Scottish Courage is talking to agencies about its pounds 45 million
media planning and buying account and is understood to have drawn up a
shortlist of shops to pitch for the business.
The brewing giant has spent the past few weeks sounding out media
agencies with a view to a full-scale review of the media tasks for its
entire brand portfolio.
At least four agencies are understood to have met with Scottish Courage,
which is the UK’s second largest brewing group.
According to one of the agencies involved, there has been an initial
round of pitches, conducted this week, though it is unclear whether the
incumbent, MediaVest, is involved at this stage.
MediaVest has held the centralised business since 1995, when it took the
account from BMP, which had scooped MediaVest’s rival Anheuser-Busch’s
account in an international realignment.
This is the first time that Scottish Courage has reviewed its media
business since the mid-90s.
Scottish Courage’s portfolio of brands includes Foster’s, John Smith’s,
Holsten, Beck’s and Miller, and represents one of the most prestigious
advertisers in the alcohol category.
The media review follows the recent announcement of disappointing
results for the brewer. Operating profit for the group fell from pounds
399.4 million to pounds 379.4 million for the year to the end of April,
although its premium brands are turning in successful sales figures and
the recent acquisition of Kronenbourg is likely to herald European
Scottish Courage now faces stiffer competition in the UK following
Interbrew’s purchase of Whitbread and Bass, which knocked Scottish
Courage from the top of the brewers’ league table.