BBH wins global business for Hoegaarden

Interbrew has appointed Bartle Bogle Hegarty to handle the global Hoegaarden account.

BBH won the business by beating Mother, Leo Burnett Chicago and the incumbent, McCann-Erickson, in a four-way pitch. As part of the same pitch, the US Burnett office picked up the global advertising account for Leffe, Interbrew's niche Belgian beer brand.

Last week, BBH beat its fellow roster agency Mother in a winner-takes-all pitch, landing the Castlemaine XXXX account and retaining the Boddingtons business in the process. The agency also handles the Murphy's stout brand.

Interbrew will task BBH with improving Hoegaarden's global market share and is likely to increase its spending commitments to the white beer brand.

Last year, the brewer spent only £500,000 on Hoegaarden in the UK. The beer launched in 1994 with minimal promotion. Last year, McCann-Erickson created the first TV ad campaign for the brand.

Derek Robson, BBH's business director, said: "This second win from one of our founding clients is very satisfying. Hoegaarden is a distinctive brand that offers a global opportunity, and that's always exciting."

Regarding both appointments, Simon Thorpe, the Interbrew senior vice-president of marketing, said: "The agencies' goal is to create sustainable, broad appeal for the brands over the next ten to 15 years, based on insightful consumer analysis."

The Stella Artois global account, which is held by Lowe, is not affected by the appointment.

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