Guinness Holds Global Review, Parts with Saatchi & Saatchi

By Erik Oster Comment

Guinness-original-logoDiageo-owned stout brand Guinness has announced that it’s holding a pitch seeking a new agency for its global advertising account, parting ways with Saatch & Saatchi, who have worked on Guinness’ global account for six years.

“To drive better integration between idea generation and multi-channel execution we are looking to appoint a new agency to lead content creation across digital and shopper channels for our global platform, ‘Made of More,’ said Grainne Wafer, the global strategy and communications director at Guinness.

“The rationalisation of tasks and agencies over the last couple of years, and specifically just recently, have substantially changed the creative potential of the global Guinness account,” said Magnus Djaba, the chief executive of Saatchi & Saatchi London. “As a result, we feel the time is right for us to part ways. We wish Diageo all the best in finding the right agency for the business going forward.” Saatchi & Saatchi began work on the account back in 2008, with the brand approaching its 250th anniversary.

The pitch will not affect Guinness’ regional relationships, such as with AMV BBDO in the UK and in Africa (an account which BBDO won from Saatchi & Saatchi last year), and BBDO New York in the US.