InBev Dances Circles Around A-B


According to Ad Age, Belgium-based, Brazilian-run InBev not only has largely succeeded in controlling the media’s narrative of its $46 billion takeover bid for Anheuser-Busch, it’s also managed to emerge looking more sympathetic in the process.
Public-relations experts, analysts and journalists covering the saga attribute InBev’s public-relations coup to an open and aggressive approach that has involved a barrage of well-placed leaks, public appearances and online video messages from its CEO, Carlos Brito, as well as a torrent of public letters to A-B and its board making a case for the deal. By contrast, A-B resorted to a reactive, bunkered-down posture. And when it has spoken out, it hasn’t always helped itself.
InBev even has a site–Global Beer Leader–dedicated to the takeover bid.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.