A-B InBev launches US media agency review
Anheuser-Busch InBev is in the midst of a formal media agency review for the U.S., according AdAge. The incumbent is Publicis’ Starcom, which was selected to handle planning and research duties in late 2011. A-B InBev decided to outsource some of the media duties long handled by its in-house Busch Media Group. That group still handles media buying.
According to a copy of a review document obtained by Advertising Age, the company is holding a three-hour, joint-agency review briefing session on 7/22. A subsequent “agency operation walk-through” is planned on August 14 and 15, when agencies should be prepared to present their planning process, consumer-insight resources, approach to consumer segmentation studies for other clients, resources to for data management and sharing, and reporting and measurement tools, according to the document.
According to the review document, Global Chief Marketing Officer Miguel Patricio will be involved, along with Mr. Socquet and a handful of A-B InBev execs from the procurement, Busch Media Group, digital strategy and marketing groups.