Deutsch Wins Lead Creative Duties on Busch and Busch Light

AB InBev adds another agency to its roster

Beverage giant AB InBev has expanded its advertising roster yet again by choosing Deutsch as the lead creative agency for the Busch family of brands including Busch and Busch Light. The news comes less than a week after the multinational company hired Droga5 to promote its Best Damn malt beverage brand without a review.

"Anheuser-Busch is the undisputed leader in the value beer segment, with Busch and Busch Light representing two of the Top 10 best-selling beers in the United States," Chelsea Phillips, senior director of value brands at AB InBev, said in a statement. "As part of our ambition to continue to grow share and revitalize these important brands, we are pleased to add Deutsch to our roster as the lead creative agency for the Busch family of beers."

It is the latest in a series of recent wins for the IPG agency, which became ride-hailing giant Uber's first U.S. agency partner after a creative review earlier this month.

It is also AB InBev's biggest agency shift since moving lead creative duties on Bud Light from BBDO to Wieden + Kennedy more than a year ago.

Phillips' statement regarding the appointment continues: "Deutsch is a fully integrated advertising, design and digital shop with a track record of inventive, award-winning CPG and beverage campaigns. They've hit the ground running, bringing great energy and ideas to the table, and we look forward to a strong and productive partnership."

The agency's win did not come after a creative review. As with Droga5, AB InBev reached out to Deutsch, which a client spokesperson described as "an agency our marketing team has been watching," when the Busch account provided an opportunity to bring the IPG shop onboard.

AB InBev has worked with St. Louis marketing agency Group360 on the Busch brands in the past and will continue to do so, though Deutsch will be creative lead on the account moving forward. 72andSunny created the last major TV campaign promoting the Busch brands but has not worked on the business for several years.

Deutsch representatives deferred to the client for comment. The new account will be run by the agency's New York office.