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A shift to a global strategy is driving Guinness’ planned consolidation of its flagship brand at a single agency.
Chasing the estimated $200 million prize: Saatchi & Saatchi, which handles the brand in Africa and the Caribbean, and Abbott Mead Vickers/BBDO, which has duties in Britain. Pitches are one to two weeks away; a selection is expected by month’s end.
In addition to presentations, the client will consider each agency’s global brand experience, its ability to execute ideas across multiple markets and the reach of its international network, according to Jon Potter, global brand director at Guinness.
The latter capability is crucial because Guinness is sold in more than 150 markets.
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