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