GCI and Consolidated to share Budweiser PR spoils

Brewing giant Anheuser-Busch has split the PR account for Budweiser between two agencies for the first time since it launched in the UK in 1984.

Brewing giant Anheuser-Busch has split the PR account for Budweiser

between two agencies for the first time since it launched in the UK in

1984.



Consolidated Communications has won part of an expanded package in the

seven-way pitch, while GCI has successfully repitched to continue its

12-year association with the product. Fees are undisclosed although the

brewer’s UK marketing spend overall will be pounds 40 million.



GCI will have the lion’s share, continuing its work with the National

Basketball Association, music festival V2000 and Bud Ice. It will also

continue the ’B’ programme, which uses ’style leaders’ to promote the

brand, using music, design and film.



Consolidated will handle Budweiser’s World Cup 2002 programme, and Bud

Light. It will also handle all Michelob PR work, which includes Ryder

Cup golf sponsorship.



Anheuser-Busch explained it was splitting the account because the

Budweiser brands have developed different PR and sponsorship needs.

’This will ensure that each brand’s PR potential is maximised as much as

possible,’ said James Lousada, marketing director Europe.



’It is very good news for us,’ GCI chief executive officer Adrian

Wheeler said.



’We are very chuffed,’ said Alastair Gornall, managing director of

Consolidated.



- Consolidated Communications has been appointed by Vinopolis, the world

of wine attraction, to increase the number of visitors to its south

London site. The agency will be responsible for promotions, events and

new partnerships with the media.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.