Top decision makers among the brewers, advertising agencies and multiple buyers picked the stunning white horses and surfers treatment for the stout ahead of dozens of other classic campaigns.
Surfers came out just ahead of the famous Dambuster ad from the I bet he drinks Carling Black Label' series.
Also challenging Guinness for top spot were the Foster's ads featuring Australian comedian Paul Hogan, Heineken's Refreshes the parts' campaign and a number of the Stella Artois treatments which helped turn the Belgian brew into Britain's best-selling beer.
Interbrew marketing director Richard Evans said: "The Guinness Good things come to those who wait' campaign is classic and aspirational.
The stout is not an easy product to drink Â the ads give the brand respect and they have built a sense of emotion and power behind it."
The poll was conducted as part of a special study by The Grocer into advertising beer on TV (see page 38). Experts concluded that paying to get a brand on TV may put a severe dent in marketing budgets but that it was still the best way to maintain and improve sales.
Safeway buyer Glenn Payne said: "Advertising is the best ingredient in beer."
l For a full report see p38