Saatchi & Saatchi Success at Diageo Marketing Brilliance Awards

London - Saatchi & Saatchi has been named a global winner as Best ‘Bought' Media Campaign for its TV Commercial "Scout" for Guinness Africa at Diageo's Global Marketing Brilliance Awards last month.

Diageo's global brands demand high standards of marketing excellence and vision from each of its creative agencies. The global competition set out to find those agencies that had delivered marketing brilliance throughout 2010, in terms of thinking, execution and client service.  The awards represented the work done by a number of world leading agencies across some of the most recognised global beverage alcohol brands including, Johnnie Walker, Smirnoff, Guinness and Talisker.

The "Scout" commercial was the next installment of the Guinness "Greatness" series in Nigeria, launched in November 2009 to coincide with the Nigeria versus Kenya 2010 Football World Cup qualifier match. The TVC employs the inspirational powers of the "beautiful game" and is based around the central idea that there is "Greatness" in every man, everywhere, and is a call to action for men to step up and realise their potential.

John Pallant, Regional Creative Director, EMEA said: "It's always great to be recognised for what we do. But when it is the recognition of one of our key clients for us producing the best piece of work in this category for the entire year - it is pretty special."

Saatchi & Saatchi Cape Town's Creative Director Gavin Whitfield said: "We wanted this advert to be an inspirational, uplifting story of passion and self belief from the world of African Football. Our ‘Xploring' in Africa uncovered real insights from the real people we wanted to connect with. The fascinating, authentic stories they came back with were alive with optimism and were the inspiration for our work."

The full GUINNESS "Scout" commercial can be viewed by accessing

Andy Fennell, Diageo Chief Marketing Officer, commented, "We are thrilled to recognise some of the best work of 2010, all has required real consumer insight, translating into great execution delivered with flair, agility and above all relevance in today's world. The relationship we have with our agencies is imperative to achieving consistent marketing excellence across our business. All of the finalists reviewed were of a high calibre and the winners particularly stood out from the rest. We look forward to more of their creative and bold ideas in the future."

Diageo's Marketing Brilliance Awards recognised agencies in all of the regions where Diageo operates. Global winners were selected after reviewing all of the winners by each region at a recent Global Marketing Leadership meeting.

For more information on the Marketing Brilliance Awards and a complete list of winning agencies please contact: Edelman at + 44 (0) 203 047 2364.


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