InBev/Anheuser-Busch’s Bud Light brand, under new U.S. VP/Marketing Paul Chibe, is now in review, asking at least six agencies to submit ideas for U.S. branding work likely to begin in 2012.
“We are discussing with several advertising agencies some new possibilities in supporting Bud Light,” Chibe told Ad Age late last week. “It’s too early to predict where this will lead, but we are firmly committed to making sure our brands are always supported by the best people and ideas. We are excited to find ways to take Bud Light to even higher levels.”
For agencies it’s a chance to work on the biggest ad-spending account in all of beer, with more than $276 million in measured media spending in 2010, according to Kantar Media.
While some shops that have been invited to present creative, the company is also said to be in talks with a handful of undisclosed shops it has never partnered with before. Longtime incumbent DDB is participating. Another incumbent, Cannonball St. Louis, is as well. AdAge says the brewer wants ideas for marketing that aren’t confined to just ads, but extend to content, packaging, events and other areas.