A-B InBev Names Deutsch as AOR for Shock Top

By Erik Oster 

A-B InBev named Deutsch as agency of record for its faux-craft witbier brand Shock Top following a review (which they didn’t want to refer to as a review) launched in August. The IPG shop’s New York office will handle the business.

“I’m pleased to share that Shock Top has brought on Deutsch as our agency of record,” said Shock Top vice president Jake Kirsch. “We’re excited to work together on some great creative in 2017.”

A-B InBev had previously avoided naming any agency of record for the brand, preferring to work on a project basis. Anomaly Toronto formerly worked with the brand and crafted its Super Bowl spot starring comedians T.J. Miller and Martin Montana.


According to Kantar Media, Shock Top spent around $21.6 million on measured media in the first half of 2016.

The appointment sees Deutsch New York picking up another A-B InBev brand after winning creative duties on Busch and Busch Light in August. It also follows Sprint moving its business from Deutsch to Droga5 without a review last month.