Gen-Z Alcohol Opps: AB InBev names new media AOR (Score 62)

AB InBev has concluded the review we reported last year with the establishment of a five-and-a-half-year partnership with Publicis. This expands the company's relationship with Publicis. The agency had been the incumbent in APAC and LATAM, so the addition of Europe and US means it now handles a large portion of AB InBev's global media business. Dentsu will develop a bespoke business unit, ABI One, to handle the company's worldwide media buying and planning. Starcom will reportedly be the lead agency in the US, UK and Europe.

Dentsu, the incumbent, was also appointed as an agency partner but will not be working on the US business.

The company has plans to evolve its media planning and buying approaches, to drive stronger collaboration with internal teams and agency partners and to center data and creativity.

View iSpot's approximations of recent TV spend for top brands here.

So far this year, Pathmatics reports AB InBev has spent roughly $13.5m on digital ads, down 30% from the roughly $19.2m it spent within the same 2021 timeframe. In 2021, the company's estimated full-year spend rose 31% to $99.5m from that of $76.2m in 2020. AB InBev has earned around 1.8b digital impressions YTD via Twitter (20%), Facebook (26%), Instagram (24%), desktop video (13%), desktop display (7%) and mobile display (2%) ads.

AB InBev tends to target Gen-Z and millennials, but mostly Gen-Z. Because of this, I expect digital spend will pick back up sooner rather than later. It also invests in Hulu ads. According to Kantar data, the company additionally utilizes print, radio, OOH and local broadcast. Sellers, contact soon if you can offer relevant ad space.

Agency & martech readers - As you know, reviews often follow one another, especially when they follow a CMO hire like this one does (more here). View AB InBev's full roster here.