HOME - :: Alex was the brand planner on Guinness during the busiest time in the brand’s history. In his first campaign ‘Hands’ he led Guinness into the digital world for the first time, with a unique microsite where users could create their own version of the film. Engagement with the brand on the site averaged 7.5 minutes and it picked up the FWA’s site of the week.:: He then led the thinking on Guinness’s Rugby Strategy, culminating in the ‘Rugby Squared’ campaign that gave the brand the highest spontaneous awareness around the 2007 Rugby World Cup despite not being an official sponsor. The TV execution received the brand’s best ever Millward Brown tracking scores for branded memorability and brand appeal. Together with the tactical press ads around the tournament, it took Guinness’s association with rugby to an all time high.:: At the same time, he worked on the launch of the Guinness Red variant, leading the strategic thinking on only the second NPD launch from the brand in the UK.:: And for the ‘Tipping Point’ campaign, the brand once again embraced the power of the digital environment by allowing one lucky consumer to launch the biggest TV ad in the brand’s history. An elaborate treasure hunt was played by over 80,000 fans resulting in millions of minutes interaction with the brand well beyond the film itself. It was Guinness’s most successful campaign yet in terms of deepening loyalty and cementing the bond with fans of the brand. And it was voted the world’s third best campaign of 2008 in the Big Won survey.:: Alex also helped the brand tackle the summer sales dip with the ‘taste’ campaign, and reassured on product quality through the ‘Brewed in Dublin’ outdoor campaign.:: Sales increased 3% in a market otherwise declining by 5% and the Diageo European President went on record to praise the impact of the brand’s communications. :: Click here to see the work » -

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:: Alex was the brand planner on Guinness during the busiest time in the brand’s history. In his first campaign ‘Hands’ he led Guinness into the digital world for the first time, with a unique microsite where users could create their own version of the film. Engagement with the brand on the site averaged 7.5 minutes and it picked up the FWA’s site of the week.

:: He then led the thinking on Guinness’s Rugby Strategy, culminating in the ‘Rugby Squared’ campaign that gave the brand the highest spontaneous awareness around the 2007 Rugby World Cup despite not being an official sponsor. The TV execution received the brand’s best ever Millward Brown tracking scores for branded memorability and brand appeal. Together with the tactical press ads around the tournament, it took Guinness’s association with rugby to an all time high.

:: At the same time, he worked on the launch of the Guinness Red variant, leading the strategic thinking on only the second NPD launch from the brand in the UK.

:: And for the ‘Tipping Point’ campaign, the brand once again embraced the power of the digital environment by allowing one lucky consumer to launch the biggest TV ad in the brand’s history. An elaborate treasure hunt was played by over 80,000 fans resulting in millions of minutes interaction with the brand well beyond the film itself. It was Guinness’s most successful campaign yet in terms of deepening loyalty and cementing the bond with fans of the brand. And it was voted the world’s third best campaign of 2008 in the Big Won survey.

:: Alex also helped the brand tackle the summer sales dip with the ‘taste’ campaign, and reassured on product quality through the ‘Brewed in Dublin’ outdoor campaign.

:: Sales increased 3% in a market otherwise declining by 5% and the Diageo European President went on record to praise the impact of the brand’s communications.

:: Click here to see the work »

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