Pilsner Urquell in photography tie

SABMiller has appointed Frontiers Group as the global sponsorship agency for its Pilsner Urquell beer brand.

The agency's first task has been to negotiate a deal for Pilsner Urquell to become the title sponsor of the International Photography Awards and Lucie Awards, an association that will be used in future promotional activity.

Frontiers Group will work alongside Pilsner Urquell's other roster agencies, Ogilvy & Mather, Enterprise IG and Dialogue.

The brand consolidated its £20m global ad account into Ogilvy & Mather in February 2005, with the pan-European business moving out of Leagas Delaney.

Pilsner Urquell, which competes with fellow Czech beers Budvar and Staropramen, has been the focus of increased investment in the UK market following its parent's creation of the Miller Brands UK division last July.

The division has been handed a £30m promotional budget to raise the profile of its premium lagers.

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