Guinness Brewing Worldwide has invited Ogilvy & Mather, its main UK
agency, and HHCL & Partners, a relative newcomer to its roster, to
develop ideas for its sponsorship of the Rugby World Cup in 1999.
O&M, which handles the Guinness stout brand in the UK and Asia Pacific,
and HHCL, the winner of Guinness’s Irish account last August, have been
asked to devise a logo for the sponsorship deal. The task is expected to
develop into more traditional advertising.
Guinness signed a pounds 10 million deal to become the first worldwide
sponsor of the Rugby World Cup in July. The event is expected to attract
1.5 million spectators and three billion TV viewers.
Jonathan Miller, Guinness Brewing Worldwide’s external communications
manager, sought to play down the assignment: ’We have asked two of our
agencies to work on a logo. This is not a competitive pitch,’ he
No-one at O&M or HHCL was available to comment.