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Advertising industry sees passing of an era as InBev changes agency relationships.

ABI's elimination of long-time A-B agencies like Goodby, Silverstein and Hill, Holliday--and the cut in retaining fees--has put the ad industry on notice that the InBev's A-B does business very differently.

"InBev is a very cost-conscious company worldwide," one observer told AdWeek. "They're also very test-driven culturally. They're moving into the direction of a consumer packaged-goods company."

ABInBev vp of marketing Keith Levy told AdWeek that the brewer was moving from a "bullpen approach" to one where each agency has a primary brand responsibility, "establishing higher accountability, ownership and performance requirements for the work being managed by these shops. This allows our company to redirect budgets that were tied to underutilized agencies and associated retainer fees to other areas of our business."

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Title Annotation:Anheuser-Busch InBev signed advertising deal with Goodby, Silverstein & Partners
Publication:Modern Brewery Age
Article Type:Brief article
Date:Apr 8, 2009
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