Assembly has been appointed Media Agency of Record for Pabst, following a competitive review. The agency will oversee data and media strategy, audience strategy, performance strategy and integrated planning and buying across the Pabst portfolio, which includes iconic beer brands such as PBR, Lone Star, Rainier, Stroh’s, Old Style, Not Your Father’s, Olympia and Stag.
“Assembly stood out for their ability to use data driven insights to forge stronger cultural connections in the places and with the people that matter,” said Luke Atkinson, SVP of Marketing at Pabst.“ Our brands have deep American heritage and strong local roots, so finding a media partner that can connect data, cultural contribution and creativity was key.”
This win builds on a recent string of new business momentum for Assembly, which includes winning AOR assignments from Nickelodeon, GameStop and Tillamook, to name a few. The agency will work in partnership with MDC Partners sister agency 72andSunny, which was named lead creative agency for PBR.
“Pabst is a brand with a rich history that is on an innovation tear of late,” said Assembly President Michael Fanuele. “We’re honored to work with their storied portfolio of brands and stoked to be leading the future of drinking by setting them apart in an increasingly crowded category.”