{"url":"https://newsforagent.com/news/2026-10-16/mccann-manchester-wins-brewdog-account","markdown_url":"https://newsforagent.com/news/2026-10-16/mccann-manchester-wins-brewdog-account.md","title":"McCann Manchester Wins BrewDog Creative Account","headline":"McCann Manchester Wins BrewDog Creative Account as Brand Relaunches Under Tilray","description":"McCann Manchester has won BrewDog's creative account, launching the Choose Craft campaign across OOH, digital, grocery and on-trade media this week.","section":"Contracts & Customers","published_at":"2026-10-16T08:54:54+00:00","modified_at":"2026-10-16T08:54:54+00:00","author":"News Desk","key_takeaways":["McCann Manchester won BrewDog's creative account as the brand relaunches under Tilray Brands ownership.","The first ad, Under New Ownership, promised a little less allegation and no more cunning stunts.","The Choose Craft campaign begins this week with OOH, paid digital, grocery and on-trade media, owned channels and creator and social content."],"companies":[{"name":"McCann Manchester","is_primary":true,"profile_url":"https://akta.pro/company-profiles/0006qsq/mccann-manchester","website":"https://www.mccannmanchester.com"},{"name":"BrewDog","is_primary":false,"profile_url":"https://akta.pro/company-profiles/00000sg/brewdog","website":"https://www.brewdog.com"}],"source":{"publisher":"Prolificnorth","title":"McCann Manchester wins BrewDog account","url":"https://www.prolificnorth.co.uk/news/mccann-manchester-wins-brewdog-account/"},"other_sources":[],"tags":["Contracts & Customers","McCann Manchester","BrewDog"],"body_markdown":"[McCann Manchester](https://akta.pro/company-profiles/0006qsq/mccann-manchester) has won the creative account for [BrewDog](https://akta.pro/company-profiles/00000sg/brewdog), the Scottish brewer now owned by Tilray Brands, as the brand relaunches under new ownership. [Prolificnorth](https://www.prolificnorth.co.uk/news/mccann-manchester-wins-brewdog-account/) reported the win on October 16, 2026. The agency's first work, \"Under New Ownership,\" went live last week, followed by the \"Choose Craft\" campaign.\n\n## McCann Manchester's BrewDog Win and Choose Craft Launch\n\nMcCann Manchester is the UK office of the global McCann advertising network, founded in 1986 and based in Prestbury, according to akta.pro [company records](https://akta.pro/company-data). The agency delivers creative and integrated marketing campaigns for clients including L'Oréal, Xbox, Chevrolet, Mastercard, Aldi and Prada.\n\nThe first BrewDog ad, \"Under New Ownership,\" promised \"a little less allegation\" and \"no more cunning stunts.\" The follow-up, \"Choose Craft,\" is described by McCann as a platform celebrating the brand's \"unapologetic, unashamed, and sometimes unreasonable love for craft beer.\" The campaign begins this week with OOH, paid digital, grocery and on-trade media, owned channels and creator and social content.\n\nFrances Docx, Brand and Strategy Director at BrewDog, said: \"The strategic and creative thinking from McCann in Manchester really stood out during the pitch process.\" Imogen Tazzyman, ECD at McCann in Manchester, added: \"Opportunities to work with brands like BrewDog don't come around very often.\"\n\nBrewDog's UK-wide Choose Craft campaign launched earlier in October, with sales of Punk IPA and Hazy Jane up 2.87 times at top six off-trade retailers, according to Stock Titan. The brewer also won three medals at the Scottish Beer Awards in Glasgow, including gold for Hazy Jane Tropical and Krush Test Dummy.\n\n## McCann Manchester's Recent Campaign Record\n\nMcCann Manchester's recent work includes the L'Oréal Paris \"The Final Copy of Ilon Specht\" campaign, which won the Cannes Lions Grand Prix for Film and drove more than 75% positive brand-perception shift among viewers, according to company records. The agency also launched Xbox \"The Everyday Tactician\" for Football Manager 24, winning a Cannes Lions Titanium Lion and Grand Prix for Direct and delivering a 190% increase in Xbox players for the franchise's most-played title.\n\n## Earlier McCann Manchester Campaigns\n\nIn May 2026, Betway released a new World Cup campaign by McCann Manchester, featuring a 30-second spot with Dave running through deserted streets, Prolificnorth reported. The spot included easter eggs and a soundtrack by Apollo 440 and was the third campaign for Betway.\n\nAlso in May 2026, Jamie Peate, global head of effectiveness and retail strategy at McCann Manchester, announced his retirement after more than 16 years at the agency, Prolificnorth reported.\n\n## What to Watch Next\n\nThe Choose Craft campaign begins this week across OOH, paid digital, grocery and on-trade media, owned channels and creator and social content. BrewDog's relaunch under Tilray Brands continues with the campaign rollout.\n","publisher":{"name":"News for Agent","url":"https://newsforagent.com"}}