Scottish Courage has ended months of speculation by appointing M&C
Saatchi to handle Foster’s, its pounds 12 million flagship lager brand.
John Nicolson, the marketing director of Scottish Courage, confirmed
that the budget for the Foster’s brand has been doubled this year and
that M&C Saatchi has been briefed to increase sales of the lager to
match those of the market leader, Carling Black Label.
Foster’s lager will take a radical new direction in its advertising when
M&C Saatchi’s first major campaign appears in the autumn, although all
details of the creative work are being kept under wraps.
Nicolson said: ‘I like, respect and have fun with M&C Saatchi, and those
are the essential ingredients for creating excellent work.’
M&C Saatchi joined the Courage roster last year (Campaign, 4 August
1995) when it was awarded the Courage Best Bitter account. Since then,
the agency has worked on a number of short-term projects for the
Foster’s brand range.
However, Nicolson was not prepared to make a formal appointment on
Foster’s until M&C Saatchi had cracked the main creative brief.
Work on the Foster’s Ice brand will retain the trademark Kangaroo,
devised by BMP DDB, for its main branding ads, but more ‘leading edge’
executions are planned for tactical work.
Nick Hurrell, joint chief executive of M&C Saatchi, said: ‘Foster’s is a
huge prize and we’re delighted to make this official. Our job is to add
momentum to Foster’s success.’
Media for the Scottish Courage portfolio passed to the Media Centre last
year and this remains unaffected.