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Guinness UDV has handed the task to create the next major

international Guinness commercial to Irish International BBDO, in a move

away from its main agency of record Abbott Mead Vickers BBDO.

The move sees AMV's creative idea shunned in favour of that produced by

the Irish agency. The multimillion-pound international campaign will

break on 15 February and will run in the US, the UK and Ireland.

Irish International strengthened its relations with Guinness at the end

of last year when it hired John Kavanagh, who had run the Guinness

Ireland account at HHCL & Partners, to work on its business.

AMV has produced some of the industry's most acclaimed work for its

Guinness client, including award-winning spots such as "surfers" and

"bet on black".

It is not the first time that Guinness has strayed from its main

agency.

In 1995 it ran a spot, "anticipation", created by the Irish agency Arks,

not by its agency of record at that time, Ogilvy & Mather.

In December 2000 AMV pitched against the Saatchi & Saatchi network for

the global Guinness account. The brewer split its international business

between the two agencies.

Clive Tanqueray, AMV's global Guinness account director, said: "What was

quite clear in the pitch process was that Guinness wanted access to a

broader talent pool than just AMV. It would be crazy to expect one

agency to service the world."