Budweiser Officially Pivots to Project-Based Work in the U.S

After counting Anomaly as its U.S. creative agency of record for 8 years, Budweiser has officially moved to a project-based model for its stateside ad campaigns.

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A spokesperson for parent company AB InBev confirmed the change today, though one perhaps could have connected the dots based on the fact that Anomaly was not involved in the brand’s Super Bowl campaigns for the first time in several years. (David Miami made the broadcast ad while VaynerMedia handled a digital-only spot featuring the famous Clydesdales.)

AdAge first reported in December that the brand would be reaching out to all of its U.S. agencies for Super Bowl concepts.

Today, a client representative said that Budweiser would use its entire agency team, which consists of David, VaynerMedia, Mosaic and Anomaly, to develop all content and creative campaigns moving forward.

“The US Budweiser team has moved away from the traditional AOR model and instead works with a number of agencies to produce content,” he said. “That currently includes David, Vayner, Mosaic and Anomaly. No one agency is tasked as the primary creative agency.”

Our sources claim the move has led to a revenue loss for Anomaly. The agency, however, says that is not the case because—as also noted in the AdAge piece—it recently replaced VaynerMedia as Budweiser’s global digital and social media AOR. In a seemingly contradictory quote referencing the new U.S. work, Gary Vaynerchuk told AdAge in December that he was excited to “have a bigger seat at the table in 2018.”

It is not clear at this time exactly which markets the global remit covers.

“As someone who has led the Budweiser partnership for 8 years at Anomaly I will speak straight from the gut,” said Anomaly founding partner and joint global CEO Jason DeLand. “Anomaly is and continues to be the lead agency on Budweiser around the world. As global Budweiser grows so does Anomaly’s remit. We will do more with Budweiser in 2018 than we ever have!”

DeLand continued: “I can confidently say no other agency cares more, has worked harder or has learned more in working with ABI. We are proud of our long term relationship and our commitment is to ensure the partnership continues to grow for a long time to come.”

Anomaly’s relationship with another large client, Beats, also changed recently. In January, co-CEO Carl Johnson told Adweek, “A few months ago we decided to take a breather from executing work with Beats, after an intense and successful year creating powerful work together.” Sources confirmed that Apple has chosen to take more of that work in-house, at least for the time being.

from Agency Spy: http://www.adweek.com/agencyspy/budweiser-officially-pivots-to-project-based-work-in-the-u-s/143666

Burns Group Brings Yellow Tail to the Super Bowl

Burns Group is bringing wine to a beer party.

More specifically, the agency is launching a Super Bowl spot for wine brand Yellow Tail which is running throughout most of the country via 80 regional media buys. Yellow Tail’s regional ad last year made it the first wine brand to run a spot in the Super Bowl in 40 years.

The 30-second spot, directed by Harald Zwart, focuses on a surprise party and, like last year’s ad, features the brand’s kangaroo mascot. It suggests that any party with Yellow Tail is a good party and the brand’s distinction as “America’s #1 imported wine.”

According to a press release, the ad will reach around 100 million viewers. The total media spend, with media buying handled by Havas Media Group, added up to around $10.3 million, around $5 million of that on broadcast. The integrated campaign also includes online and social media components, as well as a Yellow Tail Food Truck Tailgate Tour featuring celebrity chef Jeff Mauro, which was handled by agency French/West/Vaughan.

from Agency Spy: http://www.adweek.com/agencyspy/burns-group-brings-yellow-tail-to-the-super-bowl/142846

CP+B Wins AB InBev’s Craft Beer Brand Goose Island After a Review

CP+B has won creative duties for Goose Island Brewery, which became one of AB InBev’s first craft acquisitions back in 2011.Goose-Island-e1517331844268.jpg

The agency first tweeted about their new partnership last week, and the client confirmed the assignment today.

“Goose Island set out to find a creative partner that can help us translate a 30-year craft brewing legacy into big ideas that are relevant and disruptive. We’re confident CP+B will help us realize our goal of getting America some damn fine beer as we look ahead to our next 30,” Goose Island Beer Co. president Todd Ahsmann said in a statement.

“We’re excited to partner with Goose Island, a brand always on the forefront of the American craft beer movement that continuously and passionately reinvents the category,” added CP+B global chief creative officer Linus Karlsson. “We’re equally as passionate thinking big for the brand and the journey ahead.”

Chicago-based VSA Partners won advertising, branding and packaging responsibilities for Goose Island in early 2014 and launched the brand’s first national campaign, entitled “To What’s Next.” A recent stunt by the brand saw Goose Island president Todd Ahsmann and co-founder Greg Hallpitch a Super Bowl ad idea to AB InBev’s marketing team.

Goose Island spent nearly $13.2 million on measured marketing in 2016 and over $7 million in the first six months of 2017, according to Kantar Media.

from Agency Spy: http://www.adweek.com/agencyspy/ab-inbevs-goose-island-partners-with-cpb/142691