Agencies battle for 4m McEwan’s

Scottish Courage is talking to agencies about its McEwan’s Lager business as it continues a 25m advertising review.

The brewing giant embarked on the revision of its agency roster earlier this year, as exclusively revealed in Marketing Week (May 17). CDP and McCann-Erickson Scotland lost the McEwan’s ales business, which was handed to Faulds Advertising.

Now the brewer is looking at the creative business for McEwan’s Lager, currently held by CDP. Roster agencies, including the incumbent, have been asked to pitch.

They are understood to be Young & Rubicam, Rainey Kelly Campbell Roalfe and CDP.

A spokeswoman for Scottish Courage says: “McEwan’s Lager is backed by a 4m marketing spend. This year’s spend will be consistent with that figure.”

Media planning and buying, handled by the Media Centre, is not affected.

Since the brewer was formed from Scottish & Newcastle’s 425m takeover of Courage, observers have speculated that the roster will be cut as the brewer rationalises its portfolio of secondary brands and concentrates spend on big names.

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