AB InBev moves away from "bullpen approach" to agencies

03/24/2009 | Adweek

The trimming of agencies including Goodby, Silverstein & Partners and Hill, Holliday from the Anheuser-Busch InBev roster reflects a shift from a "bullpen approach" to one in which each of the beer giant's shops will have a specific brand-related duty, according to this article. "This allows our company to redirect budgets that were tied to underutilized agencies and associated retainer fees to other areas of our business," said Keith Levy, vice president of marketing at AB InBev.

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