AB InBev Picks Deutsch as Lead Creative Agency for Busch, Busch Light

By Erik Oster 

Anheuser-Busch InBev appointed Deutsch as lead creative agency for its family of Busch brands, which includes Busch, Busch Light and Busch Ice.

“Anheuser-Busch is the undisputed leader in the value beer segment, with Busch and Busch Light representing two of the Top 10 best-selling beers in the United States. As part of our ambition to continue to grow share and revitalize these important brands, we are pleased to add Deutsch to our roster as the lead creative agency for the Busch family of beers,” Anheuser-Busch senior director of value brands Chelsea Phillips said in a statement.

She went on to cite Deutsch’s “track record of inventive, award-winning CPG and beverage campaigns,” adding, “They’ve hit the ground running, bringing great energy and ideas to the table, and we look forward to a strong and productive partnership.”


The appointment comes without a review, as AB InBev reached out to Deutsch, which an AB InBev representative told Adweek is “an agency our marketing team has been watching.”

Previously, AB InBev worked with St. Louis agency Group360 on its Busch brands. Group360 will continue to work on some aspects of the account, even with Deutsch taking over lead creative duties. The client has also worked with 72andSunny, which crafted the brand’s “Busch Heroes” broadcast campaign in early 2014 but doesn’t appear to have worked with the client since then.

Deutsch deferred to the client when asked to comment. The IPG agency’s New York office will lead this account.

The appointment follows Uber picking Deutsch as its first U.S. agency partner earlier this month following a review. Back in May, the agency also won creative AOR duties for Pandora shortly after losing the Pizza Hut account to Droga5 and going through a subsequent round of layoffs in its L.A. office.

AB In Bev also transferred creative duties on another of its major brands, Bud Light, from BBDO to W+K last summer.