Diageo Selects Ogilvy PR as Global Brand PR Agency for Guinness

LONDON, May 20, 2011 – Diageo today announced that Ogilvy Public Relations Worldwide (Ogilvy PR), an integrated global communications firm has been appointed as the global brand PR agency for the world’s leading stout, Guinness.  Ogilvy PR is tasked with developing integrated communications strategies, brand marketing support and creative development for Guinness that will be implemented both globally and in the brand’s individual markets.

Oliver Loomes, Global Brand Director for Guinness said, “Diageo is moving towards a more participatory marketing model. To take full advantage of this will require agility and boldness within all our marketing programmes to enable us to stay at the cutting edge of marketing in the digital and engagement era. As a result, we wanted to partner with an agency that understands and has the ability to develop a truly integrated approach to PR communications. Ogilvy PR, with their bold creativity and global PR capabilities has this combination which we believe will prove to be a great asset to the development of great global brand marketing for the Guinness brand.”

Ogilvy PR Global Consumer Practice Head Samantha Allen said, “Guinness is a gift of a client. It is adored around the world from the biggest cities to the remotest corners. Ogilvy PR has been doing great work for Guinness locally in markets as varied as Ireland and Malaysia for many years, and now we’re absolutely thrilled to have the opportunity to work on the global Guinness PR business and ensure it continues to keep its place at the forefront of marketing innovation.”

Guinness is sold in over 150 markets around the world, is one of Diageo’s global strategic brands and is the third largest contributor to sales to the company after Johnnie Walker and Smirnoff. Ogilvy PR will be an integral partner in the development of global consumer participation platforms for the brand such as Arthur’s Day and St. Patrick’s Day.

Ogilvy PR’s London and Dublin offices will lead the work with Guinness while Allen oversees the team.  The brief focuses on reaching the brand’s key markets of the United Kingdom, US, Ireland, Africa and Asia through integrated marketing and communications efforts.

About Diageo
Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines.

Diageo is a global company, trading in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE).

For more information about Diageo, its people, brands, and performance, visit us at Diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.

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About Ogilvy Public Relations Worldwide
Ogilvy Public Relations Worldwide (Ogilvy PR) is a global, multi-disciplinary communications leader operating in more than 80 markets. Named Large Agency of the Year by The Holmes Report and PRNews, Ogilvy PR blends proven PR methodologies with cutting edge digital innovations to craft strategic programs that give clients winning and measurable results. Celebrating its 30th anniversary in business, Ogilvy PR provides strategic public relations counsel to a variety of clients across its social marketing, public affairs, healthcare, consumer marketing, 360-degree digital influence, corporate, and technology practices. Through its subsidiary, Feinstein Kean Healthcare, the agency also offers additional experience in the cancer field, as well as specialized expertise in molecular medicine, advanced biomedical research, leading life science and healthcare technologies and treatments. Ogilvy PR is a unit of Ogilvy & Mather, a WPP company (NASDAQ: WPPGY), one of the world's largest communications services groups. For more information, visit our Web site at www.ogilvypr.com.

Contact: Rachel Ufer
Date: May 20, 2011
Office: London