Huge Marketer Rethinking Its Global Media Planning — to the Tune of $2 Billion

Mar 23, 2017  •  Post A Comment

One of the largest marketers in the world has launched a review of its global media planning and buying. MediaPost reports that AB InBev, the brewer of Budweiser, Corona, Stella Artois and other brands, is inviting the six major holding companies to put together pitches for its business.

“The brewer spends upwards of $2 billion a year on ads annually in more than 50 countries around the world,” MediaPost notes. “In the U.S. the company spent an estimated $624 million on ads in 2015 and about $695 million from January through November 2016 according to Kantar Media.”

Strategic consulting firm MediaLink and media auditor Mediapath are helping out with the review.

“Globally, AB InBev’s current roster of shops includes eight media agencies from the six major groups (WPP, Publicis, Omnicom, Interpublic, Havas and Dentsu) including MediaCom in the U.S.,” MediaPost notes.

The move comes after AB InBev’s $100-plus billion merger with SABMiller late last year.

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