An effectiveness story made of more

IPA Effectiveness Awards Case Study 2016


By committing long-term to a brand idea, ‘Made of More’, Guinness defied significant challenges in the UK and Irish markets, and created an effective global communications platform. Guinness built on the qualified success of its early iterations of ‘Made of More’ to develop films which more effectively communicated the brand’s distinctiveness and salience. This includes films such as ‘Wheelchair basketball’ and ‘Sapeurs’ that told stories of individuals making bold choices and displaying character. The strategy delivered improving returns, and was estimated to have delivered an overall profit ROI of £3.88 for every £1 invested (almost twice the category norm).

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“ We’ve learnt how to use the power to attract and engage that’s always been embedded in the distinctiveness of Guinness, by celebrating people with character, integrity and confident self-expression, and groups that live life on their own terms. These concepts shape all our briefs globally.”

Alison Falconer, Global Planning Director, Guinness & Beer
Diageo

Winners 2016

Gold Winner

Title

An effectiveness story made of more

Brand

Guinness

Client

Diageo

Agency

AMV BBDO

Principal Authors

  • Rory Gallery - AMV BBDO
  • Lilian Sor - AMV BBDO

Contributing Authors

  • Alison Falconer - Diageo
  • David Hartley - Data2Decisions
  • Craig Mawdsley - AMV BBDO

Credited Companies

  • AMV BBDO - Creative Agency
  • Carat - Media Agency

This paper was a good story, well told. We really appreciated the honesty of the case, their commitment to learning as they went, and ‘Made of More’ as an overarching brand purpose is genius. Sarah Warby, Sainsbury's

Shortlist 2016

Gold Winner

Title

An effectiveness story made of more

Brand

Guinness

Client

Diageo

Agency

AMV BBDO

Principal Authors

  • Rory Gallery - AMV BBDO
  • Lilian Sor - AMV BBDO

Contributing Authors

  • Alison Falconer - Diageo
  • David Hartley - Data2Decisions
  • Craig Mawdsley - AMV BBDO

Credited Companies

  • AMV BBDO - Creative Agency
  • Carat - Media Agency

This paper was a good story, well told. We really appreciated the honesty of the case, their commitment to learning as they went, and ‘Made of More’ as an overarching brand purpose is genius. Sarah Warby, Sainsbury's

An effectiveness story made of more

IPA Effectiveness Awards Case Study 2016


By committing long-term to a brand idea, ‘Made of More’, Guinness defied significant challenges in the UK and Irish markets, and created an effective global communications platform. Guinness built on the qualified success of its early iterations of ‘Made of More’ to develop films which more effectively communicated the brand’s distinctiveness and salience. This includes films such as ‘Wheelchair basketball’ and ‘Sapeurs’ that told stories of individuals making bold choices and displaying character. The strategy delivered improving returns, and was estimated to have delivered an overall profit ROI of £3.88 for every £1 invested (almost twice the category norm).

Click to purchase this case study >