Starcom Defends in A-B InBev Review


By Erik Oster Comment


Starcom, which is in already in the process of defending global media duties on Samsung, is now also defending in a review of Anheuser-Busch InBev’s U.S. business, Adweek reports.

Starcom has handled media planning and research for Anheuser-Busch InBev since November of 2011. Anheuser-Busch InBev began contacting agencies back in April, so the move doesn’t come as a surprise. It does, however, pose a challenge for the agency as they attempt to defend on two reviews for large clients simultaneously. Starcom was, on the other hand, selected as media planning and buying agency of record for Choose Chicago at around the same time.

Adweek estimates the domestic media spending for Anheuser-Busch InBev, whose major brands include Budweiser, Bud Light and Stella Artois, at $575 million. The move follows a series of pitches outside the U.S., including in China, where Starcom won media duties; and Latin America, France and Mexico, where Zenith Media was selected.