Deutsch Added to AB InBev Roster for Busch Brands

Agency Will Help 'Revitalize' Beers

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Credit: Courtesy AB-InBev/Busch Beer

AB InBev is adding another agency to its roster, this time enlisting Interpublic's Deutsch to handle creative for the Busch brands, including Busch and Busch Light.

"Anheuser-Busch is the undisputed leader in the value beer segment, with Busch and Busch Light representing two of the Top 10 best-selling beers in the United States," said Chelsea Phillips, senior director, value brands, said in a statement. "As part of our ambition to continue to grow share and revitalize these important brands, we are pleased to add Deutsch to our roster as the lead creative agency for the Busch family of beers."

There was no review for the account, and Group 360 will still work on Busch, but Deutsch is now the lead agency. 72andSunny had worked on some creative for Busch a couple years back, releasing in 2014 a campaign called "Busch Heroes."

But the company hadn't been putting much marketing heft behind the brands recently. According to Kantar Media, it spent less than $6 million on U.S. measured media last year for Busch and Busch Light. By contrast, the marketer spent more than $370 million on Budweiser, according to Ad Age's DataCenter.

The spokeswoman said: "While the value segment overall has declined, Busch has grown in the last year. Value beers represent about 25% of the US beer market, so we recognize they are critical to our overall growth. We are investing in marketing these brands to help maintain category leadership and hopefully accelerate their growth."

AB InBev also recently added Droga5 to its roster to handle work for its Best Damn flavored malt beverages, a move that came after Droga5 split with Heineken USA's Strongbow and New Castle.

Deutsch declined to comment, but the move helps offset the sizeable Pizza Hut loss to Droga5 earlier in the year. It also recently won duties for Uber and Pandora.

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