Scottish Courage has reappointed Barker & Ralston to its pounds 3m
Beck’s Bier account following a three-way pitch against M&C Saatchi and
Rainey Kelly Campbell Roalfe.
The German-brewed beer will be backed by fresh advertising next year,
following on from press and poster ads created by Barker & Ralston which
attacked European Union legislation.
Barker & Ralston’s win is the second agency reappointment for Scottish
Courage, after Collett Dickenson Pearce had a similar success securing
its hold on the pounds 4m McEwan’s Lager account.
But Scottish Courage is understood to be seeking to rationalise its
agency roster following Scottish & Newcastle’s pounds 425m takeover of
Courage last year. The combined brewer currently has nine roster
agencies covering 25 lager and beer brands.
Simon Rhodes, brands director for lager at Scottish Courage, said the
next phase in the development of Beck’s Bier would focus on the
‘uncompromising quality of the product. Barker & Ralston has presented
us with a powerful creative idea which will help drive Beck’s success in
The new campaign is understood to pitch Beck’s as the ultimate premium