AB InBev to review media-buying practices

Anheuser-Busch InBev is said to be weighing a review of its ad-buying practices worldwide following its acquisition of SABMiller.

Following the combination with SABMiller, we are currently assessing our media planning and buying model and whether a global media agency review would be required,” said the company in a statement.

The brewer is said to be considering hiring a consultant firm to help it examine its ad buying practices.

AB InBev which owns brands such as Budweiser, Stella Artois and Corona, among others currently utilizes the services of several big name ad agencies such as – WPP Plc, Publicis Groupe SA, Dentsu Inc, and Interpublic Group of Companies.

The review which is likely to begin in the second quarter of 2017 will cover a host of markets including Africa, Asia Pacific, Europe, Latin America and North America, among others, according to people familiar with the matter.

While the reasons for the review is not quite clear, a big merger such as the one with SABMiller usually prompts companies to consolidate agency relationships in order to save costs.

AB InBev has said in the past that it seeks to save $1.4bn in annual costs from the SABMiller merger. Analysts say Marketing is typically a place companies look to find savings.

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