Claydon Heeley International has picked up six Guinness Brewing GB brands below the line, including the relaunch work for Harp lager.
The spend on the brands – which include Kilkenny, Kaliber, Kronenbourg 1664 and Harp – is believed to be about 5m.
The appointment follows a pitch against two other agencies, understood to be Carlson and Dynamo. Guinness Brewing now uses Claydon Heeley, Triangle and Brann below the line.
Earlier this year (MW January 17), Guinness Brewing unveiled plans to relaunch the Harp brand as Harp Irish lager with a stronger alcohol content to compensate for dwindling support from regional brewers. The relaunch is being supported above the line with a 4m campaign through Publicis.
Guinness’ last major below-the-line push was a direct response TV ad to mark St Patrick’s Day. The ads were created by Brann.
Guinness Brewing GB restructured its marketing division at the end of last year. The division was given more strategic power to help Guinness fight new product sectors such as hybrid ales.