CDP beats two in battle to keep 4m McEwan’s
CDP has secured its hold on the Scottish Courage roster by retaining the 4m McEwan’s Lager account after pitching against Rainey Kelly Campbell Roalfe and Young & Rubicam.
In the long-running review, which was first announced in August (MW August 16), Scottish Courage put all the work submitted by the agencies into research.
A Scottish Courage spokesman says: “CDP demonstrated a thorough knowledge of the brand’s history and positioning.”
The brewer says TV advertising is planned for next spring, though it has not decided whether this will be regional or national.
It has been suggested that Scottish Courage is trying to reduce the number of agencies on its roster from seven to four.
CDP lost its share of the McEwan’s ales business to Faulds Advertising in May. But sources believe CDP’s creative work was better than the other two roster agencies’, and Scottish Courage was unable to take the account away from the agency.
The decision is likely to boost morale at Barker & Ralston, which is repitching for the Scottish Courage’s Beck’s Bier account. Other roster agencies pitching for the business include M&C Saatchi and Rainey Kelly.
Media planning and buying for McEwan’s Lager is handled by The Media Centre, and it is understood that this will not be affected.
