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Foster’s pares down below-the-line agency roster

Foster’s has completed a review of its below-the-line agency roster which has seen it dramatically cut back on the number of agencies it now works with in areas including digital, sales promotions and PR.  

The review, which began in August last year, has seen 20 agencies join the roster, following pitches involving 117 agencies – including incumbents.

Foster’s BTL agency roster:

  • Sales promotions – Apollo, Creative Activation, Immediate, Marketing Zoo and Rapp
  • Events, experiential and sponsorship – Elite Sports Properties, Lifelounge, Maverick, The Conscience Organisation and Traffik
  • Digital – Boffswana, Soap, Visual Jazz and Wunderman
  • Field sampling and tastings – Demo Plus, Marc Edwards Agency and Traffik
  • PR – Hausmann Communications, Hothouse Media and Events, Pulse Communications and Liquid Ideas

Foster’s brands includes VB, Carlton Draught, Crown Lager, Cascade, Corona, Carlsberg, Strongbow, Perrier, Penfolds, Wolf Blass, Rosemount, Lindemans and Yellowglen.

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