The UK drinks industry watchdog The Portman Group has signed up the global advertising agency M&C Saatchi to produce a responsible drinking campaign for 2004.


In a press release the Portman Group said: "The partnership with M&C Saatchi will increase the capacity of the campaign allowing, for the first time, the development of a fully integrated and evaluated campaign aimed at 18-30 year-olds, running across cinema, television, press and outdoor media and through the licensed trade."


The Portman Group is currently running a national anti-drunkeness campaign, under the slogan "if you do do drink, don't do drunk".


The campaign launched its first cinema ads this autumn, screening them with showings of the Tarantino blockbuster "Kill Bill".


Jean Coussins, CEO of the Portman Group, said: "The partnership with M&C Saatchi will bring new creative ideas and massively increase the reach of our campaign, giving it an appeal to young adults up to the age of 30. We are delighted to be working with an agency with such a strong reputation for innovation and award winning campaigns."