The agency has been handed a multimillion-pound brief spanning web development, online advertising and digital marketing in Great Britain, Ireland, Asia, Africa and the US, as the brand consolidates its entire global digital ad business into a single network (Marketing, 30 May). Guinness previously assigned its online activity to a handful of roster agencies on a region and project basis.
It is understood that Tribal DDB saw off competition from rivals including Agency Republic, AKQA and Carlson Marketing.
In the past Guinness has worked with Arc Worldwide, Tullo Marshall Warren and Euro RSCG KLP. The stout brand's most recent digital initiative was handled by ichameleon group in partnership with ad agency Abbott Mead Vickers BBDO.
Guinness is experimenting heavily with online ads and interactive TV ahead of plans to increase its digital spend.
Diageo and Tribal DDB were unavailable for comment.
- Brand health check, page 20.
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