Carlton United Brewers keeps brewing with MediaCom

By AdNews | 21 November 2013

Long-time incumbent MediaCom has held onto the $18 million Carlton United Brewers media account, seeing off a final challenge from PHD and Carat.

The business went out to pitch in July, with an initial list of eight agencies whittled down to MediaCom, PHD, MEC and Carat, before going down to a three-way shootout.

CUB been undergoing a major reinvestment in its beer brands, with a relaunch of Crown and Cascade following the successful relaunch of VB earlier this year.

CUB spent $18.4 million on main media in the 12 months to July, down from $20.5 million in the prior corresponding period, according to Nielsen.

However, with sponsorships and other elements included, the actual business is thought to be worth substantially more.

The statement:

After an extensive process Carlton & United Breweries (CUB) has re-appointed Mediacom as its media buying agency.

The review of the services, which began in July, was part of CUB’s normal business process and was focussed on getting the best value and best advice around media strategy, planning and buying.

CUB Marketing Director Peter McLoughlin said the re-appointment of Mediacom would support the brewer’s strategic marketing plans over the next three years.

“This will ensure we get the best value for every dollar we spend on media and that Mediacom will be in a position to work alongside our other agencies to deliver truly integrated and aligned 360 degree marketing,” McLoughlin said.

Mediacom, Carat & PHD were the final three agencies which led a high quality field of applications.

“The calibre of submissions meant this was an extraordinarily difficult decision, however I’m thrilled we’ll be able to continue working with Mediacom,” he said.

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