AB InBev is conducting a media review in most of its global markets, sources said.
The process involves 10 countries in Latin America, shared by Havas and UM, and includes the newly-acquired Grupo Modelo in Mexico, which works with Havas. Other countries in the review are key European markets like France, where the incumbent is Zenith and in Asia, China, handled by MediaCom. The U.S., where AB InBev recently appointed Starcom, is not part of the review.
Media spending, under review, is $600 million, sources said. In addition to Budweiser AB InBev, the world's largest brewer, also owns beers like Beck's and Stella Artois.
R3, the consultant handling the review, could not be reached as was the case with a rep at AB InBev.
The review is being handled out of AB InBev’s headquarters in Leuven, Belgium. Media agencies from all of the industry’s holding companies have been invited to participate, and credential meetings have started, sources said. A decision in expected in September.
The focus of the review is on cost and impact in advance of the 2014 World Cup in Brazil, where Budweiser is a sponsor. Two years ago, AB InBev signed an extension of its 25-year partnership with FIFA, soccer’s governing body, that covers Bud's sponsorship of the 2018 World Cup in Russia and the 2022 event in Qatar. AB InBev has said it wants to make Budweiser the “first and only truly global (beer) brand.”