SHANGHAI: Anheuser-Busch has appointed Carat(凯络媒体) to handle the media planning assignment for its Budweiser brand, following a three-way pitch that also involved Universal McCann(优势麦肯) and incumbent ZenithOptimedia(实力传播).

The change in media agency comes as high-end international and local players step up their activities in China. Budweiser has carved out a strong niche for itself in the more prosperous region of eastern China.

However, its premium segment is coming under increasing attack from brands such as Japan’s Suntory, Heineken and Shanghai’s Reeb.

According to Carat China and Hong Kong chief executive officer, Thomas Wong(王双豪), Budweiser would use above-the-line media to strengthen the brand’s position in the existing distribution network and expand into other cities and provinces to try to increase its market share in the premium segment.



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