A-B Adds TBWA\C\D for Michelob, Bud Select

CHICAGO Anheuser-Busch has enlisted Omnicom’s TBWA\Chiat\Day to work on its Michelob and Michelob Light brands, in addition to the launch of Budweiser Select, the brewery confirmed. The agency’s Playa del Rey, Calif., office will handle the assignments.

A-B declined to offer details on its relationship with TBWA\C\D. “As with all of our brands, we use various advertising agencies that we’ve worked with for many years such as [Omnicom’s] DDB and [St. Louis independent] Cannonball,” said Bob Lachky, vice president, brand management director, global brand creative at A-B, in a statement. The client will continue to work with DDB and Cannonball, he added.

Spending on Michelob and Michelob Light has lagged in the past year as A-B has focused on low-carb Michelob Ultra and Michelob Amber Bock, which are handled by DDB. Of the $65 million spent through September on its combined Michelob brands, only $5 million backed Michelob and Michelob Light, per Nielsen Monitor-Plus.

TBWA\C\D and DDB in Chicago will share duties on Bud Select, a low-carb version of the St. Louis brewery’s flagship brand. Bud Select launched this week in six markets, and A-B plans a national rollout early next year with a TV, radio and Internet campaign.

The beer is touted on its Web site as “Long brewed for a crisp taste that finishes clean.” Spending was not disclosed.

TBWA\C\D officials declined comment.