±±¾©Èü³µpk10

Guinness UDV has asked Abbott Mead Vickers BBDO and Saatchi &

Saatchi to advance ideas for the first global ad activity for its

Guinness brand in a shift in strategy for the drinks giant.

The roster agencies were first asked to develop ideas a month ago,

although Guinness UDV UK marketing director Syl Saller had said at the

time that it would be at least a year before any work broke.

Saller said the two agencies are working together on the activity, not

competing for it.

Diageo-owned Guinness UDV reduced its global Guinness roster from six

agencies to two in early-January, splitting the pounds 250m global

account between AMV and Saatchis by brand variant and geographical

market.

AMV, which has handled Guinness in the UK since 1998, was hired to

promote the flagship Guinness Draught brand in all its markets

worldwide, principally Europe, the US and Australia, which together

account for 60% of Guinness volume globally.

The remit for Saatchis, which already held the account across Africa and

the Caribbean, was expanded to cover Asian markets.

When the roster was confirmed, global brand director Jon Potter said the

global diversity of the brand meant a single creative execution was not

necessarily the best way forward.

Saller said the proposed new work would involve testing existing

campaigns in other markets, citing the success of UDV's Baileys TV ad,

which was originally an Italian strategy and now runs in 42 countries

including the UK.

She said: "We are looking to build global brands, so ideally we would

like global campaigns, but our wish to do things right by our consumers

means we will rule nothing out."

She added that AMV's highly successful UK 'Good things come to those who

wait' campaign had been tested in the US, but proved unpopular.