A-B Asks Starcom To Be Its Planning Bud

Big brewer Anheuser-Busch, the St. Louis-based subsidiary of A-B InBev, has selected Publicis Groupe’s Starcom to assist it with its internal media planning and research capabilities, the client has confirmed. 

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.

The brewer had considered a number of other shops as well, including Aegis Group’s Vizeum, Omnicom’s OMD and WPP’s MediaCom, sources said.

It's the first time in nearly two decades that A-B, the maker of Budweiser, Bud Light, and other brands, has relied on outside help for media chores. And the brewer has stressed that Starcom’s duties do not amount to a planning AOR assignment, as A-B will continue to lead both buying and planning from its in-house media unit, which was formed in 1993.

"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.”

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Starcom also has significant experience in the beer sector, although it’s been open in the category since 2008. The shop handled planning and buying for fierce A-B competitor Miller Brewing for 12 years, but lost the account after a review that was triggered by the merger of Miller and Coors. The merged company selected a team of agencies operating under the MC Media banner that includes Interpublic Group’s Draftfcb and Initiative, as well as WPP-controlled Kinetic.

In a statement commenting on the new assignment, Starcom CEO Lisa Donohue said: “Our team is excited to apply our unique experience and planning approach to Anheuser-Busch's iconic brands."

The selection process was overseen by Chibe, who joined the brewer in June. Chibe has been shaking things up on the creative side as well, putting the company’s Bud Light brand into review in August and cutting incumbent DDB from contention last month.

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