Alcohol behemoth Carlton & United Breweries (CUB) has announced it has transitioned its media account from MediaCom to PHD, following a global review by parent company AB InBev.
CUB has a number of well-known alcohol brands in its stable, including Carlton Draught, Victoria Bitter, Pure Blonde, Cascade, Pure Blonde and Yak.
The company also locally distributes a number of foreign brands such as Peroni, Stella Artois, Bulmers and Magners.
A company spokesperson from CUB said the global review of AB InBev’s media planning and buying capabilities was completed to reduce complexity and structure the company’s approach to marketing into one consistent operating model.
“Our decision [to appoint PHD] was based on strategic and commercial criteria,” the spokesperson said.
“We want to thank MediaCom for their work and partnership over the past 17 years. During this time, we have worked together on a number of award-winning campaigns.
“We are excited to be working with PHD in Asia-Pacific south, given their capabilities and passion for our business and our brands. As we evolve our media buying strategy and implement a more data driven approach, PHD is the best strategic partner to help us deliver this.
PHD will begin working on the CUB account at the beginning of 2018.
Commenting on the win, PHD Australia chief executive Mark Coad said it was “incredible news” for the agency.
“Growing up in the industry in Melbourne, this is – and always has been – the client to work with,” he said.
“To have the chance to do that, and continue to grow our Melbourne office, is a game-changer for us. We can’t wait to make a valued contribution to their business.”