The pitch does not affect M&C Saatchi's work on the brand in the UK, where Beck's is marketed by Scottish Courage. M&C was appointed to the brand in the UK in 2001.
Beck's is one of five brands that Interbrew has designated as a "world brand". The others are Hoegaarden, Stella Artois, Bass Ale and Leffe.
Interbrew appointed Lowe as the global agency for Stella Artois in January this year, and McCann-Erickson was named as the global agency for Hoegaarden in March 2002.
M&C Saatchi has created a poster campaign based around the Beck's bottle, showing the state of the drinker by the state of the bottle, and also works on the Foster's and Kronenbourg brands for Scottish Courage.
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