• by Larissa Faw , February 19, 2020

MDC Partners just added more Pabst businss. Less than one month after naming 72andSunny as creative agency of record for its flagship Pabst Blue Ribbon brand the brewer is appointing Assembly as its media agency of record for its broader portfolio of beers following a competitive review. 

Florida-based Connectivity Media Strategy previously handled the business.

Under the remit, Assembly will oversee data and media strategy, audience strategy, performance strategy and integrated planning and buying across the Pabst portfolio. That includes well-known beer brands such as PBR, Lone Star, Rainier, Stroh’s, Old Style, Not Your Father’s, Olympia and Stag.  

Media spend across the client's portfolio of brands totaled $441,000 for the first nine months of 2019, according to Kantar Media. The company’s full 2018 media budget was $1.1 million.

The media agency will work in partnership with sibling 72andSunny on the PBR- specific work.

“Assembly stood out for their ability to use data driven insights to forge stronger cultural connections in the places and with the people that matter,” stated Luke Atkinson, senior vice president of marketing at Pabst. “Our brands have deep American heritage and strong local roots, so finding a media partner that can connect data, cultural contribution and creativity was key.”

This story has been updated with ad expenditure data from Kantar.