Guinness Launches Weblog
Joining the conversation, brewer Guinness has launched a weblog created and written by the company's marketing staff. After reviewing the site, Hugh Macleod over at Gapingvoid wrote, "The good news is, the marketing team decided to do it themselves, not hire the job out to an ad agency. Otherwise I'm sure the results would have been utterly disasterous." Sadly, that is very true. Many blogs created/produced/written by agencies for clients just don't seem to gel. It's not that every client-created blog with either but the closer the blog is to the humans creating the voice, the truer and more realistic the blog will sound. To check out the blog, just say you live in England from the drop-down list. Some legal crap disallows your visit if you are not from a particular list of countries.
Good point. No one can mess up things as badly as an ad agency. It's the marketing people who pull things out of the fire.
is susanna being facetious? there are plenty of insensitive, incompetent idiots everywhere as far as i can see.
good to see guinness are blogging though. it's a great brew and one with a lot of cult appeal worldwide.
rock on Arthur G!
I love the term hugh uses in his post "big brand job". He is right though, they did a pretty good job. I wrote a piece about the blog that highlights some of the do's and dont's for a global brand trying to write a blog:
I've reviewed the blog from the standpoint of: Language, Design, Content and Participation.