Bud Light Taps W+K For Lead Creative Chores


Anheuser-Busch brand Bud Light has selected Wieden+Kennedy as its new lead agency, the brewer confirmed Thursday. W+K succeeds Omnicom shop BBDO, which led the account since 2013. W+K also picked A-B’s Corona beer brand for markets outside the U.S.

Bud Light spent a little over $300 million on ads last year in the U.S., according to Kantar.  

The appointment filled a hole in the beer category rather quickly for W+K. In June it parted ways with Heineken, after a five-year relationship. Earlier this week, Publicis Worldwide was named as Heineken’s new lead shop without a formal review.

Andrew Robertson, president and CEO BBDO Worldwide, issued a statement: “BBDO will no longer be working on Bud Light in the U.S. We gave it our best shot, and I would like to thank all of our people who worked so energetically and diligently on this business over the past two years.  We did some work we are proud of, and wish our Bud Light clients and their new agency partner well.” 

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Jorn Socquet, VP marketing at A-B, of the W+K selection: “As Bud Light’s creative approach –- and our consumer -- continues to evolve, the time is right to make a change. After two years of groundbreaking work together, including two successful Super Bowl campaigns, Bud Light and BBDO are parting ways on a high note, having just wrapped an incredible Whatever, USA event in Catalina that connected with nearly 2 million millennial consumers and demonstrated the brand’s role in shaping popular culture amongst young drinkers.

“We’re pleased to announce that Wieden + Kennedy has joined our roster, assuming the role of lead creative agency for Bud Light. With an award-winning body of work in both CPG and alcohol segments and an impressive global footprint, Wieden + Kennedy brings a powerhouse of talent and experience to Bud Light, and we looking forward to taking the brand to new heights together.”

The switch follows several years of declining sales for the Bud Light brand. Several months, back the brand was heavily criticized for product labeling that appeared to condone rape culture.

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