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.