Circus wins online job for John Smith’s after four-way pitch

Scottish Courage has appointed Circus to take its John Smith’s brand online.

Scottish Courage has appointed Circus to take its John Smith’s

brand online.

Circus, which secured the business after a four-way pitch, will be

responsible for using the internet to build and extend the ’no-nonsense’

values of the brand, which is the biggest-selling ale in the UK.

Stuart Catchpole, brands director for ales at Scottish Courage, added:

’Circus won the pitch because of its understanding of the brand’s

no-nonsense character and because it found a way to use that personality

to subvert the internet medium. We’re delighted to have the agency as

part of the John Smith’s team.’

Because more than half of the UK population does not have regular access

to the internet, except via public access points such as cyber cafes,

Circus will be exploring opportunities for consumers to access the site

via interactive kiosks in pubs and clubs, as well as via WAP phones and

through interactive television.

Paul Twivy, a founding partner at Circus, said: ’John Smith’s has an

immaculate track record in advertising from ’Arkwright’ onwards: we have

simultaneously paraded nonsense and attacked it. We have tried to learn

from that well-crafted tradition in constructing our website.’

He added: ’We believe that a good website can bring the John Smith’s

closer to its drinkers on an everyday basis.’


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