NEWS: Faulds wins McEwan’s ale brands in reshuffle

Faulds Advertising has scored a major coup by securing a place on the Scottish Courage roster.

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-

Erickson Scotland.

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.

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