Guinness tries a lighter image and a heavier budget to sell its stout to a new generation

Article Abstract:

Guinness Bass Import Co. is revamping it's image to target young Americans with a $40 million campaign, "Guinness refreshes the spirit". Weiss Stagliano Partners has developed cheery humorous radio, television and print ads that depict Guinness drinkers with a rich social life.

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Favoring creativity, Heineken will take its U.S. campaign to a world audience

Article Abstract:

Heineken N.V. is expanding its relationship with the New York office of Lowe Lintas & Partners Worldwide by giving the agency responsibility for Heineken beer brand ads that will run worldwide. Usually, Heineken campaigns are produced by local agencies, from country to country. The move is seen as part of an effort by large marketers to enhance the creative content of their ad campaigns.

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A sales pitch tries to connect with fans as baseball season starts

Article Abstract:

Major League Baseball is launching it's "Connect with it" campaign on TV, print, radio, outdoor and Internet advertising to stir a personal attachment with the game in a time when sports ratings are falling yearly. FCB Worldwide has run with the $20-$30 million budget with vintage and current players and their ardent fans in celebration.

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