Old Style Moves to Maddock Douglas

CHICAGO Maddock Douglas has picked up advertising duties for Old Style, which is owned by the Pabst Brewing Co, according to the shop.

Cliff Freeman and Partners in New York previously handled the beer, which sells primarily in Chicago and Wisconsin. Because of its consumer base, Pabst wanted to shift to a Midwest agency, said Tim Jacobi, a senior brand manager with Pabst. Maddock Douglas is located in Elmhurst, Ill.

Dallas-based Pabst talked to several shops about the brand, including Havas’ Euro RSCG in Chicago and Publicis Groupe’s Fallon in New York, sources said.

Old Style was for years a staple of Chicago bars, and its major marketing presence remains as a sponsor of the Chicago Cubs. Advertising will include print and some on-air, as well as on-premise at Wrigley Field, home of the Cubs.

Ad spending was not disclosed, and Nielsen Monitor-Plus had no measured media expenditures last year. Information Resources Inc. recorded about $13 million in grocery and drug store sales for the brand for the year ending Oct. 31, putting it 47th in the category.

Freeman’s work last year targeted Chicagoans with nostalgic print and outdoor, much of it tied to the Cubs, with the tagline “Now that’s Old Style.”