NEWS: Three shops pitch for Beck’s Bier

Scottish Courage is pressing ahead with the rationalisation of its advertising agency roster by calling a review of its Beck’s Bier account.

Scottish Courage is pressing ahead with the rationalisation of its

advertising agency roster by calling a review of its Beck’s Bier

account.



The brewing giant has shortlisted three roster agencies to pitch for the

bottled beer business - the incumbent, Barker and Ralston, M&C Saatchi

and Rainey Kelly Campbell Roalfe. The business has a total marketing

spend of pounds 3 million.



The three will line up to compete for the account later this month, but

a result isn’t expected for several weeks.



A spokesman for Scottish Courage confirmed the review, and added: ‘We

want to make the best use of our roster resources and we decided this

was the best time to carry out a review. We’re delighted with our press

campaign but we’re looking for an idea to take it on from there.’



Beck’s has used Barker and Ralston for the past three years. In August,

the agency launched a press and poster campaign for the brand that

criticised European Union brewing regulations.



Last year, the brewing giant ran the poorly received ‘green sails’

campaign created by the German agency, BBDO-DB. Critics suggested the

strategy was unlikely to build a long-term brand proposition for Beck’s.



Scottish Courage has used mainly posters and press to promote Beck’s in

the past, but the spokesman didn’t rule out the possibility of a TV

campaign in the future.



Scottish Courage has been gradually reviewing its roster agencies since

the company was formed last year when Scottish and Newcastle bought

Courage.



The merged roster holds about nine agencies, including Young and

Rubicam, Collett Dickenson Pearce, Rainey Kelly and GGT.



The brewer is understood to be keen to whittle the number down.



As part of this process, Scottish and Newcastle is reviewing its pounds

4 million McEwan’s account. Work from Rainey Kelly, Y&R and the

incumbent, CDP, has been put into research and a decision is expected

soon.



Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content