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Campaign Imminent: AB InBev launches in-house agency amid spend increases (Score 71)

Update: Draftline. The agency has been handling social and digital for Michelob Ultra since May 2018, but now handles TV production, packaging, outdoor, radio, email marketing, data collection and programmatic media buying for all 42 of AB InBev's US brands. It handles all media and creative for new brands like Patagonia. Through its innovation team, Apollo 11, it assists with product launches by introducing prototypes in local markets and by creating quick CGI images for national markets.

The in-house shift will help Draftline create more personalized and local marketing, help it connect consumer data to creative works and give it "more agility when bringing advertising to audiences." US CMO Marcel Marcondes said the in-house shift also allows AB InBev to "free up time" so it can focus on other agencies it works with.

Since AB InBev will continue to work with other agencies, Draftline will not end any relationship AB InBev currently has. In fact, Marcondes also said AB InBev will treat Draftline like any other agency it works with and have to pitch for business.

Agency and martech readers -- while Draftline will not harm current agency relationships, agencies and martechs should remember accounts are still in jeopardy because global CMO Miguel Patricio 360i/Vizeum.

Sellers - since Draftline will create more marketing (and allow AB InBev's other agencies to create more marketing), we should see spend increases. Therefore, those who can reach men (especially millennials and Gen-X) with digital, TV, print, outdoor, radio, sponsorship, experiential and/or social should contact decision makers. It spends highly throughout the year, allowing for year round revenue, but also look for last-minute revenue from Busch Beer's new TV spot for its millennial pink car.

Please read more about AB InBev's recent spend and spending plans below or here.

Below was originally published April 25.

(March); global marketing, data and digital products VP Luiz Felipe B. (February); trade marketing and sales technology VP Brian Buckley (August) and global strategy VP Paul Donaldson (April 2018).

Note, however, that AB InBev lost longtime CMO Miguel Patricio, who just departed for a CEO position at Kraft Heinz. A replacement has not yet been named, but we'll keep you posted as always.

Per Kantar, the company's spend stays relatively high throughout the year. It typically uses digital, TV, print, outdoor, radio, sponsorship, experiential and social to target men, especially millennials and Gen-X.

Please feel free to view a breakdown of recent national TV and digital display spend, courtesy of Adbeat, below.

Agency and martech readers -- continue reaching out for work under new leadership, especially to be top-of-mind when the company names a new CMO. Competition will include the following agencies: here.