Agencies on alert as Foster's reviews digital advertising

Scottish & Newcastle has kicked off a digital advertising review for its Australian lager brand Foster's.

The company has approached at least four agencies with an online advertising brief. The search is being handled by Creative Brief and a decision is due in April.

The brief is understood to ask agencies to connect with young adult drinkers who are migrating online and help Foster's build a prominent digital presence, ahead of possible tightening of alcohol advertising on TV.

Until now, the bulk of Foster's advertising has been above the line, and created by its retained agency M&C Saatchi. It has also ventured into experiential marketing and is an official sponsor of Formula One.

Digital duties have previously been included in its direct marketing account.

In August, EHS Brann Cirencester won the direct and digital account from the incumbent Harrison Troughton Wunderman following a three-way pitch. It is not clear if EHS Brann will repitch for the business.

M&C's last big Foster's campaign ran in the summer. It focused on the importance of keeping beer cold.