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.
