UK-based alcohol company SABMiller’s $12.3 billion takeover of Australian brewer Foster's will not have any major impact on its local agency arrangements, according to Foster's.
Last night, Foster's agreed to a $12.3 billion takeover deal. The deal will see the Australian company moving into foreign hands.
In Australia, Foster's works with agencies such as Clemenger BBDO Melbourne and Droga5 on the creative front, and MediaCom on the media side.
A Foster's spokesman told AdNews local agency arrangements will not be affected by the takeover.
MediaCom chief operating officer Mark Pejic told AdNews: “We’ve been told it’s business as usual. We are continuing to focus on our client’s day to day business. It’s head down, bum up.”
Another source, who preferred to remain unnamed, said: “There won’t be an impact on agency relationships. Foster's is a powerful business in Australia and throughout the world, so they are not going to mess with a winning formula.”
SABMiller does not have a globally aligned agency, and works with a range of agencies around the world. When it has done marketing in Australia, the brand has worked with agencies on a project basis.
SABMiller's brands include Grolsch, Pilsner Urquell and Miller. Foster's produces iconic beer brands such as VB, Carlton Draught and Cascade.
Have something to say? Send us your comments using the form below or contact the writer at davidblight@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.