InBev calls £20m global Beck's pitch

LONDON - InBev is reviewing its £20 million global Beck’s account less than a year after appointing the independent agency Ground Zero to the business.


Ground Zero is understood to have been invited to repitch and will face at least two of InBev's roster agency networks and a German shop, believed to be McCann Erickson Germany.

Leo Burnett London handles the Beck's brand in the UK, while media is handled by Starcom. Neither relationship is affected by the review.

Ground Zero scooped the global Beck's account in August 2006 after a review which pitted it against Lowe Worldwide, Bartle Bogle Hegarty, Germany's Springer & Jacoby, Belgium's Duvall Guillaume and the incumbent, Leo Burnett Chicago.

Ground Zero has offices in California and New York. The agency also handles advertising for ESPN, the History Channel and Toyota.

Leo Burnett handled global advertising for Beck's from 2002 until the review last year.

Its most recent work for the German beer brand positioned it as a lifestyle choice for fashionable 20-somethings. One spot featured a woman dancing in a club and ran with the line "life beckons".