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The news marks the conclusion of heated conversations this week following InBev's decision to hand the launch brief for its new 4 per cent variant to Mother.
The decision by Lowe sees the end of one of the most fruitful partnerships in advertising history.
Stella Artois' "reassuringly expensive" endline was first conceived in 1981, before Frank Lowe quit previous incumbent Collett Dickinson Pearce to set up his own agency.
The strategy has subsequently given rise to such classics as the Jean de Florette-inspired series of commercials.
Lowe resigns Stella Artois account after 26 years
by Noel Bussey, Campaign, 15 August 2008, 11:20am
LONDON - InBev is looking for a new agency to handle its global Stella Artois account, following news that Lowe has resigned the business after 26 years.
Stella Artois...Lowe resigns account
All Comments
Richard Hayter - 15 August 2008
Wow. That's a big one. If Mother picks up the whole account it will be huge for them. But they're not known for handling 'premium' brands, so it will be interesting to see what they come up with.
David Pearce - 15 August 2008
'And what of the woman who stands be her fella, despite all the bruises brought on by the stella.'
Anton Reyniers - 15 August 2008
Mother is doing a good job with Boots and seem to have taken No 7 to a higher (premium) place. Agreed it will be interesting to see what they do differently
Roger OThornhill - 15 August 2008
Has Lowe actually got anything left to resign? All they've done for a while now is the odd poster. Hasn't Inbev long since farmed the bulk of the work out to other agencies?
John Billett - 17 August 2008
The "good folk" at In Bev have been consistently running this one time great brand into the dump bin over several years with thier misguided discounted pricing and no added brand value marketing. They have chucked out tennis, launch a nonsense 4% brand substitue and now drop the one agency that understood the brand. In Bev are my #1 nomination for the "consistent, sustained marketing ineffectivenss award" and the marketing team should pick up their redundancy notices
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