 Abbott Mead Vickers BBDO won the account for Guinness in 1996 with a campaign built on their new strapline " Good things come to those who wait " . They produced several commercials using variations on the theme , including <unk> , Bet on Black , and the critically acclaimed Surfer , voted the " Best <unk> of All Time " by the British public in 2002 . After the 2001 <unk> advertisements , Diageo , the corporate owners of Guinness , decided to pursue a more pan @-@ European marketing strategy . The strapline proved difficult to translate , and was abandoned . Several new <unk> were tried out over the next three years , including " Believe " ( Free and Tom <unk> ) and " A story of darkness and light " ( Moth and Mustang ) . 
