A-B Mulls Michelob

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Anheuser-Busch has asked four roster shops to pitch new ideas for the brewer’s $40 million Michelob brand, sources said.

The St. Louis brewery is also looking for strategies behind a possible line extension of Michelob and has talked to at least two roster shops about that, sources said.

Michelob’s agency, Leapnet in Chi cago, which developed the current, “Beer, or Michelob?” campaign, is among those making presentations, ac cording to sources.

Also involved are Goodby, Silverstein & Partners, San Francisco, which shares Bud with DDB Chicago; Red Advertising, Boston, which has done new product work for the brewery; and Waylon...

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