Anheuser-Busch will become more cautious in its creative approach in light of the controversy surrounding the Super Bowl’s halftime show, said August Busch IV, president of A-B, in his address last week to the 4A’s Management Conference here. A-B must adapt to the changing marketplace “so we’re in front of the mood of the country,” he said. Omnicom’s Goodby, Silverstein & Partners and DDB Worldwide are A-B’s lead ad agencies.
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