Interbrew hands Castlemaine XXXX ad business to BBH

LONDON - Interbrew has given the UK advertising business for Castlemaine XXXX, previously held by Mother, to Bartle Bogle Hegarty as part of a global review. It also sees Mother end its tenure of the Hoegaarden brand.

The appointment sees Interbrew consolidate the £14m spend for Boddington's, Murphy's and XXXX into a single agency. BBH already holds the other accounts.

Mother had held the Castlemaine XXXX account since August last year, when Interbrew hired it to relaunch the brand after taking over distribution from Carlsberg-Tetley.

The decision is part of a global review of creative arrangements designed to produce cost savings that will be reinvested in brand marketing. It is expected to be completed shortly, with Mother now out of the picture for the international business. McCann-Erickson, Leo Burnett and BBH are thought to be in contention. Interbrew's flagship premium lager brand, Stella Artois, which is handled by Lowe, is unaffected.

Phil Rumbol, marketing director of Interbrew UK, confirmed the appointment.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.

Become a member of Campaign from just £51 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk , plus get exclusive discounts to Campaign events

Become a member

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

Partner content