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.

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