- Guinness has slashed its agency roster to Saatchi & Saatchi and AMV/BBDO, ditching HHCL & Partners and Ogilvy & Mather.
Saatchi & Saatchi, which currently handles the brand in Africa and the Caribbean, will now take on the Foreign Extra Stout markets in Singapore, Malaysia, Hong Kong/Greater China and Indonesia - some 36% of the total volume of Guinness sold worldwide.
AMV, incumbent agency in the UK, will now handle all Guinness draught work across Ireland and the US as well as continuing in the UK. The move means HHCL & Partners loses its Irish account. The markets together account for 60% of Guinness volume worldwide.
Although the review was designed to cull the six agencies on the roster to just one, Guinness said the appointment of Saatchi & Saatchi and AMV would use the strengths of two shops. Others on the roster list were Frohling Werbeagentur in Germany and US shop Weiss, Stagliano & Partners.
Global brand director for Guinness Jon Potter said: "Our decision may come as a surprise to those who thought we were wedded to a single creative execution that threatened the diversity and creativity of our previous advertising."
He said the decision split the account was based on the need to continue with good creative work rather than seek global uniformity and neatness. Last year, Guinness spent a total of £230m on advertising and promotion.