Goodby Selected for Next Round of Michelob Ads

CHICAGO–Goodby, Silverstein & Partners has been tapped by Anheuser-Busch to produce a round of spots for the Michelob brand, sources said.

The San Francisco agency was one of several A-B roster shops that pitched ideas for the $40 million brand late this summer (Adweek, Sept. 10). The St. Louis brewer also heard from Michelob’s lead agency Leapnet in Chicago, The Waylon Co. in St. Louis and Red Advertising in Boston, sources said.

A-B routinely asks its roster shops for ideas and farms out work. The assignment to Goodby was not thought to affect Leapnet’s status on the brand.

It was not known if Goodby’s work, which a source said was in production, will continue the “Beer, or Michelob?” tagline developed by Leapnet. The St. Louis brewer has concentrated its marketing efforts on Michelob Light.

Goodby’s main brand with A-B is Budweiser, and it has also done work for Bud Light.

Goodby officials declined comment. An A-B representative was checking to confirm the assignment to Goodby.