Aarti Shah 22 May 2020 // 7:00PM GMT
ST. LOUIS, MO — Budweiser has brought on Allison+Partners as its US agency of record following a competitive pitch that took place virtually this month.
Lisa Rosenberg, Allison+Partners consumer brands president, confirmed the agency started work this week. The remit includes integrated communications planning and PR support for brand initiatives, product launches and sponsorships. Budweiser handles social media in-house. Budweiser’s previous consumer agencies have included Weber Shandwick, which continues to work on many other Anheuser-Busch brands.
“Budweiser is more sure of what it stands for than ever before: authenticity, progress, and community," said Monica Rustgi, vice president of marketing for Budweiser. "Our standards as a brand are as central as the people that work behind it. As we look towards making a new generation of drinkers fall in love with Budweiser in the way generations before have, we knew we needed to also have partners who withhold the same values and culture as us."
Budweiser issued the RFP in April with pitches happening via Zoom and WhatsApp earlier this month. The focus was cultural relevance and respect. The account is believed to be worth six-figures per year.
"What Budweiser looks to do is play in the cultural zeitgeist," Rosenberg told PRovoke. "It was very aligned with our approach — which is looking at the intersection of culture and commerce."
Already, the MDC-owned agency has begun work on Budweiser's "One Team" initiative for Memorial Day. The iconic brand also launched red, white and blue camo-designed cans and cases for Memorial Day weekend, in addition to announcing educational scholarships.
"It was love at first sight when we met Allison+Partners, and we hope a new generation of drinkers will feel the same way about Budweiser when they are met with our marketing efforts launched by the team,” Rustgi added.
Anheuser-Busch is part of AB InBev.