Mcgarrybowen’s loss is Translation’s gain.
Just eight months after Anheuser-Busch InBev hired mcgarrybowen to lead creative responsibilities on its Bud Light brand, the brewer has shifted the assignment to Translation, which already handles Bud Light Lime, Bud Light Platinum and event marketing for brand sponsorships with the National Football League and others.
Translation joined the brewer’s roster of agencies at the same time as mcgarrybowen. Mcgarrybowen handled the account out of its Chicago office. Since then, however, the Dentsu-owned shop has produced significantly less work than Translation, which is based in New York.
Media spending on the brand exceeded $270 million last year, down from more than $305 million in 2010, according to Nielsen. Those figures don't include online spending.
Even before the shift, Bud Light was among the largest accounts at Translation, which is led by Steve Stoute, a former music label executive. State Farm is another top account.
While relatively new to A-B InBev, Stoute is no stranger to A-B U.S. marketing chief Paul Chibe. The two worked closely together when Chibe steered marketing for Wrigley. Chibe left Wrigley in early 2011 and joined A-B last summer.
In a statement, Chibe acknowledged the shift, describing it as a consolidation designed to streamline marketing efforts.