Guinness is holding talks with agencies about its pan-European digital and direct marketing business as part of plans to pool the account into a single agency.
It is understood that the Diageo-owned firm has already contacted agencies directly about the review.
The company currently works with TMW in the UK for both accounts, although uses a number of different agencies across the continent.
TMW first started working on the DM business over seven years ago and has picked up digital work as the account has evolved.
Last year it launched a new digital relationship marketing programme for the brand, named after the year that Arthur Guinness started brewing, 1759.
The platform provides consumers with great experiences and content, as well as giving them the tools and the inspiration for great nights in and out.
1759 features branded content and contributions from a range of popular websites to give the user inspiration around great experiences, great nights out and what to talk about when they’re there.
Hosted on Guinness.com, 1759 is available through a range of channels, including social networking sites Facebook and Twitter, and via mobile and email communications. It forms part of a larger multi-platform digital campaign for the brand – There’s More Life in the Dark – and followed the release of the first Guinness iAd.
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