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McCann-Erickson and Universal McCann will now develop a creative advertising and media approach to be rolled out in five 'starter markets' - UK, France, Belgium, Netherlands, Canada - and eventually worldwide.

Interbrew recently named Hoegaarden, a Belgian white beer in the super premium category, as a 'world brand' alongside its Stella Artois, Becks, Bass Ale and Leffe brands.

McCann's is expected to develop TV and print campaigns for Hoegaarden over the next two months.

Mother, its UK incumbent, and Leo Burnett are understood to have also pitched for the business. Previous creative for Hoegaarden through Mother consisted of low-key ad campaigns, such as a series of holographic postcards and posters in pubs and bars.

The strategy follows a year of heavy acquisitions for Interbrew. It bought German brewer Becks and the UK's Bass Brewers, but was forced to sell much of the Bass portfolio to Coors due to competition laws. The firm recently reported a 29.1% leap in sales in 2001 to 7.3m euros.