AB InBev explains what makes a great media pitch

Anheuser-Busch InBev, the brewing giant, conducted a high-profile review of its media duties around the world to ensure they were truly fit for purpose.

Lucas Herscovici, Global Marketing VP/Consumer Connections, Insights and Innovation, Anheuser-Busch InBev

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...

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