A-B InBev Consolidates Bud Light Business

Mcgarrybowen loses assignment after 8 months

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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.

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