It was billed as a winner-take-all. But in the end, Abbott Mead Vickers BBDO and Saatchi & Saatchi will share creative duties on Guinness' flagship brand.
AMV BBBO will handle ads on Guinness draft in the United Kingdom, Ireland and the United States, while Saatchi gets ad duties on the bottled version - otherwise known as Foreign Extra Stout - in Africa, Asia and the Caribbean, a client executive confirmed.
Total billings are estimated at $200 million. AMV BBDO's share is more than half that, with Saatchi getting the rest, according to sources.
Previously, Saatchi handled the brand in Africa and the Caribbean, and AMV BBDO, in the United Kingdom. Four other agencies, including Weiss Stagliano Partners in New York, were eliminated from the roster.
Now that the creative consolidation is over, sources expect Guinness/UDV to launch a review of its media duties, currently split among several shops.