BACKGROUND

AB InBev had historically operated in a silo based approach, with no global leadership in media, and with agencies appointed and managed on a local basis.

APPROACH

We were hired to help on a global media review, with 14 key markets in Europe, Asia, Mexico and Latin America involved – and almost all of the top agency holding companies in the mix.

RESULTS

The beer giant found a new path forward with a highly transparent bidding process, ensuring clarity of rates, talent and commitments for the coming years.