A-B Taps Goodby for Michelob

Anheuser-Busch’s pen chant for tossing creative jump balls over its agencies has led to more work for Goodby, Silverstein & Partners, which snared a potentially lucrative assignment for Mich elob, sources said.

The San Fran cisco shop was one of several A-B roster agencies that pitched ideas for the $40 million brand late this summer. The St. Louis brewer also heard from Michelob’s lead agency, Leapnet in Chicago, Waylon Ad in St. Louis and Red in Boston, sources said.

Goodby officials declined comment, and an A-B representative could not confirm that the agency will be adding another brand to its brewery portfolio. Leapnet is thought to remain chief agency for the brand, although A-B traditionally downplays the concept of “lead agencies” in its efforts to wring the best work from its roster.

What Goodby, whose main assignment is Budweiser, pitched for Michelob was not known. The “Beer, or Michelob?” campaign has evolved over two years at Leapnet, attempting a more subtle and sophisticated humor.

A-B officials were in the process of setting ad budgets this month, but spending on the brand has grown steadily in the past few years, a pattern expected to continue. Brewery executives plan to concentrate on Michelob Light and Amber Bock in the coming year. —with Joan Voight







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