That's because Starcom, a Bcom3 agency, will have to work with San Miguel's creative agency, McCann-Erickson, which is part of the Interpublic network.
The brewing giant moved in this direction in order to choose the best agencies, with the idea being that they should be able to generate the best possible return on investment.
Let's hope the two agencies have begun setting up a process to share information and ideas to realise that objective.