While the beer brand currently focuses on below-the-line across Asia, it is thought that a greater above-the-line component is part of the thinking behind the brief. At present, mirroring its global operations, Corona’s regional creative business is split among several agencies by market.
After an initial briefing session that included as many as seven agencies, it is thought that at least three - Ogilvy, McCann Erickson and Arc - will take part in the pitch for the business. “It’s not a huge amount of money,” said one source. “But it is an interesting brand and it has interesting potential.”
The pitch is being led out of Corona’s global HQ in Mexico, where it is owned by Grupo Modelo.
