Huge loss for Droga5 as CUB marches VB, Crown and Cascade into Clemenger BBDO, Melbourne


VB_Regulars.pngCUB has consolidated its partnership with CB Agency of the Year Clemenger BBDO Melbourne, transferring brands VB, Crown Lager and Cascade from Droga5 Australia, effective immediately.

CB hears the news came as a huge shock to Droga5, having been informed of the decision without warning at 9.30am this morning, with the press release already written.

“We will always do what’s best for our brands,” said CUB marketing director Andy Gibson, “Clemenger BBDO Melbourne is an outstanding agency that has continued to deliver world class work for us over many years. In my view, they are not only the best in Australia, they are one of the best in the world.

The decision follows a detailed review of the business’ creative and strategic communications requirements.  The choice was made to solidify one, long-term strategic partnership to drive greater insight and benefit to the business, with the review considering creative ability and strength of work over the long term.


These beers join Carlton Draught, Carlton Dry, Pure Blonde, Strongbow and Bulmers already managed by the Melbourne-based agency.  Clemenger has produced numerous award-winning campaigns for CUB, most recently “Carlton Draught SlowMo” which took Gold at Cannes in 2011.


CB-AOY-cover-WEB.jpg“This move recognises the value we see in Clemenger’s team and their connection to our people, brands and ultimately our consumers.


Says David Nobay, creative chairman, Droga5 Australia: “Four years ago, we built our business out of a garage with three partners and a labrador, to what it is today, thanks greatly to our thinking and work for VB, so clearly this decision is a painful one for us. That said, we’re grown-ups and have great respect for CUB as an organisation, and continue to have great love for VB as a brand. So, I genuinely wish them the best.”


Gibson added: “Droga5 has produced great work for CUB, particularly for Australia’s favourite beer VB. Their efforts have been greatly received by beer drinkers and on behalf of CUB I would like to thank them for their work.