• Brandweek, Monday, February 12, 2007 11:30 AM

Guinness wants to see some new creative work, even as shipments from the company -- owned by British liquor giant Diageo -- have been up during the run of its "Brilliant" themed campaign. The move coincides with the relatively recent arrival of Jim Young as president of the Diageo North America unit.

Company reps have apparently told some Guinness distributors that he intends to try and make the brand more contemporary. And part of that strategy will include more buys on NFL and NCAA Tournament telecasts, along with Spike TV, Fox and ESPN.

Guinness' measured media spending for network, cable and spot TV between August and November was $9.5 million, up 64% from the comparable 2005 period, according to Nielsen Monitor-Plus.

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