MEC Retains SABMiller Drinks Pan-Regional Media Account

MEC has retained the £50m pan-European media planning and buying account for the brewery giant SABMiller following a competitive pitch.

The agency fought off competition from undisclosed agencies in a four-way contest to retain the business in a pitch process managed by Ebiquity.

MEC will continue to handle SABMiller’s account, which includes brands such as Grolsch, Miller and Peroni Nastro Azzurro in its key markets of the UK, Ireland, Italy, Netherlands, Hungary, Czech Republic and Slovakia.

Tom George, Chairman, UK and Northern Europe at MEC, said: “We are not ones to stand still, we proved it when we were appointed three years ago and SABMiller recognises that MEC is still the right partner to create effective and innovative communications solutions in the rapidly changing beer industry.”