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Guinness Import names new agency for Bass.

Guinness Import names new agency for Bass

The Guinness Import Co. has named a new advertising agency for Bass Ale. Effective immediately, Carroll Raj Stagliano (CRS), a New York-based group, will begin work on the Bass account.

This marks the second Guinness Import Co. account to be awarded to CRS since January, when they were asked to handle advertising for Kaliber, Guinness' non-alcohol brew.

"Guinness Import Company is coming on strong in the 90s," said Don Blaustein, vice president-marketing, Guinness. "Since the All Brand acquisition, we have been implementing innovative, high-visibility marketing programs for our entire expanded portfolio. Our advertising and marketing plans reflect our dedication to being the best.

"We selected Carroll Raj Stagliano because they are highly creative, with bold ideas," Blaustein continued. "We want this kind of thinking behind Bass Ale because it is such an extraordinary product, unlike any other beer in the world."

According to Guinness, the brand's current advertising campaign, "The Colour of Bass," will continue to run as planned on radio, print, and outdoor media in major markets across the country. According to Blaustein, the company anticipates their upcoming ads will again focus on the distinctive characteristics of the brand, as well as the brand's continued growth.
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Title Annotation:Bass Ale
Publication:Modern Brewery Age
Date:Jun 4, 1990
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