Over the past ninety years Guinness has developed a deserved reputation for creative excellence - from the early days of Gilroy's illustrations to Surfers.
This is a story about how we snatched victory from the jaws of victory.
When Guinness was at the top of its creative game, it had to change. There was so much to lose, so much expectation, and going backwards wasn't a conceivable option.
By going back to basics, using brand heritage as the inspiration, we helped Guinness remain a cultural icon and increase returns despite category disruption that ^disproportionately affected the stout market.
But we go further than that.
Even if you're on the right track, you'll get run over if you just sit there.
This is a story about how we continued to build the Guinness brand behind a consistent idea and improve returns year-on-year by continually refining our storytelling model and cultural contexts.