Bergenbier’s media account leaves Starcom for Initiative

Bergenbier S.A. chose the media agency Initiative to administrate its media account starting February 2011, ending this way its 3 years relationship with Starcom, part of Leo Burnett Group Romania

Following this decision, starting February 2011, Initiative will handle the media budgets for all company’s brands: Bergenbier, Noroc, Beck’s, Stella Artois, Lowenbrau and for the imported brands Leffe and Hoegaarden. Initiative will handle all the media activities, from strategy to planning and ad space buying.

“The decision to start the partnership with Initiative comes related to a project developed at group level, through which StarBev decided to consolidate its media activities with IPG Media (Universal McCann and Initiative). We want to thank Starcom for the relation we had in the last 3 years and for the beautiful projects we developed together”, Tiberiu Mercurian, Marketing Director Bergenbier S.A, said.

The decision to move the media account to Initiative does not affect the relation Bergenbier S.A. has with the advertising agency Leo Burnett, that continues to be the brand and creation agency for Bergenbier’s brands.