A-B InBev Calls U.S. Media Agency Review

Brewing giant Anheuser-Busch InBev has launched a U.S. media agency review. Estimated ad spending on the account is $600 million.

It’s the latest in a series of reviews that the brewer has launched around the world, including a pan-European review in June.

Earlier, the company held reviews in China and Latin America. The U.S. review comes after the company appointed Jom Socquest U.S. Vice President of Marketing earlier this year.

Socquest replaced Paul Chibe, who hired Starcom, a unit of Publicis Groupe’s Starcom MediaVest Group, in 2011 to assist it with its internal media planning and research capabilities for all the company’s U.S. beer brands across national, local and digital media.

That award was the first time in nearly two decades that A-B -- the maker of Budweiser, Bud Light, and other brands -- hired an outside agency for help with media chores in the U.S. Until now the brewer has continued to handle media buying in house.

It was not immediately clear which agencies are participating in the review. In 2011 before selecting Starcom, A-B had considered several other agencies, including Aegis Group’s Vizeum, Omnicom’s OMD and WPP’s MediaCom, sources said.

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