Goodby, Silverstein & Partners, the shop that created the iconic Budweiser Lizards, has been dropped from the Anheuser-Busch agency roster after nearly 15 years with the brewer.
The San Francisco-based Omnicom Group shop attributed the split to cost cutting at the InBev-owned client and a broader reduction of the brewer's agency roster.
"We're sad to lose the Anheuser-Busch business," said Jeff Goodby, agency co-chairman. "We've been working together for a long time -- a longer relationship than most in this business. We've made good advertising together. It's the end of an era."
The agency was hired by August B. Busch IV in September 1995 and has produced hundreds of commercials for the client over the years, including the Clydesdale Super Bowl spot "Born a Donkey" and most recently the Rolling Rock campaign where a fictional marketing director attempts to project the product's logo onto the moon.
Below is one of the classic "Louie the Lizard" spots, in which the scaly anti-hero of the long-running series attempts to eliminate his enemies, Budweiser's frogs.