Vizeum retains £14m AB InBev in the UK and adds European markets

Anheuser-Busch InBev has consolidated its pan European media within Dentsu Aegis Network, led by Vizeum in the UK, following a six-month review covering nine key markets.

Vizeum UK retains £14m AB InBev in the UK and adds European markets
Vizeum UK retains £14m AB InBev in the UK and adds European markets

AB InBev, the brewer that owns Stella Artois, Budweiser, Corona and Beck’s, called a European media review in June. Other agency groups believed to have competed for the business are Publicis Groupe and Havas Media.

Dentsu Aegis already works with AB InBev in the UK. The European business, including major markets of France, Germany, Spain and Russia, will be led by Vizeum’s global team in the UK, with the exception of Germany, which will be handled by sibling agency Carat.

The review has been mirrored in North America, where AB InBev has appointed WPP’s MediaCom to its estimated $575m US media planning and buying account.

Jean-Jacques Velkeniers, marketing vice president, Europe, said: "AB InBev is in the process of making a major shift in our planning so this has been the perfect time to assess both the type of agency support we need and which of our agencies could best provide this across Europe.

"I’d like to thank all participating agencies for their efforts in the review. We believe having Dentsu Aegis as a single agency partner across Europe will help us to evolve our media approach and enable us to continue building our leading portfolio of beer brands across Europe."

Both pitch processes were managed by London-based ID Comms, led by Tom Denford and David Indo.

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