Singapore – BBDO/Proximity Singapore, an Omnicom Company, is appointed by Asia Pacific Breweries Singapore (APBS) to conceptualize, develop and execute an island-wide activation program for Guinness beating out the competition in a three way pitch process that started back in January.

BBDO/Proximity, who already work with APBS as the above-the-line agency for Guinness, can now extend their working relationship to cover other important below-the-line disciplines such as digital, sales promotion and CRM to create a truly integrated campaign offering.
Although yet to be revealed, the winning activation concept will continue to target a younger Guinness drinker using innovative recruitment mechanics to encourage trial. The campaign is due to launch towards the second half of this year and will aim to build excitement and awareness in the run up to Arthur’s Day 2010.
“We were very impressed with the strategic thinking demonstrated by BBDO/Proximity during the pitch and their in-depth knowledge of both the Guinness brand and the Guinness consumer” said Paul Bisson, Marketing Manager for Guinness at APBS. “The winning concept is a truly big idea that we are all very excited to see come to life later on this year,” he added.
adobo magazine. The Word on Advertising.
