BIZ DEV: Venables Bell & Partners Wins Blue Moon

Following a review, Venables Bell & Partners won the Blue Moon account. Integer was the incumbent agency and when the review launched, the Blue Moon stated that Integer would remain on the roster and focus on retail marketing. The win comes just a short time after the agency picked up the Leinenkugel's brand, a sibling MillerCoors beer. "VB&P has demonstrated through its award-winning work on brands like Google and Audi that it has a keen understanding of how to move the needle with millennial consumers for sophisticated brands," said Blue Moon in a memo to distributors. "VB&P will leverage its deep understanding of the consumer to differentiate Blue Moon and Leinenkugel's in the marketplace, and accelerate growth for both craft breweries." Blue Moon spent $23.4 million on measured media in 2014 and $11.2 million the first six months of 2015, according to Kantar Media.

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