For decades, Pabst Brewing Co. managed its own media buying.
Although the Los Angeles, California-based beer manufacturer seemingly anticipated the shift toward moving certain agency functions in-house among many brands, it has now opted to pursue the countervailing approach.
Its new media-buying shop is R&R Partners, a network boasting nine offices across the United States. And the fledgling client/agency relationship delivered its first major campaign – centered around the notion of the American Dream – earlier this year.
Pabst’s logic behind appointing a partner for media buying rested on the desire for a fresh take on its strategy....
