Bartle Bogle Hegarty (BBH) is parting company with InBev after 15 years, and will no longer work on Boddington’s, Castlemaine XXXX and Murphy’s.
The advertising budget for the brands has declined in recent years and it is thought BBH wants to be free to pitch for bigger beer accounts.
The brewer says it has not decided whether to hold a pitch for the three brands or move them to one of its other roster agencies, which include Leo Burnett, Lowe London and Fallon.
BBH and InBev insist the decision was mutual and a spokesman for the brewer adds: “We had a conversation with BBH about what direction to take the brands in, and discussed new and innovative ideas. The agency decided it wanted to be free to pursue other beer business.”
BBH has produced a series of high-profile ads for Boddington’s and introduced the straplines “The Cream of Manchester” and “It’s a bit gorgeous”. It also relaunched the bitter with a campaign featuring model Melanie Sykes.