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.”
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