AB InBev
European Media Agency Review

Background

The 2014 Anheuser-Busch InBev’s European media review represented €100m across 13 European markets.

AB InBev were looking to consolidate media agency responsibility into a single media network in order to help facilitate a more centralised approach to media management. The goal was to balance this central approach while maintaining local strategic empowerment and decision making.

Challenge

AB InBev approached ID Comms to design and manage a regional media review designed to identify the agency network best placed to address AB InBev’s current media needs and help define the role media should play in the company’s future marketing strategy.

Action

The AB InBev European media agency review had a clear strategic ambition – to find an agency partner that could help the company drive better engagement and connections with consumers. Strategic capabilities and integrated communications planning and digital expertise would be key focus areas for the media review.

The process was designed to stress test Europe’s best media agencies and identify a network that was best placed to provide thought leadership, the most capable and committed resource possible and digital integration and innovation as well as additional media value improvements

Results

The review was concluded in Q3 2014 with Vizeum assuming responsibility for AB InBev’s European media strategy and investment. ID Comms exceeded the company’s strategic and value creation targets.

“ID Comms were a critical element in the success of our review. They designed the overall structure and process of the review and provided very strong project management and client service throughout.”
Andy Logan, AB InBev – European Consumer Connections Director
Summary
AB InBev historically used a mixed network of media agencies across Europe
A key objective in 2014 was to secure a single contract with one media agency, at holding group level, covering the whole region
The review formed part of a broader strategic drive to centralise marketing processes
The review was completed in Q3 2014 with the business consolidated into Dentsu Aegis network Vizeum
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