AB InBev Confirms Global Media Review

Brewing giant AB InBev is conducting a global media agency review, the company has confirmed. 

The review is open to incumbents only, which include Publicis, Dentsu and WPP. The brewer conducted its last major media review in 2017

The company spends $850 million a year on measured media, according COMvergence. Over 30% of that spend is digital. And North America accounts for an estimated $520 million of the total, about 25% of which is digital. 

The company issued a statement attributed to Luiz Barros, vice president of global media: “This next phase of our transformation requires that we combine our internal capabilities with the external media and data ecosystem to enable deeper consumer understanding and the creation of campaigns which engage consumers in more meaningful and relevant ways. We have invited incumbent agency partners to join us in this process and will have an update on the outcome in spring 2022.”



1 comment about "AB InBev Confirms Global Media Review".
Check to receive email when comments are posted.
  1. George Parker from Parker Consultants, October 1, 2021 at 8:09 a.m.

    If the review is only open to the three incumbents, why have they hired an agency search consultant to run the review?

Next story loading loading..