Guinness Enlists Uncommon Creative Agency Amidst Soaring Stout Sales
Guinness tapped Uncommon Creative Studio New York as its fresh strategic and creative partner in the United States, a partnership that promises exciting growth for the iconic stout brand. In an exclusive update to Adweek, it was confirmed that Guinness is expanding its horizons and strengthening its roots Stateside[1].
The partnership was secured following an intense competition, pitting Uncommon against Forsman & Bodenfors in a thrilling battle[1]. However, Uncommon was tight-lipped about the specifics of the account's billing[1].
Joyce He, the U.S. brand director for Guinness, confirmed the news to Adweek[1]. Philadelphia-based Quaker City Mercantile, who previously managed the Guinness business in the U.S., has now passed the torch[1].
Meanwhile, London agency AMV BBDO continues to serve as Guinness' global creative partner across the U.K., Ireland, Africa, and Southeast Asia[1].
This new alignment comes on the heels of the successful debut of "A Lovely Day" campaign, a creative collaboration between Guinness and Uncommon Creative Studio, which premiered in April 2025[2][3][5]. Rock on, boys!
- The partnership between Guinness and Uncommon Creative Studio New York has been confirmed exclusively to Adweek, marking a shift in the finance and business aspects of the iconic stout brand in the United States.
- In the competitive landscape, Uncommon Creative Studio emerged victorious, securing the Guinness account, thus strengthening their agency's presence in the market.
- Meanwhile, AMV BBDO continues to hold the position as Guiness' global creative partner, managing the brand's creative strategies across various regions, such as the U.K., Ireland, Africa, and Southeast Asia.
