Media Review @ Carlton & United Breweries

Steve’s breakdown: SABMiller owns this brewery so this would be a great entry into the corporation. As if $40 million wasn’t motivation enough.

MELBOURNE, Australia: The Carlton United Breweries media account has been put out to pitch with incumbent media agency Mediacom likely to face a large field contenders keen to snatch the lucrative Melbourne-based piece of business.

This is the first time the major Australian brewer, whose media spend is thought to be around $40m a year, has reviewed the account since South African brewer SABMiller bought the company in 2011.

Mediacom has held the account, which includes brands such as Victoria Bitter, Carlton Draught, Crown Lager and Pure Blonde, for more than 20 years but is likely to see stiff competition from rivals. Those rumoured to be lining up include Carat, UM and PHD.

CUB is understood to be running a two stage pitch with briefs going out to a number of agencies before being reduced to a shortlist of three after presentations.

The process is expected to be finalised by September. CUB has its creative account with Clemenger BBDO and public relations with Liquid Ideas.

No other agency services are affected.


Type and press Enter to search