CUB called the pitch about 10 months ago, seeking lead and supporting agencies to manage its creative, social and technical needs across its many brands. Clemenger BBDO Melbourne is the lead creative agency, while SapientNitro will be handling back-end technical duties, according to a source close to the pitch.
Clemenger BBDO Melbourne is CUB’s advertising agency across all its brands, including VB, Carlton Draught, Crown Lager, Cascade, Strongbow and Carlton Dry. Paul McMillan, managing partner, said it was rewarding to have the agency's digital duties recognised alongside its creative abilities. "We’re going to have a Carlton Draught or two to celebrate,” McMillan said.
CUB did not respond to a request for comment by press time.