• by Steve McClellan  @mp_mcclellan, November 4, 2011

Big brewer Anheuser-Busch, maker of Budweiser, Bud Light, and other brands, selected  Starcom to assist it with its internal media planning and research capabilities.

Effective immediately, Starcom will help the brewer's in house  media unit   Busch Media Group, with research and planning duties for all the company’s beer brands across national, local and digital media, the client said.

It's the first time in recent memory that A-B has relied on outside help for media chores. And the brewer will continue to handle buying chores itself.
"Starcom impressed us with their planning and research capabilities, investment in media planning tools and strong team of people,” said Paul Chibe, A-B's vice president of U.S. marketing.  “They will enable Busch Media Group to maintain and expand upon our category-leading capabilities, and we look forward to their contributions.”