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.

Topics

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

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
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More