• Ad Age, Wednesday, August 26, 2009 10:04 AM

DDB has been tapped by A-B InBev to lead an ambitious effort to make Budweiser a ubiquitous global brand in the model of Coca-Cola, Jeremy Mullman reports. "We want the brand to stand for one thing everywhere," says Frank Abenante, A-B InBev's vp-global brands and innovation.

DDB could introduce Budweiser into dozens of markets, as well as create campaigns for existing ones. In some cases, its programs and messages will be tailored to local markets by local brand teams and agencies, and local agency assignments are not affected. Bud is currently is available in about 80 markets worldwide but is scarce in many potentially lucrative areas, such as Africa.

Gill Duff, former CEO of Publicis, New York, will manage the effort as global account director at DDB. Separately, A-B In-Bev named Jason Warner as global VP for Budweiser. He spent the previous five years working with the joint venture between Coca-Cola and Nestle that specializes in functional beverages.

Read the whole story at Ad Age »