BBDO/Proximity wins Guinness activation pitch

BBDO/Proximity, who already work with APBS as the above-the-line agency for Guinness, will now have the opportunity to extend their working relationship to cover other important below-the-line disciplines such as digital, sales promotion and CRM to create a truly integrated campaign offering.

Although yet to be revealed, the winning activation concept will continue to target a younger Guinness drinker using innovative recruitment mechanics to encourage trial. The campaign is due to launch towards the second half of this year and will aim to build excitement and awareness in the run up to Arthur’s Day 2010.

Paul Bisson, marketing manager for Guinness at APBS, said: “We were very impressed with the strategic thinking demonstrated by BBDO/Proximity during the pitch and their in-depth knowledge of both the Guinness brand and the Guinness consumer. The winning concept is a truly big idea that we are all very excited to see come to life later on this year.”

Last year in December, Guinness launched an ATL campaign created by BBDO/ Proximity titled 'Rise Together' in Singapore.