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TBA drinks to success following Guinness win


Live events and experiential agency TBA has been recognised for its work with Guinness in Africa in the Marketing Brilliance Awards, run by drinks giant Diageo.

One of only eight winners chosen from more than 100 global agencies, The north-London agency was awarded for helping Guinness leverage its official partnership with the Nigerian National Football Team, the Super Eagles, to create one of the year’s sporting highlights; The Match – Nigeria.

Marcus Greenwood, director of sport and entertainment, TBA said: “Football is Nigeria’s passion but a series of poor results had affected national morale. Guinness stepped in to set up Guinness 'The Match' bringing World #4 Argentina to play World #42 Nigeria in the National Stadium.

“The appeal of the campaign was to protect Guinness’ premium positioning and re-establish Guinness credentials as the No 1 Beer Brand in Football in Nigeria and across Sub Saharan Africa.”

The experiential activity gave consumers unique opportunities to engage directly with the Super Eagles; to be a TV pundit, an official photographer and sing the pre-match national anthem live on television.

Greenwood added: “This award tops off a fantastic year for TBA, having recently moved to new office buildings in central London and continuing to expand our client list and in-house team.”

TBA currently works with other consumer brands such as Heinz, Samsung, Ralph Lauren, Danone and the Premier League.

Pictured: MD Guy Horner and director Marcus Greenwood (centre) receive the award from Diageo representatives

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