E-Malt.com News article: Australia: Foster’s reduces the number of its beer ad agencies to just two

Foster’s Group will cut the number of ad agencies working on its beer brands to just two, with the STW Group-owned Badjar Ogilvy dumped from working on the famous Crown brand and Tasmania-based Cascade, the Australian informed on July, 14.

STW will continue to work on Foster's wine brands, including Wolf Blass, Rosemount, Lindemans and Yellowglen, as the drinks company streamlines its ad agency arrangements along beer and wine lines.

The advertising accounts for both Crown and Cascade are understood to be worth about A$5 million combined - although Crown remains one of Foster's premium brands.

The move sets up a battle between the two agencies remaining on the Foster's beer brand roster, Clemenger BBDO - which works on Carlton, Pure Blonde, Corona and Stella Artois - and Droga 5, which last week launched its long-awaited branding campaign for VB. The awarding of the VB business to Droga 5 brought to an end a 43-year relationship with George Patterson Y&R.

Droga 5 launched its campaign, dubbed The Regulars, on the first day of the first Ashes test last week.

Clemenger has been behind award-winning work for both Carlton Draught and Pure Blonde.


15 July, 2009