$40 Mil. Beck’s to Ground Zero

NEW YORK InBev has selected independent Ground Zero to handle global creative duties on its Beck’s beer brand after a review, sources said. Estimated billings are $40 million.

Sources identified the other finalists as Interpublic Group’s Lowe, Publicis Groupe-backed Bartle Bogle Hegarty and the incumbent, Publicis Groupe’s Leo Burnett.

Lowe and BBH pitched out of their London offices, while Burnett relied on executives from both London and its headquarters in Chicago, according to sources. Final presentations took place last week.

Burnett had handled lead global creative duties since 2002. Recent work positioned the German beer as a lifestyle choice for hip twentysomethings. One recent spot featured a woman gyrating to music in a nightclub. The tagline: “Life beckons.”

Burnett also handles local market advertising for the brand in the U.S., U.K. and Italy.

Lowe and BBH are InBev roster shops that handle Stella Artois and Boddington’s, respectively. Ground Zero, which is based in Los Angeles, did not previously work on any InBev brands.

The agencies either declined comment or could not be reached. InBev, which is based in Leuven, Belgium, did not immediately return two phone messages. InBev USA in Norwalk, Conn., also did not return calls.

Ground Zero’s other clients include ESPN, the History Channel, Toyota and Virgin Digital.