The MAA claims that a recent AB InBev e-auction questioned agencies on how low they would go on their ratecard, how many hours’ work they would offer for free and how much longer they would extend its current 120-day payment term.
They were also asked how much over the minimum 5 per cent they would consider giving in a rebate as part of AB InBev’s corporate social responsibility programme, Better World.
Scott Knox, the MAA’s managing director, said: "What would make this a ‘better world’ would be for AB InBev to stop screwing agencies over payment terms and approach any negotiation on price in a respectful way."
The MAA is calling for the strike on 7 April. Brands owned by AB InBev include Stella Artois and Budweiser.
A spokeswoman for AB InBev UK said: "Payment terms are always set as part of a broader commercial negotiation. As part of the process, we ask all potential partners to provide details on many dimensions of their service so we can evaluate in a fair and objective manner the proposals we receive."