O&M retains its grip on Guinness Draught Bitter

Guinness Brewing has retained Ogilvy & Mather for its Guinness Draught Bitter brand, ending speculation that the agency’s hold on Guinness is slipping.

Guinness had invited O&M and roster agency EURO RSCG Wnek Gosper to pitch for the account in September. The brewing giant had dropped creative work by O&M for its mainstream stout brand in favour of creative work from Arc Ireland.

O&M has held the account, which is thought to be worth between 2m and 3m, since the product was launched four years ago. The brief includes looking at “the product’s positioning and future development”.

However, Guinness has been unable to establish a clear image for the product and has tried various campaigns, such as this summer’s “puzzles” poster ads.

One problem is that the brand is mainly a take-home line and has little presence in pubs and bars. It has also been difficult to position it away from Guinness stout.

The company is trying to establish the brand in a market dominated by the likes of Boddington’s and John Smiths.

It is thought the new work will include television, press and posters.