Claydon Heeley scoops 5m Guinness brief below the line

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.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here