Dive Brief:

• In a tradeoff of large beer brands, ad agency Wieden + Kennedy lost its Heineken account two weeks ago, but just announced signing the leading U.S. beer brand, Bud Light.
• This move is Bud Light’s fourth new agency in as many years as it battles an increasingly crowded marketplace and the overall popularity of craft beer.
• Wieden + Kennedy will also begin handling the Corona brand outside of the U.S. market.

Dive Insight:

Just two weeks ago it seemed advertising agency Wieden + Kennedy was dealt a blow with the loss of its Heineken account, but the firm quickly bounced back announcing it has signed the largest U.S. beer brand, Bud Light, becoming the beer’s lead agency. The deal with Anheuser-Busch InBev also includes handling the Corona brand outside of the U.S. market. This move makes a fourth new agency for Bud Light in as many years with Translation, McGarryBowen, BBDO and DDB previously handling the brand. Even though Bud Light remains at the summit of U.S. beer brands, it has suffered from falling sales, an issue at least partially blamed on the rise of craft beers gaining favor among beer drinkers. Shipments fell 1.7% last year.

Indicative of the current state of ad agencies, Wieden + Kennedy has undergone a lot of changes this year losing Heineken and Weight Watchers while gaining Bud Light, KFC and Yoplait.