Meme selected for Beck's online task

InBev has appointed Meme, the digital arm of WCRS, to handle all the UK online marketing activity for the Beck's beer brand this year.

Meme will create online advertising for the brand based on the strategy devised by Leo Burnett, as well as finding creative ways of using digital marketing and redeveloping the Beck's website.

The account was previously held by DraftFCB. A Beck's spokeswoman said the decision to review it was "purely about looking at new ways to deliver our messages".

Beck's had initially approached agencies, including Agency.com, glue London and Profero, with the brief, but they declined to pitch. InBev said Meme pitched against three other agencies for the work, but would not comment on their identity.

Meme will report to the marketing manager, Richard Ingram. Beck's will be back on television in April with a new campaign. Its most recent advertising, created by Leo Burnett, focused on the beer brand's purity with the "only four steps" theme.

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