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
Guinness is launching Kilkenny as a counter-attack to the enormous
success of Caffrey’s, made by Bass Brewers, which was launched two years