Guinness hands task to Lexis on a retainer

Guinness has scaled down its four-year relationship with The Red Consultancy and awarded its consumer and trade account to Lexis PR, with fees expected to be in excess of pounds 250,000.

Guinness has scaled down its four-year relationship with The Red

Consultancy and awarded its consumer and trade account to Lexis PR, with

fees expected to be in excess of pounds 250,000.



Lexis has been handed the bulk of Guinness’s PR work after a two-tier

pitching process (PR Week, 22 October). The second stage of the pitch

was a four-way affair, which included Red and Countrywide Porter

Novelli.



The account had been with Red on a project basis, but Lexis has been

appointed on a retainer. Red continues to work on interim projects,

including Guinness draught in a bottle and the ’Good things come to

those who wait’ advertising campaign.



Lindsey Sexton, PR and sponsorship manager, said: ’We identified a need

for a retained agency to get close to the brand. Sales are strong, but

we are continually driving for greater innovation and felt it beneficial

to retain an agency.’



Sponsorship will play an important part in the Lexis brief. Its first

main task will be to prepare for St Patrick’s Day next year. Other

recent Guinness sponsorships include the Rugby World Cup and the

Cheltenham Gold Cup.



The account will encompass Guinness Extra Cold, draft in a bottle, and

non-alcoholic lager brand Kaliber.



Lexis will report to Sexton who joined the company last month from Nexus

Choat to become its in-house PR manager. Work on the account starts in

January.



’The challenge is to produce PR campaigns that have the resonance and

savvy of the advertising,’ said Lexis chief executive Bill Jones.



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