R/GA has been chosen as the digital agency of record for the Guinness global brand team, which is based in Dublin, Ireland.
Abbott Mead Vickers BBDO holds the above-the-line account in the UK, which it picked up in 1998 from Ogilvy & Mather. The agency will also continue to handle community management and social content creation in Europe.
Iris, which oversees global trade and activation for Guinness, is not affected by R/GA’s appointment.
A spokesman for R/GA said: "R/GA London can confirm it has recently been appointed digital agency of
record for the Guinness global brand team. As part of this relationship, we will be collaborating closely with
Diageo’s existing roster of agencies working on Guinness."
Separately, R/GA has hired Jon Andrews, former managing partner and head of innovation at Ogilvy & Mather, and Mark Fairbanks, former executive creative director at Havas London, as group creative directors.