Hasta La Creative!

Anheuser-Busch InBev is getting back together with Omnicom Group in the U.S.

The world’s largest brewer is hiring BBDO as lead agency for Bud Light domestically, while keeping line extensions such as Bud Light Platinum at Translation, which had been handling the entire account since last August. The two shops will “work together on Bud Light,” said Paul Chibe, VP-marketing for A-B InBev’s U.S. division. “Translation will focus on the extensions, where they have done extremely well, and BBDO will focus on the base business.”

BBDO will handle the account from its Chicago outpost, known as Energy BBDO. By moving it there, Mr. Chibe reunites with an agency he’s worked with in the past, while BBDO keeps the account in a separate office from competing beer brand Guinness, which BBDO runs from New York. For A-B InBev, the change represents a global consolidation of sorts because the brewer works with the BBDO network overseas.

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