Guinness: Made of More

This case study describes how Guinness, the beer brand, created a single global proposition to grow its market around the world.

Guinness: Made of More

Campaign details

Agency: AMVBBDOBrand: GuinnessAdvertiser: Diageo

Summary

We present planning as perfection

Strategists like to present what we do in a Stepford-wives-esque, picture perfect way.

We've all done it.

We write the paper that fills you with envy of how planning started something great, with an example of a single, phenomenal, ground breaking strategic breakthrough that led to award-winning creative work.

But planning really works like this

It's chaotic.

Though awards like to hero planning creating a single moment that lead to a great creative idea, there is little attention or...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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