The making of more: how Guinness developed its global strategy

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...

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