Guinness embarks on pointless multi-agency pitch when all the evidence shows that BBDO can do the job

Guinness global strategy and communications director Grainne Wafer says the Diageo-owned brand is looking for a new global agency. “To drive better integration between idea generation and multi-channel execution we are looking to appoint a new agency to lead content creation across digital and shopper channels for our global platform, ‘Made of More,’ she says.

To that end Saatchi & Saatchi is off the case and six agencies are to be invited to pitch. Whether Saatchi was fired or resigned the account is unclear but Kevin Roberts’ boys and girls don’t seem very happy.

AMV/BBDO, which devised the much-praised ‘Made of More’ campaign (below), handles Guinness in the UK and Africa. BBDO New York produced the Guinness ‘wheelchair basketball’ ad, also a winner.

Why on earth is Guinness holding a pitch? Just because it can?

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.