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
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
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
Michael Baulk, the AMV chief executive, said: ’There is a feeling that
Guinness should be with the agency brand leader. The assignment is a
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
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.’