Benjamin Li
Aug 17, 2010

UPDATE: MediaCom scoops AB InBev's US$190m media in China

SHANGHAI - MediaCom China has confirmed that its Shanghai office has won AB InBev’s media pitch called in June. The contract reportedly worth US$190 million (RMB1.3 billion) takes effect on 1 October.

UPDATE: MediaCom scoops AB InBev's US$190m media in China

MediaCom will handle all AB InBev’s China media planning and buying duties, including its most popular beer brands Budweiser, Harbin and Sedrin. MediaCom becomes the first non-roster agency to win AB InBev without a prior global alliance with the company.

The incumbent agency ZenithOptimedia Shanghai has worked with the brewery for the last two years. Currently the client buys half of its media through ZenithOptimedia and the rest through various brokers.

AB InBev called a media pitch in June to consolidate its media buying under one international media agency. The pitch also involved MPG and ZenithOptimedia.

AB InBev China claims a market share of 15.4 per cent on its website. The brewer owns global brands like Budweiser and Beck's, as well as key local brands like Harbin, Sedrin and Red Rock.

Commenting on the decision, Rex Wong, AB InBev APAC vice-president of marketing, said, “All of the competing agencies presented a compelling case, so the decision was a hard one to make."

He added that MediaCom best met the company's future business needs and believes that the agency will be able to take the brewery to a new level.

GroupM China CEO Bessie Lee said this is one of the biggest wins for GroupM this year and the start of a special business relationship.


Source:
Campaign China

Related Articles

Just Published

14 hours ago

How smarter mobile ads are beating big-budget ...

Based on $2.4 billion in ad spend across 1,300 apps, AppsFlyer’s latest report reveals why emotional storytelling, tutorials and platform-native talent now outperform big-budget creative in mobile marketing.

14 hours ago

EssenceMediacom retains top spot in April's APAC ...

OMD holds strong in second position while Publicis' Starcom climbs the highest after retaining Dabur's media mandate.

15 hours ago

Why it’s time we took Singaporean content creators ...

Hazel Yap, co-founder of influencer marketing agency Serious Media, unpacks the business behind the buzz—arguing that content creation isn’t just Gen Z’s latest phase, but a viable career reshaping Asia’s marketing economy.

15 hours ago

Changi Airport ropes in Aussie influencers to ...

A three-part video series sees Changi Airport positioning itself as the gateway for travellers to discover Southeast Asia’s rich food culture.