TBWA GGT Simons Palmer is tipped to win an estimated pounds 2
million project for Scottish Courage’s McEwan’s lager brand.
The brewer confirmed that a pitch between TBWA and fellow roster
agencies, CDP and Faulds, took place but claimed that no agency had been
However, a spokesman confirmed that TBWA was the front runner.
The brewer is looking at a number of projects for the brand, which is
understood to be in decline since its market-share high of 17 per
Advertising has been minimal since CDP’s pounds 10 million relaunch
campaign in 1997. The campaign featured a gang of six drinking mates and
aimed to link the stereotypical sociableness of Scotland and the North
of England to McEwan’s, using the strap-line, ’It’s what we stand
However, last year’s spend through CDP was only pounds 1 million.
It is thought the winning agency will oversee new product launches
planned by the brewer, including a smooth beer/lager.
This could include a relaunch of the brand with a more premium
The spokesman claimed that CDP would continue to be the agency of record
for McEwan’s and that Faulds would continue to handle McEwan’s
The ad and PR agency, Renegade, was also appointed last year to handle
promotional activity across the McEwan’s portfolio.
Meanwhile, rival brewer, Bass, is testing a low alcohol version of
Carling, to be called Carling Blue. The beer is being tested in the
North-east and if successful will be rolled out next year. Several
agencies have been invited to pitch ideas.