The making of more: how Guinness developed its global strategy

Sam Peña-Taylor

This event report looks at how drinks brand Guinness reacted to a changed marketing environment, developing its global brand purpose and successfully tweaking creative when necessary.

Guinness does great ads. It pretty much always has. In the 1920s, Rupert Guinness, a descendant of the founder, was reluctant when his staff asked if they could place an ad. When he was finally convinced, he was very clear: "The quality of our advertising must be equal to the quality of the beer."

Few companies have their brand so baked in. And, according to David Edwards, Strategy Partner at AMV BBDO, speaking at WARC's Lessons from the world's best campaignsevent, people frequently assume "it must be quite easy to work on Guinness" with its century-long heritage of...

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