Anheuser-Busch Starts In-House Content Division For Online/Mobile

In the continuing evolution of brand companies developing their own content, U.S.'s largest brewer Anheuser-Busch is launching its own in-house film and TV production division that will make comedy shorts and sitcom-type programs for online and mobile, reports AdAge. Funding will likely be drawn from its $1.56 billion marketing budget.

A-B to date has dabbled with one-offs, such as "Bud TV," an online production it promoted with a commercial during February's Super Bowl.
Earlier this summer, A-B pulled VP-Creative Development Jim Schumacher " its top in-house creative " out of the advertising department and into the new production group. A-B has also assigned Michael Gianino, senior director-branded entertainment, to a unit devoted to producing online content.

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Technorati tags: Bud TV, Mobile TV, TV production

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