Anheuser Busch InBev has tapped Deutsch New York for a Budweiser global soccer marketing assignment, according to people familiar with the matter.
The brewer declined to articulate the scope of the project. But the win puts the Interpublic-owned shop in the position to potentially work on Budweiser’s sponsorship of the World Cup, which won’t be played again until 2022. MDC Partners-owned Anomaly handled the 2018 World Cup for the brewer, and remains Bud’s global agency of record, although it no longer works on the brand in the U.S.
“Following Budweiser’s most successful 2018 World Cup Russia campaign as the most-talked-about brand on digital and social platforms, we want to build on this momentum and engage with consumers in more creative ways,” the brewer said in a statement, when asked about the Deutsch assignment. “We are exploring a new agency model to balance traditional and disruptive marketing. ”
Anomaly’s campaign for the 2018 FIFA World Cup, which was played in Russia, included a drone-filled ad and the real-life deployment of noise-activated Budweiser Red Light Cups. The effort covered more than 50 countries and was described by the brewer as the largest campaign in its history.