Clemenger BBDO Melbourne has been handed some of Australia’s biggest beer brands in a consolidation which sees CUB transfer VB, Crown Lager and Cascade from Droga5.
VB ad The Regulars was the first major campaign to come from Droga 5 when it launched three years ago.
Clems already handles Carlton Draught, Carlton Dry, Pure Blonde, Strongbow and Bulmers for CUB. Among the most celebrated recent ads for Carlton Draught was Clems’ Slo Mo.
CUB Marketing Director Andy Gibson said: “We will always do what’s best for our brands. Clemenger BBDO Melbourne is an outstanding agency that has continued to deliver world class work for us over many years. In my view, they are not only the best in Australia, they are one of the best in the world.”
The move marks a change of strategy for CUB”s marketing. Previously the company has preferred to run a roster of agencies.CUB said: “The choice was made to solidify one, long-term strategic partnership to drive greater insight and benefit to the business, with the review considering creative ability and strength of work over the long term.”
Gibson said: “This move recognises the value we see in Clemenger’s team and their connection to our people, brands and ultimately our consumers. Droga5 has produced great work for CUB, particularly for Australia’s favourite beer VB. Their efforts have been greatly received by beer drinkers and on behalf of CUB I would like to thank them for their work.”
David Nobay, creative chairman of Droga 5, said in a statement: “Four years ago, we built our business out of a garage with three partners and a labrador, to what it is today, thanks greatly to our thinking and work for VB, so clearly this decision is a painful one for us. That said, we’re grown-ups and have great respect for CUB as an organisation, and continue to have great love for VB as a brand. So, I genuinely wish them the best.”