EDITORIAL: Mother has comedy creds for XXXX job

Beer brands are responsible for some of the most enduring advertising endlines of recent years but the market has also been one of the most volatile when it comes to ownership changes - Castlemaine XXXX's sale to Interbrew is the latest. Last year only £130,000 was spent advertising the brand and the fact that its famous strapline still resonates so loudly is testament to the power of the Saatchi & Saatchi work. It's a heritage many agencies would struggle to match but XXXX's new agency, Mother, is one of the few that could be expected to do it.

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