In the latest MAD//Moments interview from this summer’s MAD//Fest, Guinness’ Marketing Director, Anna MacDonald, said that because the world has changed, the brand’s marketing has had to change too. 

Guinness & Open Gate Brewery’s Marketing Director, Anna MacDonald,  told MAD//Moments that Guinness has released “the shackles of the brand” to allow customers to interact and have their own relationship with Guinness.

MacDonald discussed the bold shift in Guinness' strategy. Historically, the brand has been known for its iconic "perfect pint" image and blockbuster TV ads, such as the famous "Surfer" advert. However, it has now moved away from relying solely on these polished campaigns, allowing people to interact with and interpret the brand in their own way. This shift acknowledges that the world has changed, and the brand must evolve with it.

While quality and passion for Guinness remain central, MacDonald emphasised that the new approach is more inclusive, flexible and bold, rather than adhering to the proven formula of high-budget ads. MacDonald referenced the "Welcome Back" advert, which was created when pubs reopened after the COVID-19 lockdowns, as an example of the brand adjusting to a new context. The core idea is that while Guinness still values its legacy of great marketing, the focus is now on finding the right time and place for traditional communication methods while embracing new, bolder strategies.

Watch the full interview and hear:

  • How Guinness became the nation’s favourite pint
  • Listening to culture 
  • Why MAD//Fest is a ‘clear your diary’ event. 

Asking the questions was Tom Ollerton, Founder, Automated Creative.