Scottish Courage to review media

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.

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

expansion.



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.



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