Guinness has employed Unusual Artistic Studio New York as its strategic and artistic company companion within the U.S. because the Diageo-owned stout model continues to develop its gross sales and shopper base globally, the model confirmed solely with ADWEEK.
Unusual’s one-year-old New York workplace received the enterprise after a aggressive pitch that additionally concerned Forsman & Bodenfors. Unusual declined to share the scale of the account in billings.
Joyce He, U.S. model director for Guinness, confirmed the appointment to ADWEEK. Philadelphia-based Quaker Metropolis Mercantile beforehand labored on the Guinness enterprise within the U.S.
London company AMV BBDO stays Guinness’ world artistic company companion throughout the U.Okay., Eire, Africa, and Southeast Asia. The model and company have labored collectively for 26 years and the connection is unaffected by the Unusual rent, an AMV BBDO spokesperson mentioned.
Pretty day for a Guinness
The brand new company appointment comes as Guinness drives momentum at Diageo.
Whereas the drinks large’s general world gross sales declined for the primary time for the reason that Covid-19 pandemic within the 2024 fiscal yr, its beer manufacturers elevated gross sales by 18% globally, primarily pushed by Guinness.
Guinness grew in markets together with Nice Britain, Eire, and North America. Within the latter, it reported a 6% year-on-year gross sales improve and was additionally the quickest rising imported beer in U.S. on-trade over the previous 12 months.
Diageo’s stout has a stable popularity within the U.S. In response to 2024 survey knowledge from enterprise intelligence firm Morning Seek the advice of, no beer model has a better internet favorability rating than Guinness.
Guinness has been bolstered within the U.S. by advertising together with its “Pretty Day” marketing campaign starring actor Jason Momoa that started operating in March, per Diageo’s 2024 earnings report.
