Guinness has culled four shops from its global roster, concentrating its worldwide duties (worth £230 million last year) in the hands of two agencies – Saatchi & Saatchi and AMV/BBDO.

AMV, the UK incumbent, picks up the accounts for Guinness draught in Ireland and the US. The three markets combined represent some 60% of Guinness’ worldwide volume.

Saatchi & Saatchi, previously responsible for Guinness in Africa and the Caribbean, now adds Indonesia, Singapore, Malaysia, China and Hong Kong to its portfolio.

The drinks brand’s decision displaces former roster agencies HHCL & Partners, Ogilvy & Mather, Germany’s Frohling Werbeagentur and Weiss, Stagliano & Partners in the US.

Previously, Guinness had said it would choose just one shop from the review. Commented Guinness’ global brand director Jon Potter: “Our decision may come as a surprise to those who thought we were wedded to a single creative execution that threatened the diversity and creativity of our previous advertising”.

He went on to explain that the choice of two shops reflected a desire to retain strong creative work rather than strive for worldwide uniformity.

News Source: CampaignLive (UK)