Beck's puts Leo Burnett on alert in global review

by James Quilter, Marketing 13-Jun-06, 08:30

LONDON - InBev is reviewing the global ad business for its Beck's lager brand with Leo Burnett as part of a drive to increase the brand's value.

An InBev spokesman confirmed the review, which will be run from its headquarters in Belgium. The company is seeking an agency to produce a global campaign that can be adapted to local market tastes. Leo Burnett has been asked to repitch, according to the spokesman.

The decision to call a review is understood to have resulted from a breakdown in the relationship between InBev and Leo Burnett Chicago. It comes after the recent launch of a £3m UK advertising campaign and only nine months after Leo Burnett London was appointed to work on the Beck's account, for which it resigned the £8m Scottish & Newcastle business.

Beck's is one of InBev's four global brands. The others are Stella Artois, Brahma and Leffe.

Leo Burnett, which won the UK business for Leffe from Fallon last November, was unavailable for comment.

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