Guinness seeks young with AMV

Guinness looks set to target younger drinkers in its first work from Abbott Mead Vickers BBDO.

Guinness looks set to target younger drinkers in its first work

from Abbott Mead Vickers BBDO.



It has emerged that an idea presented to the brewer by Tom Carty and

Walter Campbell, the AMV creative team behind the Volvo ’twister’

commercial and the acclaimed Dunlop film, played a major part in winning

the pounds 12 million Draught Guinness business.



The agency is understood to be preparing to shoot new commercials which

will go on air in the spring, replacing Ogilvy & Mather’s ’black and

white’ campaign.



The Abbott Mead Vickers group is now likely to target Guinness’s huge

below-the-line account in an attempt to give Guinness’s marketing a more

integrated feel.



Sponsorship, direct marketing and trade advertising are currently split

by Guinness between a number of suppliers, notably Brann.



Industry sources insist there have been no promises from the brewer.



However, AMV will hope Guinness follows other clients, such as BT and

Volvo, by gradually aligning business with group subsidiary

operations.



Michael Baulk, the AMV chief executive, said: ’There is a feeling that

Guinness should be with the agency brand leader. The assignment is a

wonderful compliment.’



The speed of the decision - less than 48 hours after last Wednesday’s

pitch - surprised agency executives, who had expected presentations to

go into research.



The account switch follows an increasingly tense relationship with

O&M.



Its dealings with the brewer had not recovered from the furore

surrounding the ’gay kiss’ ad that never aired.



A Guinness spokesman said: ’The brand has always been at the cutting

edge of advertising and we have to keep it that way. Because your market

share is rising, there is a temptation to rest on your laurels. But we

tend to strike before the iron is hot.’



Perspective, p14.



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