MediaCom's hold on CUB to be tested, digital decision looming

MediaCom's hold on CUB to be tested, digital decision looming

Updated: A decision on Carlton United Breweries’ long-running digital pitch is imminent B&T has learned.

B&T Magazine
Posted by B&T Magazine

The news comes as CUB announces it is putting its multi-million dollar media account out to play.

CUB kicked off its digital pitch in November last year, as B&T revealed, with the review understood to affect five agencies including Clemenger BBDO which handles all of the company’s beer advertising and only some of the digital work.

CUB’s corporate affairs director Jeremy Griffiths told B&T an announcement regarding the digital account is “extremely close” but declined to comment further.

Today’s CUB media review announcement has put incumbent MediaCom, who has held the account for more than 20 years, on notice.

It is the second long-term Melbourne based agency-client relationship to be put to test in less than a month.

On June 26, the Victorian Transport Accident Commission put its advertising services business out to pitch. Grey Melbourne has held the account since 1989.

CUB’s media review is excepted to take approximately three months, Griffith said in a statement.

“It will be a closed exercise involving only those agencies expressly invited to participate. The scope includes media only, all other agency services remain unaffected by the review,” Griffith said in a statement.

“Carlton & United Breweries has had a long and successful relationship with MediaCom. As part of our normal cycle of business operations, we are reviewing the media planning and buying services they currently provide to us across the Australian business.”

CUB brands include VB, Cascade, Crown Lager, Carlton Draught as well as cider brands Bulmers, Strongbow and Mercury.