In a deal rumored to have cost about $52 billion dollars, Inbev has acquired American company Anheuser-Busch. The merger turns the pair into the world's number one brewer.
According to Advertising Age, the pair plans to cut $1.5 billion in costs — particularly in the realm of marketing.
CEO August Busch IV stated "This agreement provides additional and certain value for Anheuser-Busch shareholders, while enhancing global market access for Budweiser, one of America's true iconic brands." The "iconic brand's" $1.3 billion marketing budget helps support DDB, LatinWorks, Euro RSCG, Hill Holliday, Cannonball, TBWA/Chiat/Day, Goodby, Silverstein & Partners; and a number of other shops, many of which are located in the St. Louis area.
A-B's Bud Light and Budweiser brands are also typified by their irreverent and costly ad plays during the Super Bowl season. After the merger, it is unlikely marketing will continue to follow the same formula it did in the past.