Scottish and Newcastle International Division has handed the
account for its first active media relations campaign in Europe to
McCann-Erickson PR in Scotland.
The international division runs the brewery’s business outside the UK
and is part of Scottish and Newcastle plc, which also owns Scottish
The agency will promote McEwan’s, Foster’s and Theakston ales, initially
in France, Spain, Germany and Italy.
Sally Masterson, director of McCann PR Scotland, said: ’The main aim of
this programme of activity is to raise the profile of S&N International
as a major distributor of quality ales in Europe. We will be
concentrating on specific S&N International brands within the catering
and retail sectors through an intensive media relations campaign.’
The campaign could expand into other European countries. Scottish and
Newcastle International has offices in Amsterdam, Madrid, San Francisco,
Shanghai, Cape Town and Sydney.
The campaign will be reviewed after six months and could continue for