A-B InBev Will Outsource Media Buying
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Anheuser-Busch InBev has decided to outsource U.S. media buying to an agency, putting in doubt the future of its in-house media unit. The brewer has not yet picked an external partner, but expects to complete its ongoing agency review in October.
“We always strive to be the best in all we do, and earlier this year we decided to benchmark our connection strategy and execution,” Jorn Socquet, the brewer’s U.S. VP-marketing said in a statement. “After this thorough process, we concluded to partner with a media agency to lead our connection strategy, media planning and buying. This decision will guarantee that Anheuser-Busch will stay at the head of industry with innovative and breakthrough connection planning in a vastly changing media landscape.”
He added that “we have notified our employees of the changes and are currently looking at how to align our internal resources against this operational change.”
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