Interbrew could be poised to dump Stella Artois' advertising company McCann-Erickson in many markets. Lowe Lintas could pick up the global account for the brand McCann has held for 25 years.
Interbrew is testing Lowe's "Reassuringly expensive" campaign in other markets than the UK û the only country where it holds the account. However, the campaign may not be comprehensible to all markets, especially on the Continent where the lager it is not regarded as a premium brand.
But it could be used to launch the brand into new countries.
Interbrew is testing Lowe's "Reassuringly expensive" campaign in other markets than the UK û the only country where it holds the account. However, the campaign may not be comprehensible to all markets, especially on the Continent where the lager it is not regarded as a premium brand.
But it could be used to launch the brand into new countries.
