Guinness, RTE dispute thawing

It took over six months but it looks as if there is some movement in the row between Guinness and RTE. Guinness has not advertised on RTE television since the beginning of the year when Diageo moved its media buying to Initiative Media. As a major spender with the station, Guinness was trying to use its power to break the pre-emptive system and buy space on a preplanned basis.

The station resisted, as not only would it cost it revenue but it would set a precedent for other major clients. No deal has been struck but Guinness has gone back on air and is saying negotiations are ongoing. From the beginning there was a general feeling in industry circles that in this buoyant advertising environment, RTE would have no real reason to give much away. Guinness is returning with a new £300,000 Smithwicks campaign devised by McConnells.

Is Gilbey's really trying to alienate every female gin drinker in the State? Looking at its Gordons Gin new ad campaign, it would certainly appear so. The press and poster ads feature a naked woman and it is enough to make one pine for a more proactive Advertising Standards Authority. Trevor Beattie took a great deal of flak over his Wonderbra ads as many, quite reasonably, complained that they showed a lot of flesh. But at least the product gave him an excuse for featuring a woman in a bra.

Ocean's first birthday advertising campaign shows just how enthusiastic the staff in young IT companies are. The ad features the now-familiar Ocean sheep and the soundtrack is of Ocean's 50 employees singing "Happy Birthday", to the bleating of the Wicklow sheep. Ocean is spending £120,000 on the week-long campaign.