CUB launches in-house digital agency

Carlton & United Breweries (CUB) is set to launch a new in-house digital agency to work alongside its current agency roster.

Chris Maxwell, CUB’s consumer connections director, told Mumbrella the new in-house digital agency will have three key “work streams”: consumer experience, digital production, and data and technology.

CUB’s Victoria Bitter beer

The consumer experience offering will include social community management and consumer relations, while the digital production arm will include content production, AV content, copywriting, graphic design, digital asset production, web development and app development.

Consumer data, analytics and programatic will fall under the third work stream, data and technology.

“The aim is to get our brands and our business closer to its consumers by owning the direct interactions we have with our consumers both online and in traditional communications, and also to acquire and gather the data that comes from those interactions and use those to make better commercial decisions,” Maxwell said.

Maxwell will oversee the new in-house agency, however, Chris Pang, CUB’s national consumer digital marketing manager, will lead the agency.

Pang joined the brewery in June last year after departing startup Frank Body where he was chief operating officer.

He has also spent time at Ford and OMD.

The new agency will work alongside CUB’s current agency roster which includes Clemenger BBDO Melbourne, Taboo and PHD.

“We have a roster of extraordinarily capable and important partners that we will continue to work with.

“Agencies like Clemenger, PHD, Taboo will continue to work with our business on all of our brands, campaigns and activities; what we will be doing is bringing some of the capabilities in-house like community management and some of the lower-level content development and that means this internal team will partner with our agencies.

“We will still lean on the strategic and creative power of our partners to come up with great ideas and amplify them, and then this team will take part of those ideas and execute them through social and the lower level content work streams,” Maxwell said.

The new agency is yet to be named but CUB is calling it The Customer Excellence Centre (CEC) in the interim.

CEC will consist of 15 people located in its Melbourne office while a further 10 people will work with the network in India.

CUB is also on the hunt for a new consumer experience manager and digital content manager to join the in-house agency.

CUB’s brands include Corona, Carlton Dry, Peroni, Crown, Carlton Draught, Pure Blonde and Victoria Bitter.


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