NEW YORK and DUBLIN: Guinness, the Diageo-owned, Dublin-brewed stout beer brand, has named Taylor its global AOR after a two-month search.
Taylor will provide global strategic support and develop best practices for sponsorships, as well as brand and crisis communications.
Beth Davies, global PR director for Guinness, said it sought a firm with expertise in the beverage arena, experience targeting the 25- to 35-year-old male demographic, offices in both the UK and US, and a mobile staff that could do projects in the 180 global markets in which Guinness is sold.
"We don't have a communications resource in every market," she said. "This is a critical way to get the story about the brand out to all our markets and consumers."
Taylor has worked with other Diageo brands over the past 20 years.
Davies would disclose neither the contract's value nor the other agencies that were considered.