Advertising and Promotion: An Integrated Marketing Communications Perspective 10th Edition by George Belch,Michael Belch

Exercise 7

The chapter discusses how the DDB agency was recently fired by Anheuser-Busch InBev even though the agency had created a number of award-winning advertisements for brands such as Budweiser and Bud Light. Evaluate the decision by AB InBev to dismiss DDB and hire a new agency given the excellent creative work it did for these brands through the years.