Guinness has picked the Publicis agency in London to handle its
advertising push into mainland Europe.
The offensive will be built around the main Guinness brand as well as
Kilkenny beer and will feature a blend of new creative work as well as
other material drawn from the company’s famous advertising heritage.
Publicis was appointed without a pitch to the assignment previously held
by Euro RSCG Wnek Gosper, which resigned it amid considerable acrimony
earlier this year (Campaign, 10 May).
Euro RSCG cut loose its Guinness business in protest at the brewer’s
decision to reassign the pounds 5 million UK Kilkenny business to
Publicis only weeks before the launch. Kilkenny complements Publicis’s
existing Harp and Enigma lager accounts.
Budgets are undisclosed for the initiative, which will begin with a
poster and cinema campaign in Northern Germany before spreading into
other areas, including the developing markets of Eastern Europe. Media
is being handled by Optimedia.
The push marks a significant intensification of activity on the European
mainland by Guinness. It has been sparked partly by the move of Rob
MacNevin from his job as the UK marketing director to marketing and
business development director for Guinness Europe.
The Hamburg area has been chosen as the campaign’s starting point
because of the popularity of Irish pubs there.
‘It gives us a base from which we can tell people more about a product
with which they are already familiar,’ Barry Cox, the Publicis managing