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Told Ya!, Campaign Imminent: Budweiser taps global soccer marketing AOR amid spend decreases (Score 89)

AdAge reports no longer handles creative for the US anymore either.

The agency shift comes as Budweiser 360i, LLC / Vizeum.

The switch to Deutsch also follows AB InBev promoting Pedro Earp to global CMO in August.

We're not sure when a new campaign from Deutsch will release, but sellers interested in Budweiser should definitely keep top-of-mind for its 2019 Super Bowl campaign. Budweiser spends the most during Q1 because of the Super Bowl, but its spend also spikes during Q2 and Q4. Budweiser currently targets men, but AB InBev wants to shift most of its targeting to women and millennials.

Remember overall spend has gone down because of Budweiser's drastic sales declines. Until it can figure out how to make millennials interested in beer again, these decreases will likely continue. 

iSpot reports a YTD national TV spend of $76.8 million on sports programming (see targeting right). Spend in the same timeframe of 2017 totaled $87 million, full 2017 spend totaled $89.1 million and spend in 2016 totaled $78.9 million.

Adbeat reports digital display spend over the last 12 months totaled $1.8 million and was placed primarily direct (91%) onto sites like bleacherreport.com, mlb.com, nfl.com, nba.com and funnyordie.com. Ads over the last 24 months totaled $3.9 million and were placed primarily direct (92%) onto sites like bleacherreport.com, nfl.com, theplayerstribune.com, nba.com and complex.com.

Budweiser uses print, radio and out-of-home, according to Kantar, but the mediums have seen decreases this year. It also uses experiential and sponsorships. It recently struck up deals with the MLB and NBA.

Agency & martech readers -- with Budweiser testing a new agency model, there may be additional work to pick up. Thus, agency and martech readers with alcohol experience should keep reaching out. Expect competition from the aforementioned agencies. Focus pitches on helping Budweiser combat its sales slump.

If alcohol is your area of expertise, keep an eye on AB InBev as a whole, too. We put  AB InBev on the 360i, LLC / Vizeum. Expect those agencies among your competition.