NEWS: Publicis nabs pounds 5m Guinness Kilkenny ale from Euro RSCG

Publicis has scooped the pounds 5 million launch account for Guinness’s new Irish Ale, Kilkenny, from Euro RSCG Wnek Gosper only weeks before the drink is due to launch.

Publicis has scooped the pounds 5 million launch account for Guinness’s

new Irish Ale, Kilkenny, from Euro RSCG Wnek Gosper only weeks before

the drink is due to launch.



Euro RSCG landed the business four months ago, after a pitch against

Guinness’s other UK roster shop, Ogilvy and Mather.



Julian Spooner, the Guinness Brewing marketing director, revealed that

Publicis was briefed on Kilkenny in March. He said: ‘Publicis’s

treatment was more in line with Guinness’s future plans for the

development of the brand.’



The Euro RSCG European network is to be compensated for the UK loss of

Kilkenny by being given the Guinness Draught Bitter account across

continental Europe. The brand has previously been handled by a different

shop in each country. O&M keeps the business in the UK.



Publicis handled Guinness’s last major launch, Enigma, with a pounds 5

million campaign that drew inspiration from Salvador Dali, the

surrealist artist.



Guinness is launching Kilkenny as a counter-attack to the enormous

success of Caffrey’s, made by Bass Brewers, which was launched two years

ago.



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