UK: Beck's switches pounds 25 mil global business into Lowe

InBev has shifted its pounds 25 mil global Beck's ad account into Lowe Worldwide, following a month-long pitch process, The Financial Times Limited reported August 8. Lowe already handles InBev's Stella Artois ads.

The decision brings to an end Beck's' relationship with Leo Burnett, which has handled the UK account since 2002.

New York agency Ground Zero loses the global business after winning it from Leo Burnett less than a year ago. Its final pitch then was against Lowe Worldwide.

Ground Zero declined to repitch, but at least two of InBev's roster agency networks, as well as a German shop, understood to be McCann Erickson Germany, were believed to be involved.

InBev is backing the beer brand with the September launch of Beck's Fusion Experience, a series of free live music events to be held across the UK, with the Chemical Brothers signed up as one of the headline acts.

The gigs will be held across London, Manchester, Dublin and Glasgow, backed by a print, digital and on-pack campaign.

Earlier this year, InBev hired Meme, the digital arm of WCRS, to handle all UK online promotional activity for Beck's.

10 August, 2007