AB InBev re-evaluates media buying practices in wake of SABMiller takeover

AB InBev re-evaluates media buying practices in wake of SABMiller takeover

Brewing giant AB InBev is reportedly considering an ad buying review for the New Year as the firm slowly digests its most recent acquisition, a mammoth £79bn takeover of SABMiller.

This deal has prompted a review of the company’s global ad buying business, to which end the Wall Street Journal reports it has begun looking for a consulting firm to guide an evaluation of its ad buying practices – a process which may ultimately lead to a full review.

A spokeswoman for AB InBev said: “As a leading CPG company, it is part of our best practices to regularly review our approach to our media operating model. 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.”

The account would be one of the richest in advertising with AB InBev and SABMiller spending a combined $1.08bn on US measured media between. As things stand AB InBev works with a range of ad partners for its brands; including WPP, Publicis Groupe, Dentsu and Interpublic Group.

A shake-up has already seen AB InBev sign a marketing, distribution and brewing agreement with C&C Group in the UK and Ireland.

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