Dentsu will continue to handle media buying for AB InBev’s Canadian subsidiary Labatt Breweries of Canada following a global review.

While Publicis took the bulk of the brewing giant’s account, a Labatt spokesperson confirmed to Media in Canada that it has retained the business in Canada, which has been led by Vizeum since 2017. Dentsu also retained the business in Africa.

The global review of AB InBev’s media buying had initially been slated for 2020, but became one of several pitches that had been paused during the COVID-19 pandemic, with all incumbents having their assignments extended. The most recent review began at the end 2021, with only incumbent agencies – which also included WPP in some markets – invited to pitch.

According to RECMA, AB InBev’s media spending in North America and EMEA regions was valued at $680 million USD in 2020.

With files from Patti Summerfield.