Ogilvy & Mather is battling to retain its pounds 12 million Draught
Guinness business following the brewing giant’s decision to axe the
ill-fated ’black-and-white’ campaign and put the account up for
review.
O&M, which has handled Guinness for 12 years, will pitch in five weeks’
time against TBWA Simons Palmer, HHCL & Partners and Abbott Mead Vickers
BBDO. AMV has withdrawn from the Tetley Bitter pitch to free itself for
the Guinness contest. A decision is expected swiftly.
HHCL, which handles the brand in Ireland, is the only Guinness roster
agency on the list. However, AMV also has connections with Guinness:
Michael Baulk, the agency’s chief executive, and Peter Warren, a board
director, led the successful ’pure genius’ pitch in 1985 while they
worked at O&M.
Relations between O&M and Guinness have been strained ever since the
’black-and-white’ campaign launched in 1996. Even before the campaign
broke, pre-publicity about the infamous ’gay kiss’ ad, which Guinness
refused to admit existed, undermined the company’s faith in O&M. The
scandal angered Tony Greener, Guinness’s chairman, who had originally
given the go-ahead for ’black and white’. This month, Greener was forced
to apologise to the chairman of British Energy over ads showing a
two-headed fish alongside a quote stating nuclear power was safe.
Julian Spooner, Guinness’s marketing director who is leading the pitch,
believes that, while the Draught Guinness brand is increasing its market
share, an opportunity exists to accelerate this growth. He said: ’The
’black-and-white’ campaign has run its course. We have therefore asked
three agencies and the incumbent to develop a new strategy and
creative.’
Tom Bury, O&M’s deputy chairman, said: ’I joined O&M to work on Guinness
and I won’t see it going elsewhere. We feel we have done successful
advertising for the brand over past 12 years and we can do it for
another 12.’
