The move consolidates all of CUB's beer brands within Clemenger BBDO Melbourne, with the three new brands joining Carlton Draught, Carlton Dry, Pure Blonde, Strongbow and Bulmers.
The decision followed a strategic review that considered creative ability and "strength of work over the long term", according to the client. Clemenger has produced award-winning work for CUB, including 'Carlton Draught slow-mo' (pictured), which won gold at Cannes in 2011.
“We will always do what’s best for our brands,” Andy Gibson, CUB marketing director, said in a statement. “Clemenger BBDO Melbourne is an outstanding agency that has continued to deliver world-class work for us over many years. In my view, they are not only the best in Australia, they are one of the best in the world.”
Gibson also priased Droga5 for the work it has done for CUB, particularly for VB.