Mustoe beats three to 10m Bass

Mustoe Merriman Herring Levy has won a four-way pitch for a new international account for Bass Beers Worldwide, thought to be worth more than 10m.

The agency will handle all creative work for Bass Ale and Caffrey’s in foreign markets outside the US. Weiss Stagliano & Partners in New York will continue to work on Bass’ joint US venture with Guinness.

The move will partially centralise some of Bass’ fragmented foreign marketing arrangements as the company expands its exports. Bass Ale and Caffrey’s will attract the bulk of international investment. Bass is moving towards licensing Hooper’s Hooch in foreign markets and recently signed deals in the US and South Africa. Apart from licensing, Hooch will be handled through existing arrangements and not by Mustoe Merriman.

Dominic Harrison, marketing director of Bass Beers Worldwide, says: “International development can be very haphazard. We are trying to focus growth on core brands in chosen markets.”

Bass’ exports are primarily aimed at 12 core markets outside the US, particularly Australia, South Africa, Scandinavia and Iberia. In 1997, it generated about 80m in revenue.

It is not known which other agencies pitched against Mustoe Merriman, although Bass has held talks with roster agencies Roose & Partners, WCRS and EURO RSCG Wnek Gosper.