Cheers! Energy BBDO wins Bud Light’s massive account

The folks at Energy BBDO are lifting a bottle of Bud Light instead of traditional champagne to toast the winning of America’s biggest beer brand. The agency is the fourth Chicago agency to handle the account since the brand launched 32 years ago.

“Effective immediately, BBDO joins our agency roster with responsibility for strategic planning, account service and creative development for the Bud Light brand,” said Paul Chibe, VP/marketing for A-B’s InBev’s US division.

The account was moved from independent agency Translation, which picked up the business in August, 2012 – and that was just eight months after mcgarrybowen won it from longtime agency DDB, which had been the brand’s agency since it was first launched in 1981.

Translation will continue to handle the Bud Light Platinum brand and the two agencies “will work together on Bud Light,” Chibe said. “It remains a valued partner with creative responsibility for the Bud Light extensions,” added Chibe.

Bud Light is the biggest ad-spending account in all of Beerdom, having spent $374.5 million in measured media in 2011.  As the number one selling beer in the US, Bud Light sold close to 270 million cases, or 60 million cars more than the combined cases of Coors and Budweiser.

Energy BBDO Chicago is handling the Bud Light account to avoid conflicts with Guinness, managed out of BBDO New York.

BBDO global chief Andrew Robertson said in an internal memo: “The quality and efficacy of the work we are able to show for other clients, the experience the CMO (Chibe) had working with us when he was at Wrigley (and) the experience key players in AB InBev had previously enjoyed working with Almap BBDO in Brazil.”

Expect Energy BBDO’s forthcoming information about creative and account management and the creatives and producers who will be working on its newest and biggest account.

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