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Horizon FCB Wins the AB InBev Brands

Press Release - Dubai, 29 April 2019

Today, AB InBev announced that it will partner with Horizon FCB to launch Beck’s No Alcohol beer proposition – the beer brand’s premium no-alcohol beer – in the Middle East region. The agency has also been awarded the regional contract for Budweiser’s No Alcohol beer proposition. 

Horizon FCB was invited by AB InBev, the company that has been revolutionizing beer for over 160 years, with a brewing heritage that goes back over 600 year, to pitch the launch of its latest offering in the region in the six GCC markets with an aim to introduce the brand’s No Alcohol  beer range to one of the biggest and strongest markets in the world. 

The team at Horizon FCB demonstrated its superiority with its keen understanding of the Beck’s future consumer in the Middle East, while providing a unique creative approach that best expressed the brand’s voice and personality to create the perfect dialogue with the target audience.   

Horizon FCB is an agency that always rises to the challenge and as Mazen Jawad, President at Horizon Holdings, stated: “It was love at first sight! We knew since the first minutes of our initial meeting that these were the people we wanted to work with to launch such an exciting brand within a segment that is so close to our hearts. With a brave team like the one at AB InBev, you can only create magic.”  

Amaury Hayois, area manager for the Middle East, added, “Horizon FCB has shown us great understanding of the local consumer and exposed an interesting angle to create relevance in the region for our new range. We always want to be culturally relevant in the markets that we penetrate, and the creative work that was shared by Horizon FCB demonstrated a promising platform to deliver on our ambition. We look forward to this new partnership.” 

After a well-fought pitch, Horizon FCB emerged as a clear winner, working along with its MBU partner BPN and content producers Lord & Thomas to become the lead agency of choice to launch the brand in early 2019. The agency was also awarded the regional contract for Budweiser as part of the win.


About Horizon FCB

Horizon FCB is part of FCB (Foote, Cone & Belding), a global, fully integrated marketing communications company with a heritage of creativity and success dating from 1873. Based on a deeply developed understanding of diversified local markets and global cultures, FCB focuses on creating “Never Finished” campaign ideas for clients that reflect a deep understanding of the brand’s past, a respect for the present and an anticipation of the future potential. With more than 8,000 people in 109 operations in 80 countries, the company is part of the Interpublic Group of Companies (NYSE: IPG). Launched in 1976, Horizon FCB is the MENA arm of FCB and a company of Horizon Holdings, which comprises: Horizon FCB MENA (Creative), BPN (Media Planning and Buying), GolinMENA (PR), Blue Barracuda (Digital Services) and Lord & Thomas (Video Content Productions). Learn more at, and follow us on 


About Anheuser-Busch InBev

Anheuser-Busch InBev is a publicly traded company (Euronext: ABI) based in Leuven, Belgium, with secondary listings on the Mexico (MEXBOL: ANB) and South Africa (JSE: ANH) stock exchanges and with American Depositary Receipts on the New York Stock Exchange (NYSE: BUD). Our Dream is to bring people together for a better world. Beer, the original social network, has been bringing people together for thousands of years. We are committed to building great brands that stand the test of time and to brewing the best beers using the finest natural ingredients. Our diverse portfolio of well over 500 beer brands includes global brands Budweiser®, Corona® and Stella Artois®; multi-country brands Beck’s®, Castle®, Castle Lite®, Hoegaarden® and Leffe®; and local champions such as Aguila®, Antarctica®, Bud Light®, Brahma®, Cass®, Cristal®, Harbin®, Jupiler®, Michelob Ultra®, Modelo Especial®, Quilmes®, Victoria®, Sedrin®, and Skol®. Our brewing heritage dates back more than 600 years, spanning continents and generations. From our European roots at the Den Hoorn brewery in Leuven, Belgium. To the pioneering spirit of the Anheuser & Co. brewery in St. Louis, US. To the creation of the Castle Brewery in South Africa during the Johannesburg gold rush. To Bohemia, the first brewery in Brazil. Geographically diversified with a balanced exposure to developed and developing markets, we leverage the collective strengths of approximately 180,000 employees based in nearly 50 countries worldwide. For 2017, AB InBev’s reported revenue was 56.4 billion USD (excluding JVs and associates).