InBev Threatens Busch Media Role
The future of Anheuser-Busch’s in-house media operation is in doubt following the brewer’s agreement to be acquired by InBev for Pounds 26bn. Busch Media took over the handling of the company’s Pounds 19m media planning and buying account from OMD in 2001.
However, the media arrangements of the merged business are now open to question. InBev uses Starcom on its Pounds 22m account in the UK and is expected to look at consolidating its arrangements into one agency. Vicki Kipling’s future as marketing director of Anheuser-Busch in the UK is also unclear.
The new company, which will be called Anheuser-Busch InBev, will be home to more than 300 brands.
Copyright Haymarket Business Publications Ltd. Jul 16, 2008
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