Farm triumphs in Courage shoot-out

Farm has scooped the advertising account for the Wells & Young's-owned beer brand Courage following a competitive pitch.

The agency triumphed in a final shoot-out against Krow, in a process managed by the AAR. Two other non-roster agencies were involved at an earlier stage.

Farm will be responsible for relaunching the Courage brand and raising its profile.

The activity, which is set to break in October, will focus predominantly on its two main bitter brands, Best and Directors. Courage Best, the most mainstream of the brands, competes with the likes of John Smith's, Tetley and Boddingtons. Courage Directors, which sits in the more specialist ale market, competes with brands such as London Pride.

The review was called in March by the Wells & Young's director of marketing, Chris Lewis.

Courage's advertising shot to fame in the 80s with a campaign called "Gertcha". The ad, by BMP, was fronted by the cockney duo Chas 'n' Dave.