Diageo-owned Guinness Brewing plans to consolidate the global advertising for its eponymous stout brand with one of two contending agencies.

The two shops in the review, both based in London, are current Diageo roster agencies: Abbott Mead Vickers BBDO (which handles Guinness in the UK) and Saatchi & Saatchi (which handles it in Africa and the Caribbean).

Commented James Thompson, vice president for marketing at the American import division: “We've committed to global marketing for the Guinness brand, looking for an agency with a track record in developing outstanding creative, expertise in building and managing global brands and a global network”.

The need for a global presence has ruled out the brand’s US agency, New York’s Weiss Stagliano Partners, which will continue to handle sibling brands Caffrey’s, Bass and Harp in America, as well as picking up Red Stripe.

Guinness spends some $300 million every year on marketing, about half of which is adspend.

News source: New York Times