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Guinness and the Six Nations are two brands that have long had an association with one another. The presence of the legendary Irish stout at the annual rugby tournament is ubiquitous, but that doesn’t stop them from continuing to evolve the partnership and find new ways to deliver engagement.

Joining the Event Industry News podcast this week is Olivia Collier from Verve Agency, the organisation tasked with delivering the Guinness brand activation zones during the tournament. The agency has a long working relationship with Diageo, the parent company of Guinness that also owns many of the world’s other iconic drinks brands.


During the podcast, Olivia talks about the ideas that were new for 2018 and the way the brand refuses to become complacent about the relationship.

Adam is the co-founder and editor of Adam, a technology evangelist also organises Event Tech Live, Europe’s only show dedicated to event technology and the Event Technology Awards. Both events take place in November, London.