Global brewing giant SABMiller has consolidated its media planning and buying assignment in eight of its major European markets with WPP’s
MEC, the client confirmed Friday. The move came after a roster-shop review that was launched at the beginning of the year.
The brewer spends an estimated $100 million on ads across those markets each year. The markets include UK, Ireland, Italy, Hungary, the Czech Republic, Poland, the Netherlands and Slovakia.
Previously, the account was divided among a number of incumbents, including MEC sister agency MediaCom, Interpublic Group’s Initiative, Havas’ MPG Media Contacts and Aegis Group’s Carat.
Commenting on the selection, Stefan Homeister, marketing and sales director, SABMiller Europe, stated that the consolidation will enable the brewer to “extract more value from our media investment, while enhancing the effectiveness of communications planning and our ability to transfer knowledge.”
Homeister added that with one agency handling all eight countries, “it benefits every country involved,” and will help the brewer’s ability to build brands in individual markets.
SABMiller brands include Peroni, Grolsch Nastro Azzurro, Miller Lite, Cristal, Carling Black Label, and Crown Lager. The brewer reported revenues last year of nearly $31.4 billion with pre-tax earnings of over $5.6 billion.