Brewing giants seek media agency to help boost sector

The Global Brewers Initiative, created by a consortium of the nation's largest brewers, is looking for a media agency to handle its estimated £3 million account.

Flagging fortunes: the consortium aims to revive British pubs
Flagging fortunes: the consortium aims to revive British pubs

The initiative, which comprises brewers including Anheuser-Busch Inbev, Molson Coors and Budweiser Budvar UK working alongside the British Beer & Pub Association, aims to improve the public’s opinion of beer and revive the sector. The consortium has engaged AAR to oversee the review.

In May last year, the brewers appointed Rainey Kelly Campbell Roalfe/Y&R to handle the advertising campaign for the launch. RKCR/Y&R won the business after a four-month pitch process against DLKW Lowe, Now and 101.

The agency has been tasked with creating a campaign, which is expected to break later this year, to help change attitudes towards the brewing industry and reflect the positive approach that brewers have taken in promoting responsible drinking.

The Global Brewers Initiative was founded in 2010. Part of its remit also includes supporting the industry on issues such as beer excise and commercial freedom.


Subscribe to Campaign from just £57 per quarter

Includes weekly and quarterly print issues, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
BBH deputy ECD Caroline Pay exits

1 BBH deputy ECD Caroline Pay exits

Bartle Bogle Hegarty has parted company with its deputy executive creative director Caroline Pay and has promoted Ian Heartfield, creative managing partner, and Anthony Austin, chief executive of Black Sheep Studios, to take over as joint deputy ECDs.

Agencies' anger at failure of Stronger In campaign

1 Agencies' anger at failure of Stronger In campaign

"We failed the country, we could and should have done better." So says one senior advertising executive involved in the Britain Stronger In Europe campaign.

Just published