Barker and Ralston has held on to the pounds 3 million Beck’s beer
account after a fiercely competitive pitch against two fellow Scottish
Courage roster agencies, M&C Saatchi and Rainey Kelly Campbell Roalfe.
The reappointment, coupled with the recent retention by Collett
Dickenson Pearce of the McEwan’s Lager business, indicates that Scottish
Courage’s plans to trim its roster of eight agencies appear to be on
Simon Rhodes, the brands director for lagers at Scottish Courage, said:
‘The number of agencies on our roster is not irrelevant, but the calibre
of ideas and the best service of our brands must come first. We make
judgments based on creative criteria and not on any other agenda.’
Matthew Heath, the account director on Beck’s at Barker and Ralston who
led the agency’s pitch, said: ‘We were desperately keen to continue the
relationship with Scottish Courage, and pitching against such tough
competition really forced us to stretch our creative muscles.’
Barker and Ralston has held the Beck’s business for three years,
although creative work from Germany has run during that time. In August,
Barker and Ralston launched a tactical press and poster campaign for the
brand that criticised European Union brewing regulations.
The pitch was held because Scottish Courage wanted to uncover a long-
term advertising idea for the brand. New work focusing on Beck’s
commitment to quality will run next spring.