A-B InBev has launched a review of its global media account, inviting each of the six major holding companies to participate. WPP agency MediaCom has handled U.S. media duties for the client since 2014.
The review follows A-B InBev’s acquisition of chief rival SABMiller, for an estimated $100 billion, late last year. According to an internal memo cited by Adweek, A-B InBev is moving toward a more global approach, in order to reduce “the complexity that comes with working with multiple partners.”
The review is expected to conclude some time in the latter half of this year.
A-B InBev spent over $700 million on measured media domestically in 2016, according to Kantar Media. Its global spending is significantly higher than that figure.