Despite assurances from InBev CEO Carlos Brito that A-B's marketing budget will be maintained at present levels, A-B's ad agency executives are worried, according to Advertising Age.
We may be getting a first look at the cost cutting measures InBev will bring to A-B:
We may be getting a first look at the cost cutting measures InBev will bring to A-B:
The executive said he expected his shop's fees to be cut, although he didn't fear losing the business altogether as a result of the ownership change.Wow, now there's a novel concept! "Measure twice, cut once..."One change he anticipates: having to research ad concepts before shooting them [emphasis added]. In the past, A-B has commissioned production on more ads than it may have needed, and it took the finished products into focus groups to decide which ads to run.
1 comment:
Ha, you got that right. Not only A-B but most other ad agencies are worried, albeit for different reasons.
Digital marketing is a beast that no one knows how to fight. Google is eating-in to ad agencies budgets.
Here are a few strategies for the ad agencies trying to stay alive:
http://adagencysecretformula.com/
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