A-B InBev Hands Michelob Ultra Creative Duties to FCB

By Erik Oster 

Michelob-UltraFCB has won creative duties on A-B InBev’s Michelob Ultra brand, following a review. The agency takes over for Chicago-based Palm & Havas and is expected to run the account out of its Chicago and Toronto offices. According to Kantar Media, A-B InBev spent $49.6 million on the brand during the first 11 months of 2014.

The win marks the first beer brand for FCB since losing MillerCoors in May of 2012. It also follows a Nestlé corporate brand assignment for FCB Chicago back in October.

“FCB really demonstrated strong creative and content capabilities that will help our growing brand grow,” an A-B InBev spokesman told AdAge.