Pilsner Urquell Goes Global With Ogilvy

NEW YORK SABMiller has awarded WPP Group’s Ogilvy & Mather Worldwide the global creative assignment for its Pilsner Urquell brand, following a review that included other roster agencies.

The assignment follows Ogilvy’s win last year of the Pilsner brand in the U.S. It also marks the first time Pilsner Urquell will pursue a global ad strategy, according to the New York-based agency.

“At SABMiller we are investing in core creative ideas that can drive our communications across multiple channels and markets,” said Charlie Hiscocks, international brand communications director at SABMiller, in a statement. “This is part of a corporate initiative to identify and exploit powerful brand-shaping creative communication ideas that can take brands to the next level. Ogilvy has proven to have the ability to execute this strategy worldwide on behalf of the Pilsner Urquell brand.”

Stateside, Ogilvy is one of SABMiller’s roster agencies working on its Miller Lite, Miller Genuine Draft and Pilsner Urquell brands. Globally, the agency holds creative assignments for a number of SABMiller brands.

Pilsner Urquell spent $2 million on advertising in 2003, while SABMiller’s U.S. total ad expenditures were $256 million in 2003, according to Nielsen Monitor-Plus.