E-Malt.com News article: UK: InBev is to review globally its media agencies

InBev, the brewer of Stella Artois and the world’s largest beer maker, has begun a global review of its media agencies and is asking networks to submit cost proposals for its media planning and buying arrangements, Brand Republic communicated on November 7th.

The estimated £20m UK account is currently held by Publicis agency Starcom, which has also been asked to submit fee proposals.

InBev, which also owns the Beck's and Murphy's Irish Stout brands, recently decided to stop using above-the-line media to push Murphy's, Castlemaine XXXX and Boddingtons. It last month parted company with BBH, which had worked on those brands during a 15-year relationship.

An InBev spokeswoman said at the time: "We are looking for innovative ways to push the brands forward and didn't think BBH would be playing a role."

In August the brewer shifted the global business for Beck's out of Leo Burnett and into New York agency Ground Zero.

InBev has a portfolio of more than 200 brands and employs an estimated 85,000 people. The company runs operations in 32 countries across the Americas, Europe and Asia Pacific. The company was formed in 2004 when Interbrew and Companhia de Bebidas das Americas (AmBev) combined to create what is now the world's largest brewer.


08 November, 2006