It was one of the biggest and most controversial agency bake-offs in recent history.
Anheuser-Busch InBev – with reported global billings of $4.8 billion, making it the eighth largest advertiser in the world – spent six months reviewing its media account.
The list of competitors included the six largest international agency networks: WPP, Omnicom, Publicis, Interpublic, Dentsu, and Havas. Even the review team was top rank: MediaLink was the consultant on the review, and Media Path managed auditing throughout the process.
The review was touched off, in part, by AB InBev's $103-billion acquisition of SABMIller, which closed in 2017, and massively expanded the world’s largest brewer's footprint to more than 500 beer brands.