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Call it a split decision. Rather than assign its Bud Light creative business to a single agency, Anheuser-Busch InBev has divided the assignment between mcgarrybowen and Translation.
Mcgarrybowen will lead efforts on the core brand while Translation will work on brand extensions like Bud Light Lime and the soon-to-be launched Bud Light Platinum. Translation also will develop event marketing for sponsorships, such as with the National Football League.
Media spending on all Bud Light-branded products totaled about $300 million last year, according to Nielsen.
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