickson Scotland, 1576,
Protocol and one London agency.
Scottish and Newcastle took over Courage in a pounds 425 million deal,
and the two companies are in the process of merging their marketing
The-ex Courage marketing director, John Nicolson, is in charge of
marketing at Scottish Courage.