McCann nets 2.5m Greene King brands in centralisation

Regional brewer and pub-owner Greene King has centralised its 2.5m advertising account for Greene King IPA, Abbot Ale and Wexford Irish Cream Ale in McCann-Erickson.

The account was previously split between two agencies, with RPM3 handling cream ale brand Wexford and Delaney Fletcher Bozell working on the cask ale brands. McCann was appointed after a four-way pitch against RPM3, J Walter Thompson and DMB&B. Bozell declined to repitch.

The centralisation of the account was overseen by Adam Collett, head of marketing at Greene King’s brewing and brands division, who recently took control of marketing after the retirement of marketing director Simon Jamieson.

“It’s the first thing I have done since Simon Jamieson retired at the end of last year,” says Collett. “Having one agency is more efficient in management time for a small company like us. If there are two agencies, there are no economies of scale.”

At the company’s interim results last December it was revealed Abbot’s volume share had risen by 19 per cent, but IPA’s rose by only one per cent. New work for Abbot will appear in May. A heavyweight campaign for IPA is due to break in September, rolling out from East Anglia and London into the rest of southern England.

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