North American brand steward for the black stuff from 2007 to 2010 including leading the brand through its 250th anniversary year. Sláinte. That's Gaelic for cheers, pronounced 'slawn-cha'. like ... 'lawn-chair.'
In collaboration with: Tribal DDB Worldwide
Start Your Night At 17:59 – ThrillList.com Partnership
Launched in Summer ’09 in 12 major metropolitan markets, Start Your Night at 17:59 placed emphasis on both 1759 as the year the world was introduced to Guinness, and 17:59 (AKA one minute to six) as the perfect time to head out and begin your evening with a Guinness. Partnering with ThrillList.com we were able to find a smart way to direct consumers to Guinness stocked bars using ThrillList’s editorial voice, while avoiding concerns that Guinness would not equally represent all of it’s distributors. Users could assemble their own itinerary starting at 17:59 and then share it with their friends, before heading out with a hand-held WAP itinerary to keep them on course.
Geo-Targeted Online Advertising
Geo-target advertising allows us to pull direct-feed data from ThrillList 17:59 itineraries relevant to the local metropolitan market.
Arthur’s Day Online Advertising
On September 24th 2009, Guinness donated a portion of all sales to charity.
Creative steward of the North American Guinness site from 2007 until 2010.
Starting in 2008 and evolving in 2009, Proposition 3-17 was launched to propose St. Patrick’s Day as a Federal National Holiday in the US. Since it’s inception, we have used the web as the primary driver to collect one million signatures to present to congress. Visitors are encouraged to gather signatures from their social network using a facebook application.